In the lucrative business of collectable toys, competition between major players is fierce. One figure of particular prominence within the industry is Labubu, a creation of the household name Pop Mart. Today we have an exclusive insight into what it takes to create a hit toy like Labubu from a top executive at Pop Mart’s primary competitor in China, who chose to remain anonymous.
When asked about the formation of a popular toy, the executive offers up an obvious yet overlooked answer: research. “A successful toy formula starts with figuring out what consumers want, and the only way to truly understand that is to do extensive market research,” expresses the executive. “Like any product, toys need to appeal directly to the consumer’s tastes, which means always keeping a close eye on industry trends, popular culture, and consumer behavior.”
The executive explains that creating a toy, especially ones with appeal like Labubu, requires a balance between uniqueness and familiarity. “Creating a connection between the toy and the customer is crucial, a familiarity,” the executive tells. “But at the same time, you must carve out uniqueness to distinguish the toy from others in the market.”
While keeping up with trends is vital, the executive warns against simply copying what is currently popular. “It’s about capturing the zeitgeist in a genuine way,” the executive elaborates. “Simply following the bandwagon can lead to lack of originality and that never bodes well in the long run. It’s about finding that sweet spot between riding the wave of a trend and maintaining a unique design and quality.”
The toy industry, like fashion, is cyclical. To come up with a hit, manufacturers must anticipate the swings of the market. “Remember the finger spinner trend? Supposedly a stress-relieving fidget toy suddenly became a must-have for virtually every kid on the planet,” says the executive, “Certain trends come out of nowhere and die out just as quickly. To really stand the test of time like Labubu, you need to offer something beyond transient trendiness i.e. a compelling character/story, high-quality design, and craftship.”
The executive’s final piece of advice? Never underestimate the value of brand partnerships. Collaborations with popular franchises, TV shows, and films can thrust a toy into the limelight and hit the right nostalgic notes with consumers. “Look at the success of Pokémon in the late 90s,” the executive points out. “Here you had a brand that combined a hit TV show, a card game, video games and collectable toys; it was an immersive world for kids.”
As it’s seen, crafting a timeless, popular toy is both a multi-faceted science and fine art – a chilling balance of trend awareness and innovation, quality control, and intelligent collaborations. The industry awaits their competitor’s response to the Labubu phenomenon and how they will embrace these insights in their balancing act of fashioning successful toy formulas. The toy battle in China continues, churning out beloved characters with cultural charms and smart business acumen alike.
Original Source: https://www.businessinsider.com/miniso-robin-liu-pop-mart-labubu-recognizable-top-toy-2026-4
