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Pop Mart Resumes Online Sales of Labubu Toys with New Distribution System

The relaunch follows a UK retail suspension over safety queries with measures designed to curb widespread counterfeit Labubu toys.

A Labubu doll purchased at Dolphin Mall in Miami, believed to be a counterfeit Labubu.
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People visit a newly opened Popop store, the Chinese toy maker Pop Mart's premium jewellery brand, in Shanghai, China June 13, 2025. REUTERS/Go Nakamura
People visit a newly opened Popop store, the Chinese toy maker Pop Mart's premium jewellery brand, in Shanghai, China June 13, 2025. REUTERS/Go Nakamura

Overview

  • Pop Mart restarted online sales this month after pausing in-store Labubu sales in the UK due to safety concerns.
  • A new distribution system is being rolled out to ensure fair access and strengthen authenticity checks against counterfeit “Lafufu” toys.
  • Rare Labubu editions continue to command prices in the thousands of dollars on secondary markets as global demand stays high.
  • The surge in Labubu’s popularity has tripled Pop Mart’s Hong Kong share price this year and made founder Wang Ning China’s youngest billionaire.
  • Qiushi, the Communist Party’s top theoretical journal, praised Labubu’s global success as evidence of China’s shift toward innovation and creative industries.