CNBC AI News – August 28th – Pop Mart is gearing up to unleash its “Mini LABUBU” collectables, scheduled for online launch tonight at 10 PM.
Priced at $11 per unit, or $155 for a complete set, the Mini LABUBU eschews pre-order functionality, opting instead for a simple “release notification” sign-up via its mini-program. This streamlined approach aims to capture immediate consumer interest.
Rival platforms are already witnessing significant anticipation. Reports indicate that on Dewu, the “Heart’s Password” series of vinyl and plush keychains has garnered over 24,100 reservations. This points to a robust demand for smaller, collectible figurines.
The “Heart’s Password” series itself is a collection of vinyl and plush keychains, split into two distinct lines. Each line boasts 14 regular designs and one elusive “hidden” variant, culminating in a total of 30 unique figures. This tiered rarity system is designed to drive collectibility and secondary market value.
The Mini LABUBU’s diminutive size makes it a versatile accessory, readily attached to bags or even mobile phones, allowing consumers to express their personal style on the go. Its accessible price point is poised to further amplify consumer enthusiasm and drive impulse purchases.
Brick-and-mortar Pop Mart locations will simultaneously launch the Mini LABUBU series tomorrow, August 29th, offering an alternative avenue for consumers to acquire the sought-after collectibles.
During Pop Mart’s mid-term 2025 earnings release, Chairman and CEO Wang Ning expressed considerable confidence in the Mini LABUBU’s market potential.
“This week, we are launching the Mini LABUBU,” Wang stated. “While previously, LABUBU might have been clipped onto a bag, starting next week, it can even adorn a mobile phone. We believe this will become a highly successful and popular product.” This confident prediction suggests Pop Mart anticipates the Mini LABUBU to not only complement existing product lines but potentially redefine the way consumers interact with collectible figures.
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