Particle.news
Download on the App Store
6 ARTICLES
·
1h ago

Pop Mart Sets Disney-Style Plan to Turn Labubu Into a Lasting Franchise

A top executive says the company will invest in content, theme parks and collaborations to extend the brand’s life cycle.

An employee gestures next to Labubu toys on display at Pop Mart’s booth at China International Fair for Trade in Services (CIFTIS) in Beijing, China, September 10, 2025. REUTERS/Maxim Shemetov
Image
A Pop Mart executive said the company looked to Disney's success with Mickey Mouse.

Overview

  • In a Sept. 30 Reuters interview, executive director Si De said Pop Mart is adopting Disney’s long-horizon IP model and aims to build five to ten enduring franchises.
  • Near term, the company plans to prioritize Labubu by improving products, pursuing collaborations, developing content and enhancing theme park and in-store experiences.
  • Labubu’s ‘The Monsters’ accounted for nearly 35% of first-half 2025 revenue, contributing 4.81 billion yuan as total sales rose 204% to 13.87 billion yuan.
  • Pop Mart has already moved beyond toys, opening its Popland theme park in Beijing in 2023 and striking retail tie-ups with brands including Uniqlo, Crocs and Lego.
  • Growth brings challenges, with authorities in South Korea and the UK seizing thousands of suspected counterfeit Labubu items and analysts warning of competition and execution risk.