A Pop Mart exec wants Labubu and other blind box characters to have Mickey Mouse’s staying power

Key Takeaways:

• Pop Mart is determined to keep Labubu, its blind box character, relevant for a long time
• The company looks to Mickey Mouse as a model of enduring popularity
• There’s an emphasis on brand-building and long-term fan engagement
• The article was originally published by Insider on September 30, 2025
• The story reflects how Chinese collectibles are aiming for wider global appeal

Pop Mart’s Ambition

Pop Mart, a Chinese toy company, has set its sights on establishing the long-term relevance of its blind box characters. At the forefront of its collectibles lineup is Labubu, a whimsical figure that has already gained a considerable following. Pop Mart aims to ensure that Labubu remains popular and culturally resonant, transcending fleeting trends in the marketplace.

Mickey Mouse as a Blueprint

Inspiration for this mission, according to the Insider article, comes from none other than Disney’s iconic Mickey Mouse. The enduring success and widespread recognition of Mickey Mouse offer a model for Pop Mart as it charts Labubu’s future. The aim is clear: create a lovable character with broad appeal that can stand the test of time and resonate across generations.

A Chinese Toy Company’s Strategy

Pop Mart’s rise in the business of collectibles has put it among the most recognized Chinese toymakers internationally. Blind box products—delivering surprise figures to eager collectors—have proven to be an effective model for generating repeat engagement. By ensuring that Labubu captures consumer interest and loyalty, Pop Mart hopes to consolidate its foothold as a major player in the global collectibles market.

Ensuring Long-Term Appeal

Though details are limited, the article underscores Pop Mart’s commitment to crafting strategies centered on development, marketing, and innovation. Maintaining relevance over years calls for more than just novelty; it requires tapping into cultural appeal and consistent brand storytelling. Pop Mart’s approach likely involves continuous brand-building efforts to keep Labubu fresh in the eyes of fans and collectors.

Looking Ahead

While it remains to be seen if Labubu will reach Disney-level fame, Pop Mart’s aspiration to emulate Mickey Mouse’s staying power reflects a broader trend in the collectibles industry. Companies are recognizing the value of iconic characters that can bridge generations and hold their charm over time. Whether Labubu becomes the next household name or not, Pop Mart’s vision signals a bold move in the constantly evolving world of pop culture collectibles.