Labubu maker’s sales jump after launch of mini version of hit toy

Pop Mart, the Chinese company behind the viral Labubu character, says sales have surged following the late-August release of a mini version of the toy designed as a pendant/phone charm.

The rollout part of the “Monsters Pin for Love” series added a lower-priced, highly portable Labubu to the lineup and triggered a fresh buying wave across North America and Europe, where the company has been expanding stores and online channels.
The sales boost comes on top of a blockbuster year.

Pop Mart has already reported a nearly 400% jump in first-half net profit and more than 200% revenue growth, fueled largely by Labubu’s popularity and higher-margin overseas markets. In a recent stock-exchange filing cited by analysts, Pop Mart said July–September revenue grew by as much as 250% year-on-year, outpacing the first half and underscoring the momentum heading into the holiday season.

While secondary-market prices for some Labubu variants have cooled since summer highs, the company and independent analysts attribute that mostly to a deliberate increase in supply, including ramped-up plush production rather than fading demand.

Pop Mart has simultaneously pushed new formats (like the mini Labubu and long-fur editions), collaborations, and store openings, positioning the brand for continued growth even as it works to deter scalpers and counterfeits.

The mini Labubu, priced around $22.99 in the official launch, was available from Aug. 29 via Pop Mart’s website, app, and social channels, with in-store pickup options in selected markets. Executives have flagged further international expansion and new character lines to sustain the sales trajectory sparked by Labubu’s global fandom.

Sources: Reuters, AP News, The Business Times (Singapore), BBC News