China’s Pop Mart says it is rolling out a mini version of its popular Labubu plush toys this month, along with a new long-fur version of the toothy little monster. The Labubu, by artist and illustrator Kasing Lung,

Pop Mart chief executive Wang Ning said on Wednesday his toy company was on track to meet its targeted revenue goal of 20 billion yuan ($2.78 billion) in 2025, and that "30 billion ($4.18 billion) this year should also be quite easy.

Labubu has been a bonanza for Pop Mart. Its revenue more than doubled in 2024 to 13.04 billion yuan ($1.81 billion), thanks in part to its elvish monster. Revenue from Pop Mart’s plush toys soared more than 1,200 per cent in 2024, nearly 22 per cent of its overall revenue, according to the company’s annual report.