Azura
The Ethereal Magic of Tears and Dreams
Contents
Overview
Azura is a serene, ethereal designer toy series produced by POP MART, featuring a graceful female character with flowing hair, tear motifs, and dreamy, mystical aesthetics. Azura embodies vulnerability turning into strength—her signature ability is converting tears into a source of captivating magic, blending sadness with beauty and wonder. Designs often incorporate starry skies, cosmic tides, natural elements (flowers, animals), seasonal warmth, and fantasy realms, with soft pastels, gradients, and symbolic details like tears, stars, or mythical companions. Unlike playful IPs like Labubu or edgy ones like Skullpanda, Azura leans poetic and atmospheric, appealing to collectors who love tranquil, emotional, and visually poetic displays. In 2026, Azura continues strong with recent releases like Ethereal Realm: Mythical Beasts and Warm Christmas, maintaining steady popularity for its consistent "dreamy magic" vibe.
Creator & Brand
Creator: POP MART PDC
Azura is developed by POP MART's internal PDC (Product Development Center) creative team. The design direction focuses on emotional symbolism, fluid forms, and celestial/oceanic motifs, creating a cohesive aesthetic across series. The team's philosophy emphasizes "tears as magic"—turning vulnerability into enchanting power—resulting in highly photogenic, mood-driven figures perfect for shelf curation.
- •Developed by POP MART internal PDC team
- •Focuses on emotional symbolism & fluid forms
- •Philosophy: "Tears as magic"
Brand: POP MART
POP MART has positioned Azura as a core atmospheric IP since around 2021, with blind box releases driving global distribution. Through 500+ stores, official app/website, and international shipping, Azura reaches fans worldwide. In 2026, the series benefits from POP MART's focus on emotional and fantasy lines, with seasonal drops and limited editions keeping it fresh.
- •Core atmospheric IP since 2021
- •Global distribution via 500+ stores
- •Focus on emotional/fantasy lines
Major Series & Editions
Blind Box Series
Format
- 12 regular designs
- 1 secret (chase) figure
- Height: ~6.7–10.6 cm
- Material: ABS/PVC
Themes
- Fantasy Nature Series (April 2023)
- A Dream About Stars Series (July 2024)
- Ethereal Realm: Mythical Beasts (2025–2026)
- Warm Christmas Series (Seasonal)
- Spring Fantasy Series
- Animal Fighting Match Series (Legacy)
- Y2K Series (Japan Exclusive)
Large-Scale Editions
While primarily focused on blind boxes, Azura also sees releases of larger display figures and exclusive drops for events and festivals.
Market Impact
Azura fills the "poetic ethereal" niche, resonating in a market of cute/hype IPs. Its strong aesthetic appeal attracts fans of tranquil visuals, pastel decor, and emotional symbolism. The "tears-to-magic" message adds depth, making unboxings and full sets viral on social media platforms like TikTok and YouTube.
Global Reach
Why It's Successful
- ✓Dreamy, tear-magic identity
- ✓Cohesive atmospheric aesthetics
- ✓High photogenic/display value
- ✓Differentiation from bold trends
- ✓Seasonal refresh
Collecting Guide
Retail Pricing
Single Blind Box
$10 – $20 USD
Full Set (12)
$120 – $250 USD
Secondary Market
Secrets from popular series (e.g., A Dream About Stars, Mythical Beasts) resell for 3–8× retail. The market is stable for aesthetic fans who value theme completion.
Collecting Strategy
Where to Buy
Official Channels
- POP MART Global Stores
- POP MART Website & App
- TikTok Shop & Authorized Partners
Secondary Platforms
- StockX
- eBay
- Mercari Japan
- Reddit r/PopMartCollectors
Related Designer Toys
Share the Joy and Fun!
Spread the word to your friends and community.