Hong Kong-listed collectible toy powerhouse Pop Mart is strategically diversifying its operations, embracing entertainment and global expansion—and reshaping how fans experience its beloved “ugly-cute” Labubu character.
From Record Sales to Creative Horizons
After reporting a nearly 400% jump in net profit during the first half of 2025, driven by skyrocketing demand—especially overseas—Pop Mart’s leadership confirmed plans to broaden the brand’s reach beyond physical products.
CEO Wang Ning signaled confidence in the company’s trajectory, stating that achieving 30 billion yuan (over $4 billion USD) in 2025 revenue is not just feasible, but highly likely, compared to the initial 20 billion yuan target. To fuel this growth, Pop Mart will open 10 new U.S. stores by year-end, aiming for expansion across North America, the Middle East, Central Europe, and Latin America.
Bringing Labubu to the Screen
Pop Mart is formally stepping into the entertainment arena with plans for animated films and theme park attractions. Although entertainment additions are not expected to massively impact short-term profits, executives describe them as a core strategy for long-term brand development.
Further confirmation comes from earlier reports that the company has launched its own animation studio, Pop Mart Films, and is developing an animated series titled Labubu and Friends. The series officially registered its copyright in March 2025.
Immersive Experiences at Pop Land
Pop Mart’s venture into location-based entertainment is well underway with Pop Land—a 40,000 m² theme park in Beijing featuring life-size character zones such as Labubu Adventure Forest, Molly’s Castle, and Pop Street Bubble Street. The park offers interactive attractions, themed dining, and immersive installations, creating a tangible universe for fans to explore.
A Disney-Style Vision for a Chinese Brand
These bold moves underscore Pop Mart’s aim to transform from a collectible toy maker into a global IP-driven brand—similar to Disney. Investments in content, entertainment spaces, and international retail presence highlight its ambition to build a cultural ecosystem around its characters.
Sources:
Reuters
Macao News
Newsylist
DevDiscourse
Pirates & Princesses (TM) (Stylized as PNP) is an independent, opinionated News and Information site focused on Travel, Entertainment, Fashion, the “Geek Girl” Lifestyle, and more. We focus heavily on Walt Disney World, Disneyland, Universal Orlando Resort, and other themed entertainment and travel destinations. Our news staff includes former theme park and entertainment industry employees, journalists and dedicated pop culture and theme park enthusiasts. Opinions expressed by contributors do not necessarily reflect the views of this site, our affiliates or our sponsors.