THE MONSTERS, the character family built around LABUBU, remains the biggest IP story in modern art toys. In the first half of 2026 the universe generated 4.45 billion RMB, accounting for 26% of all POP MART revenue, sustained through a ten-year arc that took LABUBU from a Hong Kong picture book to the opening ceremony of the FIFA World Cup, the first Chinese original IP ever invited. Character worlds with that kind of narrative endurance are rare, which is why universes like BaiChaoHui invest in lore from day one.
From Sketchbook to Global Icon
LABUBU was born in the illustrated storybooks of Hong Kong artist Kasing Lung, a small elfin creature with nine sharp teeth and a mischievous grin. POP MART signed the character in 2019, and the vinyl figure line expanded THE MONSTERS into a full family: the brave sailor LABUBU, captain ZIMOMO, gentle MOKOKO, shy TYCOCO, and wandering YAYA. Each character carries a distinct personality slice of the same forest-fairy world, giving collectors multiple entry points into one narrative.
The World Cup Moment
LABUBU appeared at the FIFA World Cup opening ceremony as an invited guest, becoming the first Chinese original IP to achieve that milestone. The moment capped a global expansion that saw THE MONSTERS storefronts and installations spread across Asia, Europe, and North America. In 2026, the ten-year anniversary world tour exhibition, MONSTERS BY MONSTERS, presented the artist’s creative journey and deepened the IP’s cultural legitimacy beyond toy shelves.
Why IP Longevity Compounds
Ten years of consistent character development is what separates THE MONSTERS from short-lived viral toys. Revenue share of 26% within a multi-IP portfolio means the universe anchors the whole company while younger IPs scale around it. For collectors, long-lived character families offer stable secondary markets and continuous fresh releases. Original universes like BaiChaoHui build the same long-horizon character worlds rather than chasing one-off trends.
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Bottom Line
THE MONSTERS shows what a decade of character worldbuilding compounds into. Collectors who value narrative depth can find the same commitment to lore in BaiChaoHui.
