Labubu Doll Maker Pop Mart: 400% Profit Growth
Pop Mart Projects Strong Growth, Eyes Global Expansion
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Updated August 20, 2025, at 09:20:31
Record Results and Ambitious Targets
Pop Mart, the popular collectible toy company, is on track to achieve a revenue of 20 billion yuan (€2.4 billion) in 2025, according to Chief Executive Wang Ning. He further indicated that reaching 30 billion yuan in revenue this year is “quite easy.” This optimistic outlook follows the declaration of record half-year results, fueled by surging demand for its toys, particularly in overseas markets.
The company’s net profit has reportedly soared nearly 400% during this period.
The Labubu Phenomenon
Central to Pop Mart’s success is Labubu, a character from “The Monsters” series designed by artist Kasing Lung. The toothy-grinned doll has gained critically important traction, becoming a favorite among celebrities like Rihanna and david Beckham, and frequently selling out globally.
Pop Mart is capitalizing on Labubu’s popularity by launching a mini version designed to attach to phones, expanding its accessibility beyond its traditional role as a handbag charm.
Global Expansion Plans
Pop Mart is actively exploring expansion into emerging markets, including the Middle East, Central Europe, and Central and South America. Mr. Ning expressed confidence in the potential for growth in overseas markets, stating that combined sales from North America and the Asia Pacific region are projected to equal China sales from 2024.
The United States is a key focus for expansion, with plans for “relatively rapid store openings” over the next one to two years. The company currently operates approximately 40 stores in the US and anticipates opening 10 more by the end of this year.
The “Blind Box” Model and Future Ventures
Pop Mart’s core business revolves around producing and selling collectible toys, often developed in collaboration with artists. these toys are primarily sold in “blind boxes” – packages priced between €10 and €20, where consumers don’t know which specific version of the toy they are purchasing. This element of surprise is a key part of the appeal.
Beyond toys, Pop Mart is venturing into content and entertainment, exploring opportunities for its characters to feature in animated films and theme park attractions. While these ventures aren’t expected to generate considerable revenue in the short term, they represent a long-term strategy for brand building and diversification.