POP MART Celebrates LABUBU's 10th Anniversary With Sanrio Blind Box Collection

Ten years into THE MONSTERS franchise, POP MART marked the milestone the way it knows best: a collab that puts LABUBU squarely inside one of the most recognizable character universes on the planet. The company announced on March 6 that LABUBU is crossing over with Sanrio, bringing Hello Kitty, My Melody, Kuromi, Pochacco, Cinnamoroll, Pompompurin, and additional Sanrio characters into the THE MONSTERS line through two distinct products.

The entry point is the LABUBU x Sanrio Characters Series Vinyl Plush Pendant Blind Box at $39.99. Six standard designs cover the named Sanrio roster, with each pendant functioning as a wearable bag charm depicting LABUBU dressed in character-specific outfits: Kuromi and My Melody get poofy dresses, Pompompurin lands a cozy sweatshirt, and the Cinnamoroll version plays up those signature oversized ears with a matching hood. A seventh slot goes to an unidentified secret variant that no source has named yet. That unknown is going to drive pulls, and given that LABUBU releases have a history of selling out before most collectors can get a second cart together, the pressure to order on launch day is real.

The second piece is the LABUBU x Hello Kitty Vinyl Plush Doll at $149.99, positioned as the anniversary centerpiece. The doll puts LABUBU in Hello Kitty-inspired overalls with red-and-blue accents, adds an embroidered sleep mask styled after Hello Kitty's face complete with the red bow, and includes a Hello Kitty pillow accessory as part of a two-piece outfit design.

Emily Brough, Head of Licensing at POP MART Americas, framed the partnership in direct terms: "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."

This is not POP MART's first run at Sanrio IP. The two companies have previously produced the SKULLPANDA x Sanrio Blister Pack Plush Pendants and the MEGA SPACE MOLLY 400% Hello Kitty and Friends Series, so the production pipeline for this kind of crossover is well established on both sides.

Both products went live on POPMART.com on March 12 at 10 p.m. ET, with a wider rollout to POP MART stores nationwide beginning in April. If you missed the online window, in-store availability is the next shot, though quantity distribution by location has not been specified.