中国玩具公司Pop Mart正努力确保其病毒式流行的Labubu玩偶和其他知识产权角色在长期内保持相关性，类似于迪士尼成功管理米老鼠的方式。Pop Mart的首席运营官Si De表示，该公司长期以来一直向迪士尼学习，认为迪士尼的巨大价值在于其长期运营知识产权的能力，甚至长达100年。Pop Mart计划在未来投资于更好的产品、寻找更好的合作、开发内容、主题公园和商店展示，首先针对Labubu，然后是其其他受欢迎的知识产权角色。该公司已与Uniqlo、Crocs、乐高和茶品牌Chagee等众多品牌推出零售合作。其在北京的第一座主题公园Popland于2023年开业。Labubu已成为Pop Mart的一大赚钱工具，根据其8月19日发布的盈利报告，包括Labubu在内的“怪物”知识产权在2024年上半年对该公司的总销售额贡献了48.1亿元人民币，约6.74亿美元。

🌟 Pop Mart学习迪士尼长期运营知识产权的策略，希望Labubu像米老鼠一样保持长红。公司计划投资于产品、合作、内容和主题公园等方面，确保其IP角色的长期相关性。

🛍️ Pop Mart已与Uniqlo、Crocs、乐高和Chagee等品牌推出零售合作，通过跨界合作提升Labubu的市场影响力和品牌价值。

🎠 Pop Mart在北京开设了第一座主题公园Popland，为Labubu打造沉浸式体验，进一步巩固其IP角色的文化地位和粉丝粘性。

💰 Labubu已成为Pop Mart的重要赚钱工具，2024年上半年贡献了48.1亿元人民币（约6.74亿美元）的销售额，显示了其强大的市场号召力和商业价值。

🌍 Pop Mart在全球范围内实现了204%的收入增长，股票在过去一年中上涨了约400%，证明了其IP战略的成功和公司的强劲发展势头。

A Pop Mart executive wants Labubu and other characters to have Mickey Mouse's staying power.The Chinese toy company is working hard to ensure that Labubu remains relevant for years to come.Labubu has been a big money maker for Pop Mart, snagging brand deals and celebrity endorsements.

Pop Mart has Disney-sized ambitions for Labubu, and one of its top executives has outlined a road map to ensure that the furry dolls don't become a one-hit wonder.

The Chinese toy giant is trying to keep its viral Labubu doll and other intellectual property characters relevant in the long term, much like Disney had managed to do with Mickey Mouse.

Si De, Pop Mart's COO and executive director, told Reuters in an interview, released Monday, that Pop Mart had "learned from Disney for a long time."

"In fact, Disney's great value lies in its ability to operate IP over the long-term, even up to 100 years," Si said to the outlet.

Si said that in the near future, Pop Mart wanted to invest in "better products, finding better collaborations, developing content, theme parks, store displays" first for Labubu, followed by its other popular IP characters.

The company has launched numerous retail collaborations with brands like Uniqlo, Crocs, Lego, and tea brand Chagee, among others. Its first theme park, Popland in Beijing, opened in 2023.

Labubu has had its own pop culture moment, with big-name celebrities like Rihanna, Kim Kardashian, Paris Hilton, Blackpink's Lisa, and Joshua Hong from K-pop group Seventeen, buying into the trend and showing off the dolls on their socials.

Labubu has shaped up to be a big money-maker for Pop Mart. "The Monsters" IP, which includes Labubu, contributed 4.81 billion Chinese yuan, or about $674 million, to the company's total sales in the first half of this year, per its earnings report released on August 19.

The company reported a 204% increase in revenue in the first half of the year, compared to the same period in 2024, with global sales of 13.87 billion Chinese yuan. Its stock is up about 400% in the past year.

Representatives for Pop Mart declined a request for comment from Business Insider.