Labubus, the mischievous elf plush toys seen hanging on every celebrity’s designer bag this summer, have gone viral across the world, but now we know exactly how popular—and profitable—they have been. On Tuesday, the Chinese company Pop Mart, which manufactures and sells the Labubu franchise, released its financial report for the first half of 2025, and it has had a terrific year.
Overall, Pop Mart’s revenue grew 204 percent compared to the year before, and net profits increased 362 percent. The company’s gross margin rate reached 70.3 percent in 2025.
The Monsters franchise, designed by Chinese-Dutch artist Kasing Lung and primarily represented by the character
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