{"id":3227,"date":"2025-06-10T08:43:25","date_gmt":"2025-06-10T00:43:25","guid":{"rendered":"https:\/\/bccmedianews.com\/?p=3227"},"modified":"2025-06-10T08:43:29","modified_gmt":"2025-06-10T00:43:29","slug":"ugly-cute-toys-disrupt-the-designer-toy-market-the-marketing-and-profiteering-empire-behind-labubu","status":"publish","type":"post","link":"https:\/\/bccmedianews.com\/?p=3227","title":{"rendered":"Ugly-Cute Toys Disrupt the Designer Toy Market: The Marketing and Profiteering Empire Behind LABUBU"},"content":{"rendered":"\n

Introduction:<\/strong>
When designer toys meet the “ugly-cute” trend, a LABUBU toy priced at just 99 CNY (approx. 13.60 USD) can skyrocket in value on the secondhand market by several multiples. The frenzied buying scenes are jaw-dropping. It has not only shaken up the entire designer toy market but has also helped Pop Mart build a massive toy empire. We deep dive into the marketing secrets behind this \u201cmonster,\u201d and how it became a new obsession for young consumers\u2014unleashing a wealth storm of plastic collectibles.<\/p>\n\n\n

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Blind Boxes: The Mysterious Box That Keeps Young People Hooked<\/strong>
Pop Mart\u2019s rise is inseparable from the unique blind box sales model. A blind box is a sealed package where buyers cannot see the toy inside\u2014it\u2019s all based on luck, which stimulates the desire to buy again and again. Data shows that about 70% of designer toy consumers will make at least three or more purchases trying to get their desired figure.<\/p>\n\n\n\n

You may wonder\u2014why are people cutting back on daily expenses, yet going wild over a blind box that only costs around 50 CNY (approx. 6.90 USD)? The reason lies in the psychology of collectors and the thrill of surprise. It\u2019s like saying, \u201cJust one more and I\u2019ll stop\u201d\u2014a promise rarely kept.<\/p>\n\n\n\n

Pop Mart\u2019s blind box sales have grown at an astonishing rate each year. From 2015 to 2019, annual sales grew by an average of 2.4 times. Even during the pandemic, blind box sales still surpassed ten million units. Pop Mart\u2019s vending machines in malls and subway stations became roaming \u201cmoney trees.\u201d In 2024 alone, its robot stores generated nearly 700 million CNY (approx. 96 million USD) in revenue.<\/p>\n\n\n\n

In fact, Pop Mart didn\u2019t start as a designer toy brand. In 2010, founder Wang Ning opened a Pop Mart retail store in Beijing, selling stationery, cosmetics, and miscellaneous items\u2014none of which had a core competitive advantage. The business model of reselling agent goods with a price margin didn\u2019t do well.<\/p>\n\n\n\n

The turning point came in 2015, when Pop Mart became the agent for the Japanese Sonny Angel blind box series\u20148cm tall figurines with hundreds of designs, randomly drawn. The product went viral, with monthly sales surpassing 60,000 units.<\/p>\n\n\n\n

Inspired by this, Pop Mart cleared out its miscellaneous stock and pivoted to focus on designer toys, deciding to develop its own brands and IP. In 2016, it exclusively licensed the \u201cMolly\u201d IP, created by Hong Kong designer Kenny Wong. This big-eyed, adorable girl quickly became a phenomenal hit, contributing 89% of company revenue in 2017.<\/p>\n\n\n\n

Even more crucially, in 2019, Pop Mart acquired global intellectual property rights to Molly, fully turning it into their own \u201cbaby\u201d and golden goose.<\/p>\n\n\n\n

IP Is the Hard Currency\u2014Blind Boxes Are Just the Tool<\/strong>
Pop Mart understands that the blind box is merely a method to attract consumers; what truly accumulates commercial value is the intellectual property (IP).<\/p>\n\n\n\n

From 2017 to 2019, the company\u2019s gross margin on IP climbed to 65%, and net profit surged from millions to hundreds of millions. After going public in 2020, Pop Mart invested even more in incubating and acquiring IPs. In 2024, revenue from artist IPs alone exceeded 11.1 billion CNY (approx. 1.52 billion USD).<\/p>\n\n\n\n

Beyond Molly, Pop Mart also built new IPs like LABUBU and \u201cThe Monsters.\u201d LABUBU in particular saw its third-generation version, priced at 99 CNY, sell out immediately upon launch in 2024. Its hidden variant reached 2,799 CNY (approx. 385 USD) on the secondhand market, and some fans spent thousands trying to draw a figure with only a 1-in-144 chance.<\/p>\n\n\n\n

Pop Mart has turned IP into a global cultural symbol. In Asia, its products represent \u201ccuteness.\u201d In Western markets, they transform into punk or rebellious styles. By aligning with local culture, the company precisely \u201cfeeds\u201d regional tastes and creates a universal language for young people.<\/p>\n\n\n\n

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LABUBU: The Darling of Designer Toys with Master-Level Marketing<\/strong>
LABUBU is one of Pop Mart\u2019s star IPs. With its unique design and rich backstory, it quickly captured the hearts of young people. The little monster figure is sometimes cute, sometimes rebellious\u2014hugely popular among trendsetters and collectors.<\/p>\n\n\n\n

But LABUBU\u2019s breakout success is not just about looks\u2014it\u2019s about how cleverly it\u2019s marketed. Pop Mart has designed a multi-layered marketing strategy for LABUBU:<\/p>\n\n\n\n

    \n
  • Limited Releases to Create Scarcity<\/strong>
    LABUBU products are often launched in limited quantities. Some hidden variants have odds as low as 1 in 144, creating an elusive \u201crare find\u201d appeal that fuels repeated purchases and intense collector enthusiasm.<\/li>\n\n\n\n
  • Cross-Industry Collaborations to Enrich Content<\/strong>
    Pop Mart frequently collaborates with fashion, art, and entertainment industries to launch co-branded LABUBU figures. Whether working with famous designers or streetwear labels, LABUBU becomes more than a toy\u2014it becomes a fashion statement.<\/li>\n\n\n\n
  • Community Engagement to Build Fan Belonging<\/strong>
    Pop Mart values community-building, organizing offline exhibitions, pop-up shops, and fan meetups to foster closeness between the brand and its users, enhancing loyalty.<\/li>\n<\/ul>\n\n\n\n

    They also maintain active presence on platforms like Weibo, Douyin (TikTok China), and Xiaohongshu (RED), posting behind-the-scenes content and encouraging fan-made art, fostering interaction and boosting participation.<\/p>\n\n\n\n

      \n
    • Multi-Channel Retail to Reach Wider Audiences<\/strong>
      In addition to physical stores, Pop Mart has established online malls and blind box vending machines to accommodate diverse shopping habits, enabling fans to \u201cimpulse buy\u201d anytime.<\/li>\n\n\n\n
    • Storytelling Content to Deepen Brand Impressions<\/strong>
      Every LABUBU figure has its own backstory. Pop Mart uses comics, animations, and other storytelling formats to build emotional connections and strengthen brand loyalty.<\/li>\n<\/ul>\n\n\n\n

      This type of marketing turns LABUBU into more than a toy\u2014it becomes a carrier of youth culture and emotion. Fans are willing to invest time and money, and even participate in content creation and promotion, forming a virtuous cycle.<\/p>\n\n\n\n

      \"\"<\/figure>\n\n\n\n

      [Disclaimer]<\/strong>: The above content reflects analysis of publicly available information, expert insights, and BCC research. It does not constitute investment advice. BCC is not responsible for any losses resulting from reliance on the views expressed herein. Investors should exercise caution.<\/p>\n","protected":false},"excerpt":{"rendered":"

      Introduction:When designer toys meet the “ugly-cu […]<\/p>\n","protected":false},"author":256241814,"featured_media":3228,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[132842,132876,132862,132886,132846,132848],"tags":[],"class_list":["post-3227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-economy","category-china-focus","category-corporate-insights","category-culture-trends","category-global-markets","category-consumer-lifestyle"],"jetpack_publicize_connections":[],"jetpack_likes_enabled":true,"jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/pg46U3-Q3","jetpack-related-posts":[{"id":4097,"url":"https:\/\/bccmedianews.com\/?p=4097","url_meta":{"origin":3227,"position":0},"title":"Small Toys, Big World: How Chinese Trendy Toys Are Captivating Young People Globally","author":"revieweditor","date":"2025\u5e7409\u670823\u65e5","format":false,"excerpt":"From Western celebrities to the streets of Southea\u2026","rel":"","context":"\u5728\u201cBusiness\u201d\u4e2d","block_context":{"text":"Business","link":"https:\/\/bccmedianews.com\/?cat=132842"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/09\/designer-toys-thumbnail-e1759106268749.png?fit=1176%2C784&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/09\/designer-toys-thumbnail-e1759106268749.png?fit=1176%2C784&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/09\/designer-toys-thumbnail-e1759106268749.png?fit=1176%2C784&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/09\/designer-toys-thumbnail-e1759106268749.png?fit=1176%2C784&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/bccmedianews.com\/wp-content\/uploads\/2025\/09\/designer-toys-thumbnail-e1759106268749.png?fit=1176%2C784&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":2877,"url":"https:\/\/bccmedianews.com\/?p=2877","url_meta":{"origin":3227,"position":1},"title":"Reaching New Heights? 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