China’s Pop Mart announced the release of two new Labubu plush versions this month, including a mini-sized pendant plush and a long-fur edition of the popular toy monster. Labubu, created in 2015 by artist Kasing Lung, first appeared in Nordic mythology-inspired picture books before gaining massive popularity through Pop Mart collaborations beginning in 2019. While the figurines gained traction, it was the 2023 launch of Labubu plush keyrings that propelled the quirky character into global visibility.

The new mini Labubu pendant, part of The Monsters Pin For Love series, will feature multiple colors tied to alphabet letters and retail at $22.99. Alongside it, Pop Mart will sell 30 blind box letter pendants, each priced at $18.99, offering fans collectible patterns and charms. Meanwhile, the Rock the Universe vinyl plush, part of The Monsters Big Into Energy line, will introduce the first-ever long-fur Labubu. Each doll, priced at $114.99, will include a pearl-alloy heart necklace and be uniquely dyed so no two are alike.

The new products launch August 29 via Pop Mart’s website, app, and TikTok channels, available for shipping or in-store pickup. The releases highlight the company’s soaring success. Labubu has become a massive driver of growth, helping Pop Mart’s revenue more than double in 2024 to 13.04 billion yuan ($1.81 billion), with plush toy sales skyrocketing over 1,200% and now accounting for nearly 22% of total revenue. In the first half of 2025, profits surged nearly 400%, with Asia-Pacific revenue up 250% and Americas revenue climbing more than 1,000%, cementing Labubu as a global phenomenon.