A Pop Mart exec wants Labubu and other blind box characters to have Mickey Mouse’s staying power

A Pop Mart executive said the company looked to Disney’s success with Mickey Mouse.

Annette Riedl/picture alliance via Getty Images

A Pop Mart executive wants Labubu and other characters to have Mickey Mouse’s staying power.
The Chinese toy company is working hard to ensure that Labubu remains relevant for years to come.
Labubu has been a big money maker for Pop Mart, snagging brand deals and celebrity endorsements.

Pop Mart has Disney-sized ambitions for Labubu, and one of its top executives has outlined a road map to ensure that the furry dolls don’t become a one-hit wonder.

The Chinese toy giant is trying to keep its viral Labubu doll and other intellectual property characters relevant in the long term, much like Disney had managed to do with Mickey Mouse.

Si De, Pop Mart’s COO and executive director, told Reuters in an interview, released Monday, that Pop Mart had “learned from Disney for a long time.”

“In fact, Disney’s great value lies in its ability to operate IP over the long-term, even up to 100 years,” Si said to the outlet.

Si said that in the near future, Pop Mart wanted to invest in “better products, finding better collaborations, developing content, theme parks, store displays” first for Labubu, followed by its other popular IP characters.

The company has launched numerous retail collaborations with brands like Uniqlo, Crocs, Lego, and tea brand Chagee, among others. Its first theme park, Popland in Beijing, opened in 2023.

Labubu has had its own pop culture moment, with big-name celebrities like Rihanna, Kim Kardashian, Paris Hilton, Blackpink’s Lisa, and Joshua Hong from K-pop group Seventeen, buying into the trend and showing off the dolls on their socials.

Labubu has shaped up to be a big money-maker for Pop Mart. “The Monsters” IP, which includes Labubu, contributed 4.81 billion Chinese yuan, or about $674 million, to the company’s total sales in the first half of this year, per its earnings report released on August 19.

The company reported a 204% increase in revenue in the first half of the year, compared to the same period in 2024, with global sales of 13.87 billion Chinese yuan. Its stock is up about 400% in the past year.

Representatives for Pop Mart declined a request for comment from Business Insider.

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