On August 19th, 2025, the art toy world turned its attention to POP MART’s mid-year earnings conference call. Beyond the impressive financial data, founder and CEO Wang Ning delivered a piece of news that sent ripples through the collector and retail communities: a new, mini version of their flagship IP, Labubu, is imminent.
This announcement isn’t just another product drop; it’s a strategic move that signals the future direction of the world’s most popular art toy IP. For B2B partners and retailers, understanding the nuances of this news is critical for future planning. This article will break down what we officially know, analyze the business implications, and cautiously examine the unconfirmed (but exciting) rumors surrounding what the community is calling “Labubu 4.0.”
What We Officially Know from POP MART
Based on the statements from Wang Ning during the conference call, here are the confirmed facts:
- A “Mini Labubu” is Launching This Week: The most concrete piece of news is the confirmation of a smaller-scale Labubu. Wang Ning showcased a sample, stating it could be hung on a mobile phone, suggesting a significant size reduction from the standard pendant format and opening up more diversified usage scenarios.
- The IP’s Value is Just Beginning: The CEO emphasized that Labubu’s journey as a world-class IP is only starting. He stressed a philosophy of restrained and thoughtful product development, aimed at long-term value creation rather than short-term consumption of the IP’s popularity.
- Broader IP Family Potential: Wang Ning reminded the audience that Labubu is part of the larger “THE MONSTERS” family, which contains other characters with significant potential for future development. This indicates a healthy, platform-based approach to IP management.
- Aggressive Global Expansion: POP MART is targeting significant growth in the Middle East, South Asia, and Central/South America. They plan to continue opening flagship stores in key global cities like Paris, Sydney, and New York, with a goal of exceeding 200 overseas stores by the end of the year.
Why This News Matters for B2B Partners
For a retailer or distributor, this announcement provides several key strategic insights:
- Validation of Long-Term Investment: The CEO’s public commitment to the Labubu IP signals stability. It assures B2B partners that they are investing in a brand with a long-term vision, not a fleeting trend. This reduces inventory risk and builds supplier confidence.
- New Market Segments & Price Points: The “Mini Labubu” format is a game-changer. It likely introduces a lower price point, making it an ideal impulse purchase item for checkout counters. Its utility as a phone accessory also opens up a completely new market beyond traditional toy collectors.
- Increased Global Brand Recognition: POP MART’s aggressive international expansion directly benefits every B2B partner. As the brand becomes more visible and sought-after in markets from Europe to the Middle East, the sell-through rate for retailers in those regions will naturally increase.
The Unconfirmed Details: Analyzing the “Labubu 4.0” Rumors
Disclaimer: The following information is based on unconfirmed details circulating online and from non-official channels. The official series name, design specifics, and final format are subject to change and should be considered speculative until POP MART’s official release at the end of August.
While the official news provides the strategic “why,” the online community has been buzzing with the potential “what.” Here’s a breakdown of the most credible rumors surrounding what is being called the 4th generation of Labubu:
- Potential Series Name: Rumors suggest the English name is THE MONSTERS PIN OF LOVE series, with a potential Chinese name of 【心底密码】(Code of the Heart). This thematic direction hints at mystery and emotional connection.
- Innovative A-B Format: The series is believed to feature an “A-B side” configuration, similar to a previous popular release. This could mean collectors need to purchase two complementary sets to complete a full collection, a compelling sales mechanic that retailers should be aware of.
- Rarity and Chase Structure: It is rumored that the A and B sides will share one regular secret figure and one super secret figure. This creates a powerful chase dynamic that can drive significant case-volume sales for dedicated collectors.
- A Spectrum of 12 Colors: The mini figures are expected to come in 12 different colors, each potentially representing a different “code” or emotion in line with the series theme.
Conclusion: A New Chapter for Labubu
What is certain is that POP MART is entering a new, exciting chapter with its star IP. The official confirmation of a Mini Labubu, backed by a strong commitment to global growth and long-term IP value, provides a solid foundation of confidence for all B2B partners.
While we must await the official announcement for final details, the unconfirmed leaks paint a picture of an innovative and highly collectible series. For retailers, the key takeaway is clear: the demand for Labubu is set to evolve and expand. Preparing for a new format, a new theme, and a new wave of collector excitement will be paramount to capitalizing on what promises to be one of the biggest art toy releases of the year.
