Labubu dolls made a significant splash on a recent shopping livestream in London, marking Alibaba’s AliExpress entry into China’s Singles’ Day shopping extravaganza within the UK market. This event highlights the global phenomenon surrounding collectible toys, particularly Pop Mart’s charming figures, which include Labubu, Crybaby, and SkullPanda.
The appeal of these dolls lies in their “blind box” selling strategy, which conceals the contents from buyers, creating a sense of mystery and excitement. This approach has proven profitable for Beijing-based Pop Mart, where revenues have surged thanks to an innovative business model that draws inspiration from Disney’s success in transforming characters into long-lasting consumer favorites.
AliExpress capitalized on this trend by engaging popular 23-year-old British influencer Anna Williams, who boasts 1.3 million TikTok followers, to co-host a series of four daily livestreams alongside fellow influencer Mary He. Their goal is ambitious, aiming to sell approximately 10,000 toys by the end of the week through these interactive sessions on the AliExpress app.
The results speak volumes: sales on Pop Mart’s official store in the UK soared by an astounding 1,500% in October compared to the previous year. Bonnie Zhao, AliExpress’s UK manager, emphasized that the surge extends beyond mere toy sales, with collectibles generally up by 300% in the first half of 2025. During the livestreams, viewers were treated to a closer look at products like the whimsical Labubu “why so serious” clown dolls and blueberry-scented Hacipupu gummy bear dolls, with prices ranging from £11 to £74 ($15-$99).
Beyond being toys, these collectibles have evolved into trendy fashion accessories, enhancing their marketability. Livestream shopping, originating in China, has steadily entered Western markets, with companies such as Zara and IKEA experimenting with this engaging format. The live shopping experience aims not only to drive sales but also to offer an entertainment-based approach to purchasing, a strategy that is gaining traction.
Carmen Muley, a veteran of AliExpress’s earlier livestreaming ventures in Spain, noted the growing interest in live shopping among brands, particularly with TikTok Shop’s expansion into European countries like Spain, Ireland, Italy, Germany, and France. This indicates a potential paradigm shift in how consumers are engaged and connected to products in an entertaining and interactive manner.
Pop Mart’s burgeoning success in the UK and abroad reflects an optimistic future not only for the brand but also for the overall landscape of live shopping, as companies continue to adapt and innovate in response to consumer demands and trends. The combination of influential personalities, engaging formats, and unique products illustrates a vibrant marketplace where creativity and consumer interest lead the way to growth.
Leave a comment