Pop Mart Plans To Build A Disney-Like Empire Around Viral Star Labubu

The reign of the Labubus is far from being over. If you think they’re just gonna stay toys that can you can collect, think again.

Labubu’s parent company, Pop Mart, has conquered the toy market – beating out American contenders Hasbro and Mattel hands down for these last few months – but their supremacy will not end there. Watch out Disney, Labubu is coming for the IP market.

Pop Mart Wants To Develop Theme Parks That Rival Disney’s

For now, Labubus are firmly the devilish dolls that stole the heart of celebrities, TikTok, and a space on our purses, but they may not be for much longer.

The company behind the toy giant, Pop Mart, is considering branching out from toys and accessories to the playgrounds where the big money is.

I’m talking theme parks, movies, and other creative content. And the team behind this big-brained idea is taking their inspiration straight from the house of Mickey.

“We have learned from Disney for a long time. In fact, Disney’s great value lies in its ability to operate IP (intellectual property) over the long-term, even up to 100 years,” Executive Director and co-COO Si De told Reuters in a rare interview.

He further referenced the need to employ the strategy that turned Mickey Mouse from a cartoon character to the larger-than-life character he is in today’s world.

The idea is to turn Labubu – the first toy brand in China to capture the hearts of people around the world solely for its aesthetic and emotional appeal – into an enduring success story.

Pop Mart’s near-term vision doesn’t revolve around finding the next doll that might match, or even eclipse, Labubu, but to invest in “better products, finding better collaborations, developing content, theme parks, store displays.” Nevertheless, the overall plan is to have about five to ten IPs with similar global appeal as the Labubu.

Pop Mart has seen its shares skyrocket to almost 200%, causing it to be worth more than Hasbro, Mattel and Sanrio combined.

Whilst you may think Labubu’s global success all comes down to a stroke of luck – or LISA – Louis Houdart, China managing partner at Mad, a consulting firm, believes it all boils down to careful curation.

“Pop Mart is selling a lifestyle that consumers are buying because they want to be part of it,” he said.

Be sure to catch up on everything happening with Labubu right now. Come back here often for all Labubu spoilers, news, and updates.

Editorial credit: DerekTeo / Shutterstock.com