Beijing — Pop Mart, China’s leading pop-toy brand, is set to launch a new Labubu mini blind-box series this month, riding on the back of soaring earnings that cement its status as a global collectibles powerhouse.

The company reported a dramatic surge in performance in the first half of 2025, with adjusted net profit jumping 362.8% year-on-year. Revenues climbed to 13.88 billion yuan, more than double the same period last year. The strong results pushed Pop Mart’s share price to its highest level since its 2020 IPO, surging more than 12% following the announcement.

The upcoming Labubu mini-series will be released in two sets, each featuring 14 standard figures—linked to the letters A through N—plus one mystery character. Priced at 79 yuan (around $11) per box, the toys will be available online from August 28 at 10 p.m., with in-store sales beginning the next day.

The announcement, made via WeChat and amplified across Chinese social platforms, has already ignited excitement among collectors. On Xiaohongshu, some users praised the creativity of the design, while others worried about supply shortages and the rush to secure limited-edition pieces.

CEO Wang Ning, speaking at the company’s earnings call, said the new series reflects Pop Mart’s mission to blend creativity, culture, and mass-market appeal. He described Pop Mart as “a tree rooted in China’s inclusive culture, its manufacturing strength, and its vast consumer market.”

The Labubu character, already one of Pop Mart’s most popular designs, is expected to drive another wave of sales as the company looks to extend its global footprint and capitalize on surging demand for collectible toys.

With its latest launch, Pop Mart continues to demonstrate the power of its IP-driven model in an increasingly competitive global toy market. Analysts suggest that the company’s ability to pair cultural storytelling with savvy marketing has turned Labubu and other characters into lifestyle symbols for a generation of young consumers.