MGA Entertainment Launches Labubu-Like Plush to Rival Pop Mart's Hit

Isaac Larian built MGA Entertainment into the world's largest privately owned toy company on the back of collectible surprises, so when he decided to chase Pop Mart's Labubu phenomenon, he did not do it quietly. MGA's Hyojo, a blind box collectible plush line that bears unmistakable structural similarities to The Monsters format, landed on shelves and quickly began moving.

Hyojo is positioned as "part plush, part collectible figure" and follows the core mechanics that made Labubu addictive: sealed mystery boxes, expressive character faces, distinct textures, and rare variants seeded throughout each series to drive repeat purchases. Series 1 rolled out 18 styles across six licensed food brand partnerships, including Hershey's, Reese's, Jolly Rancher, Hostess, ICEE, and Blow Pop, with each box promising a mix of standard, rare, and ultra-rare pulls. A second wave launched April 1, expanding the roster further.

The timing is deliberate. Labubu's global sales surpassed 100 million units in 2025, fueled in no small part by a celebrity moment that felt genuinely unscripted: BLACKPINK's Lisa, Madonna, Dua Lipa, BTS members V and j-hope, and Lady Gaga were all photographed carrying the jagged-toothed plushies before they became a fixture on resale sites at multiples of retail.

MGA's Chief Marketing Officer Josh Hackbarth framed Hyojo's brand identity in terms that track closely with how Pop Mart has discussed Labubu's cultural appeal: "Hyojo is an instantly lovable character whose identity is built on reflecting the passions of our fans. By partnering with iconic food and beverage brands for this first wave, we're fusing the world of toys with authentic consumer obsessions, creating a must-have, collectible experience."

Larian himself confirmed in a 2026 industry Q&A that Hyojo was already "selling above expectations," placing it alongside new L.O.L. Surprise and Bratziez lines as early bright spots for MGA heading into the year.

What the Labubu community will watch closely is whether Hyojo can manufacture the secondary market urgency that keeps blind box collecting alive long after the novelty of the format fades. Pop Mart built that urgency through scarcity, artist credibility (Labubu originated with Hong Kong artist Kasing Lung), and a chase-figure structure that pushes odds on rarer pulls past 1:96 in some series. Hyojo's food brand angle is a different bet, leaning into nostalgic American IP rather than art-world cachet. Whether collectors reach for a Jolly Rancher plush the same way they hunt a glow-in-the-dark Demon King Labubu remains the open question for MGA's newest franchise.