Lenskart brings Pop Mart’s Sweet Bean collection to India

MUMBAI: Looks like India’s eyewear shelves have caught a case of collectible fever. From blind boxes to bold frames, the line between fashion accessory and fandom keeps getting blurrier. Lenskart has partnered with global collectibles giant POP MART to launch an exclusive eyewear collection in India, marking the Chinese toy and lifestyle brand’s first official collaboration in the country.

Unveiled at a launch event in Gurugram on 20 June and fronted by actor Janhvi Kapoor, the collaboration brings Pop Mart’s popular Sweet Bean character universe into the fashion accessories space through a limited-edition range of eyeglasses and sunglasses.

The collection draws inspiration from Sweet Bean’s widely recognised “I Want A Hug” series and features 21 eyewear styles designed around themes of self-expression, collectability and playful fashion. The range incorporates character-inspired detailing, signature temple artwork, Sweet Bean branding, star-and-heart motifs and other design elements drawn from the franchise.

The move arrives as character-led merchandise and collectible culture continue to gain momentum among younger consumers across Asia. Pop Mart, best known for creating the viral Labubu phenomenon and popularising the blind-box format, has built a devoted global following through its mix of storytelling, limited-edition collectibles and fandom-driven engagement.

For Lenskart, the partnership reflects a broader shift in how younger consumers view accessories. Eyewear is increasingly being positioned not just as a utility product but as an extension of personal identity, particularly among Gen Z shoppers who gravitate towards products that blend fashion with cultural relevance.

The India launch follows the success of Lenskart’s Pop Mart collaborations in Singapore and Thailand, where character-inspired eyewear resonated strongly with consumers. The company is now betting that India’s growing appetite for pop culture, collectibles and personalised fashion will create a similar opportunity.

Adding a layer of gamification to the experience, purchases of compatible Lenskart Bitz frames will include Sweet Bean-inspired magnetic Bitz charms packaged in surprise blind packets, borrowing directly from Pop Mart’s signature blind-box model. Consumers can attach the charms to their frames and customise their look, turning eyewear into a collectible fashion statement.

Commenting on the collaboration, Lenskart Co-founder and CEO Peyush Bansal said Pop Mart has emerged as a global cultural phenomenon and that the partnership represents the brand’s first step in bringing that appeal to Indian consumers.

The Pop Mart x Sweet Bean “I Want A Hug” Collection is available through 1,000 Lenskart stores across India and on the company’s online platform, with prices starting at Rs 3,000.

As fashion, fandom and collectability increasingly converge, Lenskart’s latest launch suggests that for today’s consumers, seeing clearly may be only half the point making a statement is the other.