In the world of collectible toys, few characters have managed to capture hearts the way Labubu has in recent years. Created by Hong Kong-based artist Kasing Lung, in collaboration with the toy brand Pop Mart, Labubu is a goblin-like character that stands out with its mischievous grin and expressive eyes. With its sharp teeth and playful yet dark design, Labubu quickly rose to fame, gaining a dedicated following among art toy enthusiasts.
Labubu is part of “The Monsters” series, which mixes elements of Western fairytale creatures with a quirky, whimsical darkness. This blend of charm and emotional expression, despite being a static figure, has made Labubu a standout in the world of vinyl toys.
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Over the years, it has gained a global following, and in 2024, its popularity exploded, especially in the United States. Pop Mart’s collaborations with celebrities helped fuel the toy’s rise, and now, Labubu has become a must-have for toy collectors.
However, what many fans might not know is that Pop Mart has set its sights beyond toys and is considering an ambitious move into the theme park industry.
In a recent interview with Reuters, Pop Mart CEO Si De revealed exciting plans to create a Labubu-themed park, drawing inspiration from the world’s most successful theme park brand, Disney.
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Mr. De stated:
We have learned from Disney for a long time. In fact, Disney’s great value lies in its ability to operate IP [intellectual property] over the long term, even up to 100 years.
He says Pop Mart’s focus in the near term was not to find the “next big hit” but to invest in “better products, finding better collaborations, developing content, theme parks, store displays” for Labubu. The eventual goal is to have five to 10 IPs with similar long-term potential to Labubu.
While Pop Mart is focused on expanding Labubu’s reach, Si De emphasized that the goal is not just to find the “next big hit,” but rather to create “better products, finding better collaborations, developing content, theme parks, store displays.”
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But the road to success is far from easy. Despite the clear ambition, industry experts remain cautious. Jeff Zhang, an analyst at Morningstar, offered some perspective, pointing out that while it is easy to copy Disney’s model, achieving the same level of success is much harder.
We all know Disney’s playbook, which overall is relatively easy to replicate, but its success is not,” Zhang noted. “Compared to legacy IP operators like Disney and Sanrio, Pop Mart still has a long way to go, and there are risks involved in execution.
Replicating Disney’s magic in the theme park space is no small feat. The company has decades of experience, creating immersive experiences that have captivated generations of visitors.
Pop Mart, on the other hand, is still in the early stages of turning Labubu into a globally recognized brand. To succeed, the company would need to ensure that Labubu’s appeal is not only translated into a physical space but also that it can sustain a large-scale theme park, one that attracts millions of visitors year after year.
Even with these challenges, Pop Mart’s potential to create a unique experience should not be dismissed. Labubu has already earned a passionate fanbase, and Pop Mart’s ability to tap into the millennial and Gen Z audiences could be key to its success. These groups, who are often drawn to fresh, innovative concepts, might find a Labubu theme park to be a perfect blend of nostalgia, novelty, and entertainment.
However, for now, Pop Mart’s theme park plans are just that—plans. The company is still in the early stages of this venture, and while the excitement is building, the execution will be crucial. If Pop Mart can pull it off, it could be the next big thing in theme parks, offering an alternative to Disney’s dominance.
Do you think Pop Mart’s Labubu character has what it takes to stand alongside Disney in the theme park industry? Would you visit a Labubu theme park if it came to life? Share your thoughts in the comments below!
