Beijing: Chinese toy giant Pop Mart is charting an ambitious course to transform its viral Labubu character into a global entertainment franchise, mirroring the success of Disney’s long-term intellectual property strategy. In a recent interview with Reuters, Pop Mart Executive Director Si De revealed that the company plans to expand well beyond toy sales. “We have learned from Disney for a long time,” said Si De. Pop Mart reported a 200% year-on-year increase in sales attributed to the character in 2025, with Labubu accounting for 35% of its first-half revenue. AdvertisementOther Pop Mart characters such as Skullpanda, Molly, and Crybaby also saw remarkable performance, each exceeding 1 billion yuan in first-half sales — further validating the company’s multi-IP strategy.