After weeks of community buzz and speculation surrounding “Labubu 4.0,” POP MART has pulled back the curtain, launching the official product page for its highly anticipated Labubu Pin for Love series. Set for a global release on August 29, 2025, this launch confirms not just one, but two exciting new blind box formats: the hero Vinyl Plush Pendant Blind Box and the complementary Letter Pendant Blind Box.
This isn’t just a new collection; it’s a paradigm shift for the world’s most beloved art toy IP. As your trusted source, we’re here to break down everything we now officially know about this groundbreaking release.
The Main Event: A Deep Dive into the Vinyl Plush Pendant Blind Box
While both formats are exciting, the Vinyl Plush Pendant Blind Box is undoubtedly the star of the show. It delivers on the promise of a “Mini Labubu” in a truly innovative way.
- A Grand Collection in Two Parts: The collection is ambitiously structured across two distinct sets: Set (A-M) and Set (N-Z). This dual-set approach creates a grand total of 30 unique plush pendants for dedicated collectors to pursue. Each set contains 14 individual blind boxes.
- The Alphabet of Emotion: The naming convention is both simple and deeply personal. The regular characters are named after the letters of the alphabet (A-M in the first set, N-Z in the second). This transforms the act of collecting into a form of self-expression, allowing fans to spell out names, initials, or secret messages. Completing the regular lineup in each set are two enigmatic symbols: “?” and “&”, adding a touch of mystery to the alphabet.
- A New Level of Chase: The rarity structure has been redefined. Each set features its own unique secret figure, both with a thrilling 1/168 chase rate. Collectors in the (A-M) set will be hunting for the Heart secret, while those pursuing the (N-Z) set will seek the elusive “!” secret. This makes the unboxing experience more exciting than ever.
- The Power of Mini: The most significant physical evolution is the size. Measuring a compact 10.5cm (excluding the loop), this mini format is a direct response to the demand for greater versatility. It’s a stark contrast to larger releases like the 17cm “Big Into Energy” series, making the Pin for Love pendants perfect for adorning phones, keys, and backpacks, strengthening their role as a personal accessory.
The Perfect Partner: The Letter Pendant Blind Box
Complementing the plush figures is the all-new Letter Pendant Blind Box. While the plush pendants offer a character-based interpretation of the alphabet, this series appears to provide a more direct, stylized way for fans to collect letters and symbols.
This format allows for even greater personalization, giving collectors the tools to literally wear their heart—or their name—on their sleeve. It’s the perfect companion to the plush series, enabling endless combinations and solidifying the collection’s core theme of communication and personal connection.
What This Launch Means for the Market
This dual-format launch is a strategic masterstroke by POP MART with significant implications for both collectors and retailers.
- For the Collector: The A-B set structure presents a new, exciting challenge. It encourages community interaction, trading, and a more prolonged and engaging collecting journey. The smaller size and accessory-focused design also means Labubu can be integrated into daily life in ways that weren’t possible before.
- For the B2B Partner: This is a retail dream. The dual-set strategy is designed to drive volume sales. The lower price point of a mini format makes it an ideal impulse buy. Most importantly, the universal themes of “love,” “letters,” and “secrets” give this series an incredibly broad market appeal, extending far beyond the core collector base.
Get Ready: August 29th is the Day
The official launch of the Labubu Pin for Love product page has transformed speculation into confirmed excitement. With two innovative formats, a deeply personal theme, and a thrilling new chase dynamic, POP MART has once again redefined what’s possible for its flagship IP. Mark your calendars for August 29th—a new era for Labubu is about to begin.
