Labubu Pop Mart strategy 2025

The rise and rise of Labubu: Pop Mart’s creator-led strategy to turn a toy into a global phenomenon

By Caroline Edwards - 29 Apr 2025
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Posted by Caroline Edwards in Case studies

6 months ago

Creators are driving the craze for collectible blind box plush Labubu, an elf character that looks like an evil bunny, which retails for £17.50 and is sold by Chinese toy brand Pop Mart. UK consumer interest in the product began to rise in December 2024, according to Google Trends. Searches for the toy grew exponentially…

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