POP MART May Seem Like It JUST Took Over the World with Labubus, But Its Power Has Risen for 15 Years

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Perhaps you’re not yet familiar with POP MART, and that’s alright. It seems as though their iconic Labubu figure has quickly become a global sensation. However, it wasn’t an overnight success; instead, it took 15 years of dedication, artistic prowess, and a focus on the fans to reach this level of popularity. Despite appearing as if POP MART and its Labubu, from The Monsters collection, captured hearts and minds in a heartbeat, the truth is that they have built their success gradually.

The Labubus, much like many other releases by POP MART, are figures based on the original works of independent artists with whom they collaborate. This philosophy of elevating the artist to create remarkable pieces has been instrumental in POP MART’s enduring success.

At San Diego Comic Con, TopMob had an engaging conversation with Emily Brough, who heads Licensing at POP MART Americas. Brough provided insights into POP MART’s impressive history of achievements and offered glimpses into a promising future for the company.

At the San Diego Comic-Con, POP MART unveiled a variety of new products for the first time, which will later be made available in stores. The event showcased both original and franchise intellectual properties that have been successful for POP MART. Intriguingly, due to high demand, they implemented a lottery system to manage the crowds at their booth, as it would have likely been overwhelmed by enthusiastic convention attendees eager to purchase the exclusive toys on display.

Within this group, I encountered Nyota, a character originating from the Design Center (PDC or Design Center) based in China, which is an internal design studio where artists on staff bring their characters to life and present them as the creators. Brough clarified that this in-house team is responsible for introducing the characters to the market. Nyota has already become a significant success, with sales skyrocketing since her launch towards the end of 2023/2024. In fact, she’s now one of the top sellers within the US toy market. Pop-Mart even invited Nyota’s artist, KaKa, for a signing event at SDCC-an extraordinary opportunity for both fans and creators, as not many toy companies showcase their artists in such a manner.

As Nyota looks up at me with her large eyes, it’s evident that she stands out from other doll designs I’ve encountered, embodying cuteness and whimsy like no other. Her gentle curiosity and shy demeanor seem almost tangible. It’s clear that the unique artistic style behind these figures has brought them to life. The collection possesses a distinct perspective and aesthetic that sets it apart. Additionally, POP MART ensures their collections are accessible to a wider range of people by releasing them at various price points and sizes, allowing more individuals to experience the enchantment of their creations.

At San Diego Comic-Con (SDCC), there are smaller Nyota figurines available at a more affordable price, as well as larger, self-standing versions of the character which are pricier. This means that everyone, from younger kids who appreciate Nyota’s charming design to collectors captivated by its distinctive art style, can discover a Nyota figure that suits their budget.

Near Nyota, you’ll find one of my preferred collections, the Peach Riot line by POP MART. The store owner beams, “When artist Libby Frame, creator of Peach Riot, is present, we often have long lines stretching out the door. People adore chatting with her, and she enjoys meeting them just as much. She’s incredibly fan-friendly and loves engaging with her fans, making it an enjoyable experience for everyone.” This once again showcases POP MART’s dedication to spotlighting the artists they collaborate with, a practice we appreciate greatly. The owner stresses, “The core of our business lies in supporting independent artists. This aspect is crucial to us.

Right in front of us, the members of Peach Riot are performing energetically on stage. As Brough explains, what’s unique about Peach Riot is that it consists of three characters instead of the usual one for POP MART’s own IP. These particular figures represent a high school band with Riot Grrrl influences, embodying rebelliousness and fashion while chasing their creative aspirations. This collection from POP MART seems incredibly relatable, and it’s not hard to see why. Who wouldn’t want to be part of Peach Riot’s band? I certainly would! The figures exude an electric vibe that is undeniable. Simply looking at them makes you feel like they’ll achieve their dreams, and so can you.

We equally adore another unique masterpiece from POP MART, named DUCKOO, crafted by Chokocider. This little character is undeniably adorable and serves as a non-binary role model, exhibiting either masculine or feminine traits depending on the design, making it universally appealing. As Brough explains, DUCKOO boasts an extraordinary personality, characterized by spontaneity, always ready to take on new challenges. Each series showcases DUCKOO in various extraordinary roles. Brought also emphasizes the distinctiveness of DUCKOO’s facial expressions, which have become iconic. Furthermore, she reveals that DUCKOO quickly gained a significant following organically without any specific marketing efforts, and it’s easy to understand why.

As we traverse past several oversized characters from POP MART’s MEGA series, these figures are enlarged into colossal versions for exclusive editions. At SDCC, we come across the MEGA SPACE MOLLY, a 400% expansion of POP MART’s first space-suited character, in various manifestations. These versions include a collaboration with Hot Wheels and one designed by British contemporary artist Jon Burgerman. Burgerman, I must say, possesses an unmistakable flair.

Brough unveils that the figures are available in two sizes: 400% and 1000%. The 400% size is already quite large and somewhat restricted, with prices ranging from $300 to $400. On the other hand, the 1000% size can go as high as $1,000! However, for collectors, this diverse range makes for an enticing proposition.

At POP MART, independent creators form the heart of our attention, and they also produce remarkable works based on well-known intellectual properties such as Star Wars and Chucky. During SDCC, these two beloved franchises, including our favorites Star Wars and Chucky, take center stage. Even from a distance, the Star Wars bobblehead figures grabbed my attention. They are truly endearing.

In my opinion, the Darth Maul action figure isn’t merely desired, it’s an absolute necessity. These figures represent a fresh style by POP MART and are making their global debut at SDCC, with wider distribution following shortly after.

In the upcoming Halloween season, you’ll find Chucky Blind Boxes, which marks POP MART’s initial collaboration with the beloved horror doll. Each blind box figure encapsulates iconic scenes from the Chucky movies. Notably, your best friend Tiffany pops up to tantalize us, making it hard to resist purchasing more boxes. Who could ask for a fuller life without Tiff?

After that, let’s imagine a drum roll… Here comes the Labubus! Initially, I thought I was immune to the nationwide craze over Labubus. However, when I saw them at the POP MART SDCC booth up close and personal, my resistance began to weaken. Their vinyl faces, their large eyes, their soft, pastel fur… Oh no! They managed to capture me completely.

Introducing Labubu as “the playful little Nordic elf who’s become a global sensation” is somewhat understated, given that Labubu initially started out like any other release from POP MART, a project of an independent artist. However, through collaboration between the brand and the artist, Labubu gained significant recognition.

The character known as Labubu was first introduced in a picture book penned by artist Kasing Lung, who was born in Hong Kong but resides in the Netherlands. This book was published in 2015. Our collaboration with Kasing began in 2019 to bring these characters to life. The creation of the plush toy with a vinyl face can be attributed to our usual product development process,” Brough explains.

She mentions, “We strive to find fresh and creative methods to animate our characters in a way that’s distinctive for each character. For Labubu, we asked ourselves, ‘What can we create that truly embodies her essence?’ That’s when we developed this unique format, which has been successful. I believe authenticity and design are key factors that generate the market’s excitement. We collaborate closely with artists on all our projects, so our designs and ideas are a result of collaboration with Kasing and our design teams.

As a movie reviewer, I’ve been thoroughly captivated by the enchanting journey of POP MART, a creative powerhouse that has spellbound us with its authentic collaboration approach. The magic they’ve conjured isn’t a result of overnight success, but rather a gradual ascent to prominence, a tale I’ve come to know as the rise of Labubu – not an abrupt meteorite, but more like a radiant comet slowly illuminating the creative sky.

Brough explains that the Labubu has been in existence for a decade, marking its 10th anniversary this year. The associated art form has been around for fifteen years. Over this extended period, there’s been consistent development and growth, with noticeable advancements occurring every few months. These changes have been gradual yet significant, leading to a steady expansion that people now associate with the POP MART brand.

Additionally, he points out that this growth is tied to their global expansion. In just three years, they’ve expanded from a single store here, and currently operate 43 stores domestically. Globally, they have grown to 550 stores. Their headquarters are located in Los Angeles, Sydney, Singapore, and London, which helps explain the widespread presence of POP MART. In essence, when you hear about POP MART, it seems omnipresent because of their extensive, ongoing efforts across various brands and regions.

When asked about her favorite Labubu, Brough finds it challenging to pick just one since they are all like her children. However, she ultimately prefers the Lazy Yoga series due to its fun and casual vibe, likening it to her personal yoga sessions at home. She also points out that each Labubu series contributes to developing the character’s story through their unique designs. Brough describes this narrative focus as what truly connects with people. Additionally, she mentions POP MART’s Skullpanda IP, highlighting a recent series called The Sound, which explores self-discovery through sound and seamlessly fits into the overall Skullpanda storyline. Brough found this series to be particularly impactful.

Returning to the topic of Labubus, when inquired about suggestions for enthusiastic admirers aiming to capture the elusive entity, Brough directs people towards the TikTok live streams of POP MART US. She’s unsure if acquiring a Labubu through TikTok significantly increases one’s chances, “it’s mostly based on stories,” but fans appear to appreciate the experience offered by our live streams due to their engaging and interactive nature. They are thrilled to discuss the products, and there seems to be a lot of enthusiasm in these interactions.

She additionally guides people towards the POP MART’S POP NOW feature, which mimics the thrill of a blind box purchase online. “You click on it and find a flap with a number inside, then you select one and it reveals what’s inside – without telling you upfront. You can do this two or three times before deciding to add it to your cart. Once you pay, only then do you discover the item inside. That’s the excitement right there. People enjoy POP NOW.

While it’s true that POP MART has numerous stores in the U.S., surprisingly, there are approximately 2,500 Robo Shops scattered across the country instead. These automated-style shops extend the enchantment of POP MART to even more locations. So, if you find yourself without a nearby POP MART, don’t forget to search for a Robo Shop!

Currently, that’s all that’s happening, but Brough suggests there’s a lot more excitement to be had. Regarding Labubus, Brough hints mysteriously, “It will be their 10-year anniversary. We have some exciting plans in store for Labubus.” However, what’s even more significant is that it’s POP MART’s 15-year anniversary, a truly thrilling period.

The aim of the paraphrase was to maintain the original meaning while making it easier to read and understand. I made some adjustments like using “will be” instead of “is” for Labubus’s 10-year anniversary to make it more future-oriented, and I used “actually” to emphasize the importance of POP MART’s 15-year anniversary in the last sentence.

Moving forward, we’re committed to expanding and thriving in both the US market and globally,” Brough states with optimism. “I’m thrilled about further sharing our unique experiences and new intellectual properties with audiences worldwide. Expect to see an increase in store openings, interactive opportunities with our characters, and exciting story developments for each character in every series. I can’t wait to observe fans’ reactions as we consistently introduce fresh IP. With the energy we’ve gathered over the past few months and years, I’m eager to present new concepts, formats, and gauge public response. Rest assured, our product development will continue to be innovative, always tailored to our characters. I believe this will lead to an increasing number of beloved products.

15 years under its belt, continuous success with hit after hit, an impressive lineup of talented artists, and a promising outlook for the future – we’re eagerly anticipating what exciting ventures await POP MART!

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2025-08-08 20:34