China’s Pop Mart is expanding its popular Labubu toy line with two new variations set to launch this month. The company announced it will release a miniature version of the toothy monster character, alongside a new long-fur edition that gives the creature a fresh look.
The Labubu character, created by artist and illustrator Kasing Lung, has become one of Pop Mart’s most recognizable collectibles. The character first gained attention through its distinctive design featuring pointed ears and sharp teeth, which originated in three picture books created by Lung.
The Evolution of a Collectible Phenomenon
Pop Mart’s decision to introduce new Labubu variations comes as the company continues to capitalize on the blind box and designer toy trend that has swept across Asia and increasingly gained traction globally. The miniature version will offer collectors a more compact option, while the long-fur edition represents a textural departure from the original design.
Kasing Lung’s creation has evolved from literary character to physical collectible, with the Labubu becoming one of the standout successes in Pop Mart’s extensive lineup of designer toys. The character’s distinctive features – particularly its pointed ears and sharp teeth – have made it instantly recognizable to collectors.
The Business of Designer Toys
Pop Mart has built its business model around limited-edition collectibles and blind box sales, where customers purchase sealed packages without knowing which specific design they’ll receive. This element of surprise has proven highly effective at driving repeat purchases and creating a trading community among collectors.
The expansion of the Labubu line demonstrates Pop Mart’s strategy of extending popular intellectual properties through variations that appeal to existing fans while potentially attracting new collectors. By offering different sizes and textures of the same character, the company can refresh interest in established product lines without developing entirely new characters.
Industry analysts note that this approach has several advantages:
- Lower development costs compared to creating new character lines
- Reduced risk, as the character already has proven market appeal
- Opportunity for collectors to expand their collections in new directions
From Books to Global Phenomenon
The journey of Labubu from book illustration to physical collectible represents a successful case of character licensing and merchandising. Kasing Lung’s original three picture books provided the foundation for what has become a significant revenue stream for both the artist and Pop Mart.
The Labubu, by artist and illustrator Kasing Lung, first appeared with pointed ears and pointy teeth, in three picture books…
The character’s transition from page to product showcases how intellectual property can be leveraged across different media and formats. While the character began in books, its physical manifestation as collectible toys has dramatically expanded its reach and commercial potential.
Pop Mart’s announcement comes as the designer toy market continues to grow, with collectors increasingly viewing these items not just as toys but as art pieces and investments. Limited production runs and special editions have created a secondary market where rare versions of characters like Labubu can sell for many times their original retail price.
As the new mini and long-fur Labubu versions prepare to hit the market this month, collectors are already anticipating how these additions will fit into the character’s growing universe and what impact they might have on the collectible ecosystem that has formed around Pop Mart’s products.
