Pop Mart’s LABUBU Toy Phenomenon Hits 100 Million Units Sold in 2025, Global Sales Surge Past 400 Million

In a striking testament to the power of collectible culture and global brand expansion, Chinese designer toy maker Pop Mart has announced that its flagship intellectual property, LABUBU, surpassed 100 million units sold worldwide in 2025. This milestone underscores the company’s dominance in the designer toy industry and its ability to cultivate a devoted fanbase across continents.

According to data disclosed by Pop Mart, the company’s total global sales across all intellectual properties and product categories exceeded 400 million units in the same year. This surge reflects not only the popularity of LABUBU but also the strength of Pop Mart’s diverse IP portfolio, which includes other beloved characters and limited-edition collectibles that have captured the imaginations of consumers from Asia to the Americas.

Pop Mart’s global footprint has expanded rapidly, with operations now spanning more than 100 countries and regions. The company operates over 700 stores worldwide, ranging from flagship locations in major metropolitan centers to smaller boutique outlets in emerging markets. This extensive retail presence is supported by six major global supply chain bases, ensuring efficient production, distribution, and delivery to meet surging demand.

The company’s success is not just measured in units sold but also in its financial performance. Shares of Pop Mart have climbed nearly 38% so far in 2025, buoyed by strong earnings momentum and the continued international expansion of its IP portfolio. Investors have taken note of Pop Mart’s ability to consistently innovate and adapt to shifting consumer preferences, particularly among younger demographics who value both the artistic and collectible aspects of designer toys.

LABUBU, with its distinctive, whimsical design and broad appeal, has become a cultural icon in its own right. The character’s success is emblematic of a broader trend in the global toy industry, where designer and art toys are increasingly seen as both playthings and collectible art pieces. Pop Mart has leveraged this trend by collaborating with renowned artists, launching limited-edition series, and integrating digital experiences such as augmented reality and online communities to deepen fan engagement.

The company’s strategy extends beyond traditional retail. Pop Mart has embraced e-commerce and social media platforms to reach new audiences, particularly in markets where physical stores are less prevalent. This omnichannel approach has allowed the brand to maintain momentum even as global retail landscapes evolve.

Pop Mart’s growth trajectory also highlights the rising influence of Chinese consumer brands on the global stage. Once known primarily for manufacturing, China is now home to a new generation of companies that are setting trends and shaping global pop culture. Pop Mart’s success with LABUBU and its other IPs is a prime example of how Chinese innovation and creativity are resonating with consumers worldwide.

Looking ahead, Pop Mart has signaled its intention to further expand its global presence, invest in new IP development, and explore opportunities in adjacent categories such as animation, gaming, and lifestyle products. The company’s robust supply chain infrastructure and deep understanding of its fanbase position it well to capitalize on these opportunities.

Industry analysts note that Pop Mart’s achievements are not just a reflection of strong product design but also of savvy marketing and community building. The company has cultivated a sense of exclusivity and excitement around its product launches, often using blind box formats and limited runs to drive demand. This approach has helped create a vibrant secondary market, further fueling interest and engagement.

In summary, Pop Mart’s announcement of LABUBU surpassing 100 million units sold in 2025 is more than a sales milestone—it is a marker of the company’s cultural impact and its role in shaping the future of the global toy and collectibles industry. With a rapidly expanding global footprint, a diverse and beloved IP portfolio, and a proven ability to innovate, Pop Mart is poised to remain a dominant force in the years to come.

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