Melissa bets on blind box craze with Powerpuff Girls collaboration

Melissa has launched its first blind box collection, a collaboration with The Powerpuff Girls that includes character figures and footwear for adults and children, according to a press release from the company. The collection is available now on shopmelissa.com.

Each blind box contains a miniature of Blossom, Bubbles, Buttercup or H.I.M., with H.I.M. as the rare figure. The characters wear recognisable Melissa silhouettes and are made from Melflex, the brand’s proprietary vegan PVC-based material. Each figure carries Melissa’s signature tutti-frutti scent.

“Melissa has always had a close connection with creativity, experimentation, and pop culture. Throughout our history, we have built relationships with different generations through products that go beyond fashion, evoking memories and emotional connections. Entering the Blind Box universe is an opportunity to explore new possibilities for the brand, bringing this DNA closer to a consumer behavior that is gaining momentum across different audiences. We want this experience to spark curiosity and excitement, and above all, inspire people to collect and connect with the Melissa universe in new ways,” Tassiana Geisel, brand and product division manager at Melissa, told FashionUnited in a statement.

The launch taps into growing demand for collectible toys and art objects among adult consumers, a market driven by nostalgia, limited editions and personal expression. Blind boxes were brought into the mainstream by Chinese toymaker Pop Mart and its Labubu character, a monster created by artist Kasing Lung for his 2015 storybook The Monsters. The format, in which buyers do not know which figure they will get until the box is opened, encourages repeat purchases in pursuit of rare versions.

Melissa also links the format to its own history of collecting culture: the brand introduced collectible promotional gifts in Brazil in the 1980s.

“This collaboration brings together the iconic universe of The Powerpuff Girls and Melissa’s distinctive DNA for the miniatures, with the characters wearing some of our most recognizable styles. The shoes, all inspired by the three character’s colors, are made from our proprietary Melflex material and features the signature Melissa scent, bringing an authentic touch of the brand to this collectible experience,” said Geisel.

For adults, the collection includes the Melissa Kitten Heel + The Powerpuff Girls, a low-heeled slide reworked in the colours of Blossom, Bubbles and Buttercup. The children’s range includes the Mini Melissa Possession and Mini Melissa Possession Heel + The Powerpuff Girls, two takes on a core Melissa silhouette.

Melissa opened an installation inspired by the blind box universe at Galeria Melissa São Paulo, its Oscar Freire flagship, on September 8. The space will host the collection’s upcoming activations.