Pop Mart Website Traffic Declines After Labubu Sales Peak

Web traffic to the Pop Mart website dropped after the Labubu plush toy trend reached its height last summer, according to data compiled by Comscore and analyzed by Emarketer. The decline followed a period when the toys were frequently out of stock. After restocking occurred around September, traffic continued downward with only a brief holiday increase before falling again.

Mart opened its first U.S. store in 2023 and now operates more than 65 locations nationwide. Company officials have not commented on whether the new stores contributed to lower website visits. The Hong Kong-based company stated in March that Labubu products accounted for 40 percent of revenue.

During the same earnings call, the chief executive said the firm had built strengths in intellectual property and brand management.

Toy industry vendors at a February convention said the Labubu craze had peaked but noted that blind packaging and adult-collector products remain popular formats. Pop Mart has not responded to requests for comment on current traffic figures.