Omni-Channel Marketing in the Designer Toy Economy: The Brand Breakthrough Path of POP MART’s LABUBU

Siyan Zhou ()
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Siyan Zhou: Newcastle University

A chapter in Proceedings of the 2026 2nd International Conference on Data Mining and Project Management (DMPM 2026), 2026, pp 18-26 from Springer

Abstract: Abstract This paper examines POP MART’s marketing strategies through the case of its well-known IP, LABUBU. The growth of the designer toy economy and the rising influence of Generation Z consumers have created new opportunities for IP-driven business models. Yet, most existing studies of omni-channel marketing focus on retail and e-commerce, with limited attention to cultural and creative industries. Using company reports, industry data, and the frameworks of omni-channel marketing and experiential consumption, this study explores how POP MART combines its omni-channel system with the emotional value of LABUBU to drive rapid brand growth. The analysis shows that POP MART’s success lies in the integration of IP-based scarcity, experiential marketing, and community engagement across both domestic and international markets. This research contributes to academic discussions by extending omni-channel marketing theory to the designer toy sector, while also offering practical guidance for cultural enterprises aiming to build competitive global brands.

Keywords: Omni-Channel; Experiential Marketing; Consumer Behavior; IP Strategy; Branding (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-689-0_3

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DOI: 10.2991/978-94-6239-689-0_3

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