Pop Mart just dropped the biggest collaboration in blind box history. Labubu × Sanrio — featuring Hello Kitty, Kuromi, My Melody, Cinnamoroll, and Pochacco — launched March 12 and sold out online in under 90 minutes.
What's in the Collection
Two product lines:
- Vinyl Plush Pendants (blind box): $39.99 each. Six standard designs plus one secret variant. Each features Labubu dressed as a different Sanrio character — the Kuromi version is already trading at 3× retail on secondary markets.
- Hello Kitty Labubu Plush Doll: $149.99. A 15-inch premium figure with Hello Kitty-inspired overalls, embroidered sleep mask, and pillow accessory. Limited production for THE MONSTERS' 10th anniversary.
Why This Matters
This is not just another collaboration. It is a strategic merger of two collector ecosystems. Sanrio has 50+ years of brand equity and a massive female fanbase in the West. Pop Mart has the blind box mechanics and the hype machine. Together, they are targeting the "kidult" demographic from both directions.
The numbers back it up: THE MONSTERS IP alone generates approximately $700 million USD in half-year revenue, accounting for nearly half of Pop Mart's total IP sales. Adding Sanrio's audience could push that past $1 billion.
Where to Buy
Online sales launched March 12 at 10 PM ET on POPMART.com. Nationwide store availability begins in April. If you missed the online drop, your best bet is checking Pop Mart stores in person — they typically receive restocks 1-2 weeks after the initial sellout.
For other designer plush and collectibles, browse our collection.
Secondary Market Outlook
Expect launch-week premiums of 200-400% for the secret variant. Standard figures will likely settle at 1.5-2× retail within a month. The 15-inch plush doll is the better long-term hold — limited anniversary editions historically appreciate 3-5× over 2-3 years.