A client shows her Labubu doll to media during the opening of Germany's first shop for Labubu plush dolls in Berlin, Germany, on July 25, 2025.

Pop Mart told the Global Times on Sunday that 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. 

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. 

Financial results from another emerging Chinese IP creator, Here Group Limited, showed that WAKUKU—a Chinese IP that has recently gained global recognition—generated 89.73 million yuan ($12.5 million) in revenue in its latest fiscal quarter. From July 1 to September 30, 2025, ZIYULI, a brand popular among Chinese consumers, recorded revenue of 20.76 million yuan, while SIINONO posted 12.89 million yuan in revenue after its launch in July of 2025.

Visitors explore Chinese pop toy maker Here Group Limited's pop-up store in a shopping mall in Shanghai on December 23, 2025. Photo: VCG

The company's business now spans about 20 countries and is continuing to step up efforts to expand its international footprint, the company told the Global Times.

Separately, Ye Guofu, CEO of Chinese lifestyle brand MINISO, recently said that the company expects its global stores will reach 10,000 in three years, positioning itself as a key global channel for Chinese IPs and aiming to take 100 Chinese IPs overseas, according to new-economy research institute iiMedia Research.

MINISO has so far incubated a number of proprietary intellectual properties, including YOYO and the "Gifort Bear" series. Sales of the "Gifort Family" products topped 63 million yuan in the first quarter of 2025, with the Gifort Bear IP alone generating 48 million yuan in revenue, according to iiMedia Research.

In the first three quarters of 2025, China's exports of festive goods, dolls and animal-themed toys exceeded 500 billion yuan, reaching more than 200 countries and regions, with domestically made "trendy" products accounting for a sizeable share, according to Xinhua News Agency.

The Xinhua News Agency reported earlier that the trendy toy industrial cluster in Dongguan, Guangdong Province saw its total output value rise from 126.22 billion yuan in 2022 to reach 155.06 billion yuan in 2024, while annual research and development investment by local companies grew by an average of 31 percent and the number of original intellectual properties surpassed 100.