What POP MART‘s overseas sales reveal about regional consumer preferences.

2025/7/22:Recent sales data from Pop Mart, based on Amazon marketplace performance across seven countries in June 2025, reveals key insights into global consumer preferences in the designer toy industry.
Regional Highlights:
The U.S. market alone contributed 75% of the Top 10 product sales, confirming North America as Pop Mart’s strongest overseas region.
Labubu’s “Lazy Yoga” series emerged as the top-selling IP globally, appearing in bestseller charts across five different countries.
North American buyers favored bold, expressive figures, particularly the SKULLPANDA and Crybaby collections, aligning with the region’s taste for emotional and visually striking designs.
European consumers leaned toward artistic and subtle aesthetics, such as the Little Wild (Xiao Ye) series, reflecting a preference for introverted and refined storytelling.
Pricing & Product Trends:
Spain recorded the highest average price per item at ¥263, while France had the lowest, correlating with lower sales volumes.
The UK led European sales volume, with a strong demand for character-driven collectibles.
Over 70% of the top sellers were plastic static figures, with Labubu and Peach Riot among the most popular across multiple markets.
Strategic Insight:
This report underscores the importance of regional customization for lifestyle and designer toy brands. In an increasingly segmented global market, a “one-size-fits-all” strategy no longer works—what sells in the U.S. may not resonate in Europe or Asia. Brands entering international markets must adjust product lines, IP focus, and pricing strategies based on local cultural and consumer preferences.
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Let’s unlock your brand’s global potential, together.