POP MART and Sanrio Drop Limited Labubu x Hello Kitty Collectible Series

Two of the most recognizable names in collectible culture converged on March 12 when POP MART and Sanrio launched the Labubu x Sanrio Characters series, a limited drop that sold out with the kind of velocity that has made Labubu responsible for approximately $423 million of POP MART's $1.8 billion in 2024 global revenue.

The collaboration arrived in two distinct tiers. The THE MONSTERS x Sanrio Characters Vinyl Plush Pendant Blind Box series, priced at $39.99 per box, placed Labubu in costume as five named Sanrio characters: Hello Kitty, My Melody, Kuromi, Pochacco, and Cinnamoroll. The series includes six standard designs and one secret chase variant, with each pendant functioning as a bag charm. Collectors who wanted to chase the full set could purchase a case of six boxes for $239.94, though the secret chase figure's identity and odds were not publicly disclosed at launch. The design details are specific and considered: Kuromi and My Melody appear in poofy dresses, while one variant features a Pompompurin-inspired cozy sweatshirt, and each pendant includes a hood shaped to match its respective Sanrio character.

The premium piece in the drop was the LABUBU x Hello Kitty Vinyl Plush Doll, priced at $149.99. Standing 15 inches tall, the doll wears overalls with red and blue accents drawn from Hello Kitty's signature aesthetic, and ships with three accessories: an embroidered sleep mask designed to resemble Hello Kitty's face with her red bow, a Hello Kitty-shaped pillow, and a two-piece outfit. The release is tied explicitly to The Monsters' 10th anniversary, positioning it as a milestone collectible rather than a standard seasonal drop.

Emily Brough, Head of Licensing at POP MART Americas, framed the partnership in terms of audience overlap rather than brand novelty: "By bringing together two brands with strong global audiences, this collaboration underscores POP MART's commitment to artist-forward, collectible design. Both Labubu and Sanrio have passionate fanbases, and this partnership engages collectors and fans alike, blending timeless Sanrio appeal with the playful mischief that has made Labubu a global icon."

The collaboration is not POP MART's first with Sanrio. Previous joint projects included the SKULLPANDA x Sanrio Blister Pack Plush Pendants and the MEGA SPACE MOLLY 400% Hello Kitty and Friends Series, establishing a pattern of pairing POP MART's designer-toy IP with Sanrio's character roster. Labubu itself was created by artist Kasing Lung as part of THE MONSTERS franchise, and its cultural reach has extended well beyond the collectibles shelf: Sony has announced a Labubu feature film is in development.

The online launch opened at 10 p.m. ET on March 12 through POP MART's website. A wider in-store rollout across the United States is expected in April, giving collectors who missed the initial online window a second opportunity, though limited-edition POP MART drops historically carry no guarantee of restocked inventory.