The opening ceremony of the 2026 FIFA World Cup on June 12 delivered an unexpected star: Labubu 拉布布, the popular designer toy character owned by Pop Mart 泡泡玛特. As the first officially licensed designer toy IP in FIFA World Cup history, Labubu appeared on the stage during the ceremony and immediately triggered a consumer frenzy that has become one of the most remarkable commercial stories of this year’s tournament.
At the opening ceremony held at Mexico City’s Azteca Stadium, two life-sized Labubu mascots, one brown and one blue, walked onto the field wearing customized football jerseys. Labubu became the first Chinese original designer toy IP to be invited to participate in a FIFA World Cup opening ceremony as an official guest.
The impact on the market was immediate. Following the ceremony, searches for Labubu World Cup products surged by 300%, while sales increased by more than thirty times compared with previous levels. The flagship product, the “Catch The Win” vinyl plush doll priced at 599 yuan (approximately US$83), quickly sold out across official channels. Online sales at Pop Mart’s flagship store exceeded 18,000 units despite a purchase limit of two figures per account.
The popularity of the collaboration extended to the secondary market. A hidden edition glass cup originally sold for 59 yuan saw resale prices climb to as high as 359 yuan, representing a fivefold premium. Some Labubu figures changed hands for as much as 710 yuan, significantly above their retail price. Demand was so intense that official online platforms experienced temporary slowdowns, while offline stores attracted long queues of customers hoping to secure limited stock.
Interestingly, the opening ceremony also reversed a recent decline in resale prices. After the collaboration launched in April, prices initially soared, with some figures reaching between 709 and 750 yuan on the secondary market. However, enthusiasm gradually cooled, and the average resale price had fallen to 577 yuan by June 11, below the official retail price. Labubu’s appearance at the World Cup opening ceremony became a turning point, pushing average resale prices back up and reigniting interest across related collectibles.
From FIFA’s perspective, the partnership reflects a strategic effort to broaden the tournament’s audience. Traditionally, approximately 85% of World Cup viewers have been male, while more than 60% of designer toy consumers are young women aged between 15 and 25. By introducing Labubu, FIFA gained access to a demographic that has historically been underrepresented among football fans. At the same time, collectible toys offer something traditional sports merchandise often lacks: the potential to become display pieces, social symbols, and even investment assets.
For Pop Mart, the World Cup represented another step in Labubu’s rapid international expansion. The character generated more than 14.1 billion yuan in revenue in 2025, becoming one of the world’s most commercially successful designer toy IPs. The company has steadily increased Labubu’s global visibility through appearances at major North American events, including the Macy’s Thanksgiving Day Parade and NBA related activities. Appearing at the World Cup elevated the character from a toy phenomenon to a recognizable global cultural symbol.
Celebrity influence also played a role. In May 2026, Labubu appeared in the music video for the World Cup’s official song “Goals” alongside Lisa of Blackpink, helping the character reach audiences far beyond the traditional designer toy community. Combined with Pop Mart’s expansion into major retail locations across Europe and North America, the exposure translated into significant growth in overseas sales following the opening ceremony.
Beyond marketing and business strategy, the emotional appeal of Labubu has been equally important. China once again failed to qualify for the World Cup finals, and many Chinese consumers viewed Labubu’s appearance as a symbolic substitute for national participation. Social media quickly filled with viral comments such as “The Chinese national team didn’t make the World Cup, but Labubu did”. For many fans, purchasing World Cup-themed Labubu products became a way to express national pride and celebrate a Chinese cultural creation receiving global recognition.
The character’s design has also contributed to its worldwide appeal. Labubu’s distinctive “ugly-cute” appearance transcends language and cultural barriers. Unlike characters that rely heavily on local cultural references, Labubu communicates through a playful and instantly recognizable visual identity. Its expressive face and unconventional charm allow audiences from different backgrounds to connect with it immediately.
As the 2026 FIFA World Cup unfolds, Labubu has generated demand that in some cases has surpassed interest in merchandise associated with football superstars such as Lionel Messi and Cristiano Ronaldo. In doing so, Labubu has emerged as one of the most surprising and talked-about symbols of the tournament.
