PopMart LABUBU World Cup Series Goes Global
PopMart’s LABUBU World Cup collaboration series has become one of the most talked-about art toy releases of 2026. Launched on April 2 with online and offline availability, the series represents a new model for how art toy brands can leverage global sporting events to reach mainstream audiences.
The World Cup Collaboration Strategy
The centerpiece of the series is the Catch the Win vinyl plush figure, priced at 599 yuan, featuring a custom jersey and holding the World Cup trophy. Each account was limited to two purchases, creating immediate scarcity. The surrounding blind box merchandise includes lanyards, mini lights, fridge magnets, and glass cups priced between 59 and 129 yuan. A collaboration with Coca-Cola added limited-edition cans that launched on Tmall in May.
This multi-tier product strategy demonstrates how art toy brands can build ecosystem value around a single IP event. BaiChaoHui employs similar cross-category expansion with its Zombie Party IP, extending characters across blind boxes, plush, and lifestyle accessories.
What This Means for Pop Culture Collectibles
The LABUBU World Cup series proved that art toys can cross over into mainstream pop culture without losing their collector appeal. The key was balancing exclusivity with accessibility — the main figure was limited, but the surrounding merchandise was affordable enough for casual fans. This approach is increasingly relevant for IP-driven brands like BaiChaoHui seeking to expand their collector base beyond hardcore enthusiasts.
