Visitors gather at a Pop Mart store in Shanghai on May 5. TANG KE/FOR CHINA DAILY
Collectible toy giant Pop Mart has deepened its partnership-driven growth strategy through a new Twinkle Twinkle collaboration with McDonald's China. Since launching on May 20, the campaign has drawn long queues, social media buzz and growing resale prices, with some co-branded toys reportedly trading more than 30 percent above their original price on the secondary market.
Si De, chief operating officer of Pop Mart, said the company's intellectual property portfolio continues to demonstrate strong commercial vitality across global markets.
"Our IPs have maintained strong momentum in recent months. Labubu continues to enjoy strong popularity among global consumers," Si said. In the first quarter, collaborative products including Labubu x Sanrio and Labubu x FIFA delivered excellent performance, he said.
The remarks came as Pop Mart recently released its first quarter 2026 financial update, signaling revenue growth of between 75 percent and 80 percent year-on-year. Revenue in the Chinese market surged between 100 percent and 105 percent, supported by a 150 percent to 155 percent increase in online sales.
