Pop Mart reportedly launches film studio for Labubu animated series production

Pop Mart has reportedly launched a film studio to create an animated series featuring its popular blind box character, Labubu, as part of its content expansion strategy.

The company has registered the copyright for the script of Season 1 of the animated series "Labubu與朋友們" this year, according to Chinese media outlets Cover News (封面新聞) and National Business Daily (每日經濟新聞). The registration date is 18 March, and the work was completed on 15 January.

Pop Mart has previously registered several Labubu-related trademarks in various sectors, such as education and entertainment, lighting and air conditioning, and fitness equipment. 

Due to the popularity of Labubu, Pop Mart seems to follow in Disney's footsteps and trajectory with the opening of the Pop Mart theme park in September 2023 and the preparation for the animated series, according to National Business Daily. 

Pop Mart appears to be following in Disney's footsteps due to Labubu's popularity, as evidenced by the opening of the Pop Mart theme park in September 2023 and preparations for the animated series, according to National Business Daily.  

Additionally, recognising the importance of developing Labubu's storytelling, Pop Mart founder Wang Ning seeks to diversify the blind box concept and enhance the content infrastructure by launching the animated series. Wang also revealed Pop Mart's plans to produce films, according to the reports. 

MARKETING-INTERACTIVE has reached out to POP MART for more information. 

Don’t miss: Labubu lands in Bali as Pop Mart bets on tourism-driven retail

Back in March, Pop Mart opened an immersive IP theme park named Pop Mart City Park (泡泡瑪特城市樂園) in Beijing, covering around 40,000 square meters. The park aims to convey happiness, create "little beauty" in the city and "extraordinary in daily life", and strives to provide tourists with "environmental emotional value" to make every visit a relaxing and healing process.

Apart from China, Pop Mart has also recently expanded into Southeast Asia and Australia. Last week, it opened its first store on Indonesia’s famed resort island, right across from Kuta Beach. It’s not just the brand’s seventh store in the country - it’s also Bali’s first-ever Labubu-themed outlet, designed to serve both as a retail concept and a pop-culture spectacle.

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