Pop Mart’s plan to launch a Labubu media franchise is a logical subsequent step after the toys’ reputation, consultants mentioned.
A Labubu film might assist Pop Mart evolve from a toy retailer to an leisure model, mentioned Kim Dayoung a advertising lecturer on the National University of Singapore.
“For Gen Z and Millennial consumers, content and commerce are closely intertwined – watching a story, connecting with a character, and then buying into that world is a seamless journey… The potential is very high,” Kim advised the BBC.
It might additionally re-assure Pop Mart buyers concerning the worth of the corporate.
“Labubu has a loyal and fanatic customer base, so a film could potentially be a significant growth opportunity for them, if the content is appealing,” mentioned Kapil Tuli from the Lee Kong Chian School of Business on the Singapore Management University.
A Labubu film might additionally capitalise on the momentum of Chinese animation, following the blockbuster success of Ne Zha 2 and the online game Black Myth: Wukong, Tuli mentioned.
“It’s a good moment to make that jump.”
