China’s Pop Mart says it is rolling out a mini version of its popular Labubu plush toys this month, along with a new long-fur version of the toothy little monster.

Labubu has been a bonanza for Pop Mart. Its revenue more than doubled in 2024 to 13.04 billion yuan ($1.81 billion), thanks in part to its elvish monster. Revenue from Pop Mart’s plush toys soared more than 1,200 per cent in 2024, nearly 22 per cent of its overall revenue, according to the company’s annual report.

Pop Mart's net profit soared nearly 400 per cent in the first half of 2025. Read more at straitstimes.com. Read more at straitstimes.com.