Pop Mart · Grow Your Brand · Character portfolio · China / Active / public company
Pop Mart
Pop Mart gives every character a world of its own. LABUBU brings attention. SKULLPANDA, HIRONO and the wider character portfolio show how Pop Mart gives collectors more than one reason to return.
Positioning, name, and architecture.
Pop Mart connects its retail name to character families with different creators, looks and stories. The company and its characters need separate roles.
Several character families keep separate visual identities while sharing Pop Mart's product and retail network.
Pop Mart makes character attachment the reason to collect, then gives that attachment different products and places.
Pop Mart is the retail and company name recorded in the business history from 2010. The cited history does not explain the founders' choice of the English name.
To light up passion and bring joy (corporate mission)
Retail masterbrand with a portfolio of artist IPs and collaborations
Pop Mart is the company and retail name. Character families sit within its portfolio; artist relationships and collaborations do not automatically mean outright ownership of every underlying IP.
Includes LABUBU; its long ears and toothed grin carry recognition into vinyl plush.
character family: Big into Energy source
Rounded headgear and facial proportions connect the figures across series.
artist IP: The Warmth Series source
Downcast eyes and small proportions stay visible through costume changes.
artist IP: Mime Series source
A named collaboration combines literary characters with HIRONO's figure design.
product collaboration: Le Petit Prince Series Figures source
Naming and tagline progression
Pop Mart opens its first Beijing retail store.
MOLLY Zodiac names a blind-box series within the business.
The annual report states the mission: To light up passion and bring joy.
Market and scale snapshot.
FY2025 audited group results. USD equivalents use the Federal Reserve's 31 December 2025 rate of RMB6.9931 per USD; RMB figures are the reported results.
RMB37.120052B reported group revenue.
RMB13.012042B profit for the year, including non-controlling interests; not adjusted net profit.
RMB32.101354B at 31 December 2025. This is balance-sheet scale, not market capitalization.
Pop Mart International Group Limited is the listed group; LABUBU is a character within THE MONSTERS.
Color system.
The official store wordmark uses white lettering on red. Product photography carries the wider range without turning every character color into a corporate color.
How the palette behaves
Red makes the store name easy to find beside changing character collections.
White keeps the tall wordmark legible.
Neutral black gives product names and details a consistent reading surface.
Recognition assets.
Faces, silhouettes and materials distinguish the characters. The Pop Mart wordmark identifies the company that brings the range to the shelf.
The ears and grin survive a change of color or material.
SKULLPANDA and HIRONO remain identifiable without borrowing LABUBU's face.
The red POP MART wordmark sits above a catalogue that changes by character and series.
Scores.
GYB editorial judgment on the brand's signals. These scores are not consumer research or a financial rating.
LABUBU's ears and grin remain visible across the Big into Energy colors.
SKULLPANDA and HIRONO have their own proportions and expressions.
Named series make the range legible and give individual figures a place in a set.
The compact red wordmark stays consistent above unlike character collections.
Character cues survive the move from figures to vinyl plush and accessories.
HIRONO × Le Petit Prince keeps both names visible in the product title.
THE MONSTERS still contributed 26% of H1 2026 revenue despite wider portfolio growth.
POP LAND extends the characters beyond the shelf; retail remains a separate channel.
Logo continuity.
The current Pop Mart wordmark is verified on its official store in 2026. A dated sequence of earlier masterbrand redesigns has not been verified; character and campaign marks are excluded from that history.
White condensed lettering on a red field identifies the company and store. Character logos belong to the product portfolio. source
Product and service lineage.
The business added channels and formats while the character remained the reason to choose.
A different face, a different family
SKULLPANDA keeps its rounded headgear and facial proportions across The Warmth Series. Its identity does not depend on LABUBU.
HIRONO carries another mood
The downcast eyes and small body remain legible through Mime Series costumes. The styling changes while the character stays recognizable.
Color changes. The face holds.
Big into Energy repeats the ears, eyes and toothed grin across different colors. A collector can see the family before reading the series name.
A collaboration with clear boundaries
HIRONO takes on Le Petit Prince characters without losing its own proportions. The collaboration is a product series, not a Pop Mart corporate identity.
Product and service system
The first Beijing store gives the company a physical point of sale.
MOLLY Zodiac puts a named character into a blind-box collection.
Vending-style shops add another way to encounter the range.
The Beijing park gives characters a physical setting beyond product packaging.
Turning points.
The useful milestones change how a character is found, collected or experienced.
A named blind-box series gives individual figures a shared collecting frame.
The company adds an event alongside stores and roboshops.
The Beijing park opens in September.
Six IP families each exceed RMB1 billion in first-half revenue.
Public reaction.
Sales establish buying demand. They do not tell us why every customer bought, or how every fan feels.
H1 2026 revenue reached RMB17.17 billion, with six character families above RMB1 billion each.
THE MONSTERS supplied 26% of H1 2026 revenue. The portfolio must keep earning demand beyond LABUBU.
Full timeline.
First Beijing store opens
Lifestyle flagship opens
MOLLY Zodiac and online channels launch
Roboshops and Beijing Toy Show begin
Shanghai Toy Show follows
POP LAND opens
Annual revenue reaches RMB37.12 billion
Six IP families pass RMB1 billion in H1
Steal / avoid.
- Give each product family a face customers can recognize without reading its name.
- Build series around details that survive a change in color, material or costume.
- Use the retail name to organize the range without flattening every character into the same style.
- Do not let the largest hit become the only story the company can tell.
- Do not confuse a character, an artist IP, a collaboration and the listed company.
- Do not treat social visibility or a lower revenue share as proof of commercial growth or decline.
Short answer.
Pop Mart is a Chinese collectibles and character-entertainment company listed in Hong Kong as 9992. Its brand system pairs a stable retail name with separate character families, including THE MONSTERS, SKULLPANDA and HIRONO. LABUBU belongs to THE MONSTERS. The practical lesson is to preserve recognizable character details across series while building demand for the wider portfolio.
Frequently asked questions
Is Pop Mart the same brand as LABUBU?
Pop Mart is the company and retail name. LABUBU is a character within THE MONSTERS, one family in the wider portfolio.
What makes Pop Mart recognizable?
The red and white store wordmark identifies the retailer. Character shapes do much of the product work: LABUBU's ears and grin, SKULLPANDA's headgear and HIRONO's downcast eyes.
What can another brand learn from Pop Mart?
Keep a product family recognizable as the range grows. Use the same few physical cues across series, then let other families develop identities of their own.
Need help with your own brand?
Use Private brand work when your name, identity, proof, or message needs a sharper branding decision.
Sources.
Use the education shelf for the concepts behind this brand page.
Private brand workUse this when the decision belongs to your own brand.
All brandsReturn to every brand page.
- Pop Mart prospectus: business milestones, p160
- Pop Mart 2023 annual results: POP LAND
- Pop Mart 2025 annual report: finance, company and mission
- Pop Mart H1 2026 results, 20 August 2026
- Federal Reserve H.10: RMB per USD
- Big into Energy: official product series
- SKULLPANDA The Warmth Series
- HIRONO Mime Series
- HIRONO × Le Petit Prince Series
- Current official Pop Mart wordmark