Pop Mart preps handset co‑branding with major phone maker, denies making phones

Pop Mart is lining up an IP co‑branding and cross‑development deal with a major smartphone maker, industry flashes indicated on Jan 12, 2026, with sources pointing to Honor as the likely partner. The move appears focused on leveraging Pop Mart’s characters and design assets for branded products and partnerships rather than a pivot into hardware manufacturing.

Pop Mart pushed back on rumors that it intends to manufacture mobile phones, clarifying the deal centers on IP collaboration. That distinction matters: IP co‑development typically yields co‑branded devices, limited‑edition accessories, themed packaging and bundled collectibles, or software skins and marketing tie‑ins. Manufacturing phones would have signaled a far larger strategic shift with supply chain, factory and after‑sales implications — none of which Pop Mart is pursuing according to its statement.

For collectors and the Labubu community, the likely payoff is straightforward and familiar: expect themed drops, exclusive figure bundles, and phone accessories that carry Pop Mart’s signature art and limited‑run scarcity. Cross‑development projects commonly bring event drops, online preorders and tight allocations, so plan for fast sellouts and monitor official sales channels to avoid scalper traps and counterfeit bundles. Branded devices or accessories could also include special UI elements or wallpapers that increase collectible appeal.

For investors and market watchers, the arrangement signals continued monetization of Pop Mart’s IP beyond traditional blind‑box toys. Co‑branding with a handset maker taps a mass consumer channel and can boost brand visibility among younger, tech‑savvy buyers. It also follows broader retail trends where lifestyle and entertainment IPs extend into electronics and fashion through licensing rather than direct manufacturing.

Operationally, this approach allows Pop Mart to keep capital light: licensing and creative control of IP while leaving production, distribution and device warranties to an established phone maker. That reduces execution risk for Pop Mart while creating new revenue streams through royalties, limited releases and collaborative marketing.

What to watch next: official product announcements, preorder timelines, and the exact nature of the tie‑ins — whether standalone co‑branded phones, accessory bundles, or digital content. Verify product authenticity through Pop Mart’s channels and authorized retailers, and treat early market chatter as a signal to prepare rather than a confirmed shopping list. The likely result for the Labubu community is more opportunities to snag themed goods and another popular crossover to fuel collectible culture and secondary‑market interest.