Sugarman Trigger #14 - Desire to Collect
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Joe Sugarman knew something about human psychology that most marketers miss: people love to complete sets. Whether it’s model plane fins or sunglasses, the drive to collect kicks in hard once the series starts.
Why “Collect Them All” Works
- Triggers the completion bias – once you start, you want to finish the set
- Creates built-in repeat buyers who come back for each new piece
- Adds status and identity to ownership – people love being “the collector”
- Gives customers a reason to watch for new launches
Real-World Examples
- Pokémon turned “collect them all” into a billion-dollar habit
- McDonald’s Happy Meal toys boost repeat visits with limited collections
- Funko Pop releases themed sets that fans scramble to complete
- Starbucks mugs from different cities lure travelers into buying multiples
- LEGO sets keep collectors buying entire series for display completeness
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