LABUBU frenzy continues, with global sales topping 100 million units in 2025
Baku, February 10, AZERTAC
Sales of its flagship LABUBU doll series surpassed 100 million units worldwide in 2025, and total sales across all its IP categories exceeded 400 million units, the Global Times reports citing Pop Mart.
Industry observers said the eye-catching figures underscore the Chinese trendy toy sector's strong potential—led by Pop Mart—to secure a leading position globally.
As one of Pop Mart's most iconic IPs, the result showed that more than three LABUBU toys are being snapped up by consumers every second in the world. The figures were disclosed by Pop Mart founder Wang Ning at the company's annual meeting.
Pop Mart is also regarded as a benchmark for the global expansion of China's homegrown IPs, observers said.
The company said that its products are now sold in more than 100 countries and regions, with over 700 stores scattered worldwide supported by six major supply-chain bases. In 2025, Pop Mart's global work force exceeded 10,000, while the registered membership shops exceeded 100 million.
In 2025, China's trendy toy industry started to reshape the business landscape. What the world is increasingly recognizing is not only "Made in China," but also Chinese IPs and the strong IP incubation capabilities of Chinese companies, the observers said.
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