Greg Grigorian & Vicson Guevara (Creators: Playground)

POP GOES PRINT

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“Today, creativity feels like it’s being squeezed into smaller and smaller boxes. Content is designed to chase likes, rack up views, serve a clear function—a purpose….we’re here—to celebrate creativity for creativity’s sake, no strings attached. Analog isn’t dead; it’s the new rebellion.”

This manifesto is a part of a striking editorial in the first issue of Playground, a new magazine created out of Singapore by Pop Mart, the maker of the Labubu. I honestly never thought I would a) write that kind of sentence in my life, and b) understand it, but here we are. It’s 2025! If  you’re unfamiliar with PopMart you are unfamiliar with one of the largest creative companies in the world, one valued almost as much as Disney or Nintendo. 

Playground is an extraordinary editorial project, championed by creatives and executives in a company that claims its mission is to “light up passion” so that its brand can promote a “galaxy of creative possibilities.” Got all that? 

So by now you might be asking yourself a fundamental question: Why? Why this thing? And why print? Well, that same editorial anticipates this exact question:

“So, why print? Because print makes you pause. You can’t swipe past a paragraph in a magazine. You can’t multitask while turning a page. Print demands your attention and invites you to linger, to savor, to think…So here it is: our first issue. Take your time with it. Flip through the pages, spill some coffee on it if you must. Just don’t try to scroll.” 

Amen

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