Daiso strikes again with sold-out character goods — at a fraction of rivals' prices

As South Korea's character intellectual property goods market expands rapidly, Daiso is carving out a growing presence by rolling out affordable animation merchandise in quick succession. Following last year's "Haikyu!!" collaboration, the discount retailer has moved quickly this year to release a wave of products timed to the opening of Disney and Pixar's "Toy Story 5," accelerating its push into the value-priced goods segment.

According to retail industry sources Monday, Daiso launched more than 40 products featuring popular characters including Woody, Buzz and Arlene to coincide with the release of "Toy Story 5" last month. The lineup blended travel goods, everyday household items and character merchandise, targeting both practical shoppers and fandom consumers at the same time.

Travel items included a "Toy Story" transparent-window passport holder, a travel clothing pouch and a yen coin purse, while the household lineup featured bathroom slippers, an open-top wastebasket and a hanging dehumidifier. Character goods included a baseball acrylic keyring, an acrylic magnet keyring and a Forky transparent drawstring pouch.

After some items sold out almost immediately, Daiso added a second lineup of about 20 products on July 3, centered on keyrings and pouches. The "Toy Story Miniature Shoe Keyring" renders characters in shoe form, while the "Toy Story Squishy Keyring" has drawn consumer attention with its jelly-like texture and design.

Daiso's aggressive push into animation merchandise reflects a broader shift in character consumption — fans are no longer limiting purchases to stationery or figurines but are increasingly buying character-branded everyday products. Demand has grown steadily for items such as pouches, bathroom slippers, wastebaskets and dehumidifiers featuring character designs. More consumers are now seeking goods they can use in daily life rather than display pieces.

Price competitiveness is another key draw. A single acrylic keyring or pouch at a character pop-up store or online retailer often runs between 10,000 and 30,000 won ($19), but Daiso has priced most of its products at 5,000 won or less. The ability to pick up multiple items without financial strain has resonated strongly with shoppers in their teens and 20s, and popular products continue to sell out with customers waiting for restocks.

Daiso is also running promotions that link its physical stores with its online mall. Through July 31, customers who purchase Disney Korea collaboration products on Daiso Mall are eligible to win prizes including an overseas travel voucher, Novick Deal "Toy Story"-themed goods and a three-month Disney+ subscription. Customers who spend 30,000 won or more — including at least one Disney Korea collaboration item — at a Daiso store or on Daiso Mall can also enter a draw for a one-month Disney+ subscription and a "Toy Story 5" movie ticket.

Industry observers say Daiso's expansion of IP products could lower the barrier to entry in the character goods market. As reasonably priced merchandise enters a market long dominated by limited-edition and premium products, the consumer base is expected to broaden further. Daiso is particularly well-positioned to serve first-time buyers looking for an accessible way to start collecting character merchandise.

Competition over character IP is expected to intensify. Retailers are moving beyond simply licensing popular characters, rolling out collaboration products timed to film releases and new title launches to capture fandom spending. Industry insiders expect practical, everyday character goods at accessible price points to become a new growth pillar in the character merchandise market.