Beijing: Chinese toy giant Pop Mart is charting an ambitious course to transform its viral Labubu character into a global entertainment franchise, mirroring the success of Disney’s long-term intellectual property strategy.
In a recent interview with Reuters, Pop Mart Executive Director Si De revealed that the company plans to expand well beyond toy sales. The strategy includes theme parks, animation, content collaborations, and IP franchising, leveraging the soaring popularity of Labubu — a mischievous doll designed by Hong Kong illustrator Kasing Lung as part of his The Monsters series.
“We have learned from Disney for a long time,” said Si De. “In fact, Disney’s great value lies in its ability to operate intellectual property over the long term — even up to 100 years.”
By following this model, Pop Mart aims to build a portfolio of 5 to 10 original IPs, laying the foundation for a diversified entertainment business.
The company is already reaping the benefits of Labubu's global appeal. Pop Mart reported a 200% year-on-year increase in sales attributed to the character in 2025, with Labubu accounting for 35% of its first-half revenue.
Other Pop Mart characters such as Skullpanda, Molly, and Crybaby also saw remarkable performance, each exceeding 1 billion yuan in first-half sales — further validating the company’s multi-IP strategy.
With millions of fans worldwide and a rapidly growing presence in overseas markets, Pop Mart’s pivot toward immersive experiences and media content signals a new phase in China’s bid to develop homegrown entertainment brands with global influence.
