On August 28th， according to Kuaikeji， Pop Mart’s “Mini LABUBU” is scheduled to go on sale tonight at 10 PM.
The Mini LABUBU will be priced at 79 yuan per unit， with a full set costing 1106 yuan. Currently， the platform does not offer a pre-order function， but users can make reservations through the mini-program to receive sale notifications.
Reports indicate that on the Dewu platform， the “Heart Code” series of vinyl plush hanging blind boxes has already garnered 24，100 reservations. This high pre-order volume suggests a significant consumer interest in collectible blind boxes， especially those featuring popular characters.
The “Heart Code” series being launched comprises vinyl plush hanging blind boxes. The product is divided into two distinct series， each containing 14 regular designs and one hidden edition， resulting in a total of 30 unique collectible figures. The inclusion of both regular and rare “hidden” versions is a common strategy in the blind box market， incentivizing repeat purchases and fostering a sense of excitement among collectors.
The Mini LABUBU boasts a more compact and exquisite size， making it convenient for users to express their personal style anytime and anywhere. The relatively accessible price point is expected to further stimulate consumer purchasing enthusiasm. This strategy of offering smaller， more affordable versions of popular toys can effectively broaden the customer base.
Tomorrow， August 29th， this series will also be available for purchase simultaneously in Pop Mart’s offline stores. This dual-channel release strategy， spanning both online and offline， is designed to maximize reach and cater to diverse consumer preferences.
Previously， at Pop Mart’s 2025 Mid-term Performance Conference， Chairman and CEO Wang Ning expressed strong confidence in the new Mini LABUBU. This forward-looking statement from leadership highlights the company’s strategic focus on product innovation and market expansion.
He stated， “The Mini LABUBU is launching this week. Previously， perhaps people only hung it on their bags as decoration， but starting next week， it can even be hung on phones. I believe it will definitely become a super popular and best-selling product.” This anticipation from the CEO underscores the perceived potential of the product to resonate with a broader audience by adapting to new usage scenarios， such as mobile phone accessories.
