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

In: Proceedings of the 2026 2nd International Conference on Data Mining and Project Management (DMPM 2026)

Author

Listed:
  • Siyan Zhou

    (Newcastle University)

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.

Suggested Citation

  • Siyan Zhou, 2026. "Omni-Channel Marketing in the Designer Toy Economy: The Brand Breakthrough Path of POP MART’s LABUBU," Advances in Economics, Business and Management Research, in: Ljiljana Trajkovic & José Alfredo F. Costa & Zaher Al Aghbari & Nor Azman Ismail & Dariusz Jacek Jak (ed.), Proceedings of the 2026 2nd International Conference on Data Mining and Project Management (DMPM 2026), pages 18-26, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-689-0_3
    DOI: 10.2991/978-94-6239-689-0_3
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