Could be 2 things.
Weaker ferrite magnets and much stronger rare-earth magnets, like neodymium, or “focused” magnets, when the north and south poles of a magnet are arranged in a pattern that concentrates the field closer to the surface trading range for strength. Flat flexible fridge magnets use this, its how they’re able to be stronger without being made of more expensive materials as well as remaining quite thin.
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