Pop Mart Introduces NELO — A Singular, Limited-Edition Descent into the Subconscious, Following the Success of LABUBU
Building on the global success of its iconic character LABUBU, Pop Mart now unveils NELO, a new original IP that takes collectors on an introspective journey through space, memory, and dreams. A one-season-only release, NELO is not just a character—he is a symbol of wonder, solitude, and the emotional gravity of exploration.
NELO is a baby astronaut born from the final frontier of consciousness. According to Pop Mart lore, NELO drifts through the dreamscape inside a starlit cradle-pod, collecting emotional fragments from human minds during deep sleep. Part explorer, part guardian, NELO travels where memories dissolve and imagination expands—within the vast, untethered cosmos of the subconscious.
The name 'NELO' suggests softness and space—a lullaby echoing in zero gravity. This journey is both literal and metaphorical: NELO isn't just traversing galaxies, but the hidden universes within ourselves.
The NELO series includes 12 standard figures and one secret edition, each representing a psychological or emotional aspect discovered during NELO's dream-bound travels. Highlights include: Liora – The Dream Weaver
A celestial caretaker who weaves emotional frequencies into constellations that guide NELO's voyage.
A celestial caretaker who weaves emotional frequencies into constellations that guide NELO's voyage. Tenebris – The Shadow Collector
A quiet presence who absorbs forgotten fears to balance the dreamspace NELO explores.
A quiet presence who absorbs forgotten fears to balance the dreamspace NELO explores. Aero – The Thought Drifter
An ephemeral companion that orbits NELO, representing fleeting bursts of inspiration.
The figures are sculpted with weightless posture, flowing lines, and cosmic elements—stars, moons, space helmets, and translucent surfaces that mimic stardust and oxygen bubbles.
NELO introduces a visual and emotional language new to the Pop Mart universe. The design direction pairs space-age motifs with vulnerability: soft pastel suits, glowing helmets, and floating poses that evoke a feeling of serene solitude.
'We wanted NELO to embody the purity and emotional openness of childhood—set against the vastness of space,' says Jian Xu, Creative Director at Pop Mart. 'He's a symbol of how even the smallest among us can navigate infinite worlds.'
As a strictly one-season series, NELO will be available in limited quantities through Pop Mart's global retail stores, website, and select vending locations. Once sold out, it will not return—preserving the sense of rarity and finality that defines the story.
A Collector's Edition Box Set will also be released, featuring: All 12 NELO figures
A cloth-bound illustrated dreamflight log
Exclusive foil-stamped packaging and artist concept cards
Each box set invites collectors to hold a complete piece of the story—an artifact of a journey that won't be repeated.
Following the whimsical success of LABUBU, NELO signals Pop Mart's evolution toward deeper, narrative-first IPs. With NELO, the brand invites collectors to pause, reflect, and emotionally connect—with a baby astronaut who floats between stars and souls.
NELO is not just a collectible. He's a moment of stillness in motion. A dream you can hold—once.
For more information, release updates, and behind-the-scenes content, visit www.popmart.com or follow @PopMartGlobal on Instagram, TikTok, and Weibo.
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Time Business News
a day ago
- Time Business News
Pop Mart Introduces NELO — A Singular, Limited-Edition Descent into the Subconscious, Following the Success of LABUBU
The global designer toy brand unveils an emotionally rich, one-season series featuring a baby astronaut exploring the inner cosmos of the mind. Building on the global success of its iconic character LABUBU, Pop Mart now unveils NELO, a new original IP that takes collectors on an introspective journey through space, memory, and dreams. A one-season-only release, NELO is not just a character—he is a symbol of wonder, solitude, and the emotional gravity of exploration. NELO is a baby astronaut born from the final frontier of consciousness. According to Pop Mart lore, NELO drifts through the dreamscape inside a starlit cradle-pod, collecting emotional fragments from human minds during deep sleep. Part explorer, part guardian, NELO travels where memories dissolve and imagination expands—within the vast, untethered cosmos of the subconscious. The name 'NELO' suggests softness and space—a lullaby echoing in zero gravity. This journey is both literal and metaphorical: NELO isn't just traversing galaxies, but the hidden universes within ourselves. The NELO series includes 12 standard figures and one secret edition, each representing a psychological or emotional aspect discovered during NELO's dream-bound travels. Highlights include: Liora – The Dream Weaver A celestial caretaker who weaves emotional frequencies into constellations that guide NELO's voyage. A celestial caretaker who weaves emotional frequencies into constellations that guide NELO's voyage. Tenebris – The Shadow Collector A quiet presence who absorbs forgotten fears to balance the dreamspace NELO explores. A quiet presence who absorbs forgotten fears to balance the dreamspace NELO explores. Aero – The Thought Drifter An ephemeral companion that orbits NELO, representing fleeting bursts of inspiration. The figures are sculpted with weightless posture, flowing lines, and cosmic elements—stars, moons, space helmets, and translucent surfaces that mimic stardust and oxygen bubbles. NELO introduces a visual and emotional language new to the Pop Mart universe. The design direction pairs space-age motifs with vulnerability: soft pastel suits, glowing helmets, and floating poses that evoke a feeling of serene solitude. 'We wanted NELO to embody the purity and emotional openness of childhood—set against the vastness of space,' says Jian Xu, Creative Director at Pop Mart. 'He's a symbol of how even the smallest among us can navigate infinite worlds.' As a strictly one-season series, NELO will be available in limited quantities through Pop Mart's global retail stores, website, and select vending locations. Once sold out, it will not return—preserving the sense of rarity and finality that defines the story. A Collector's Edition Box Set will also be released, featuring: All 12 NELO figures A cloth-bound illustrated dreamflight log Exclusive foil-stamped packaging and artist concept cards Each box set invites collectors to hold a complete piece of the story—an artifact of a journey that won't be repeated. Following the whimsical success of LABUBU, NELO signals Pop Mart's evolution toward deeper, narrative-first IPs. With NELO, the brand invites collectors to pause, reflect, and emotionally connect—with a baby astronaut who floats between stars and souls. NELO is not just a collectible. He's a moment of stillness in motion. A dream you can hold—once. For more information, release updates, and behind-the-scenes content, visit or follow @PopMartGlobal on Instagram, TikTok, and Weibo. TIME BUSINESS NEWS
Forbes
2 days ago
- Forbes
Why The Labubu Craze Became A Nostalgic Social Currency
PARIS, FRANCE - JUNE 12: Close-up detail view of seven Labubu monsters / charms / dolls / plus from ... More "Big Into Energy" collection : Loyalty, Happiness, Luck, Hope, Serenity, Love an Secret, during a street style fashion photo session, on June 12, 2025 in Paris, France. (Photo by) The distinctive grin of Labubu, a small, elf-eared creature with serrated teeth, has become widespread across social media feeds, celebrity red carpets, and fashion shows worldwide. What began as a collectible toy from Hong Kong-based Pop Mart has evolved into something far more complex: a cultural phenomenon that generated $423 million in revenue for the company in 2024 alone, transforming a playful figurine into a coveted symbol of exclusivity and insider knowledge. People wait in line to visit the new Pop Mart store selling Labubu toys at a shopping mall in Berlin ... More on July 25, 2025. Labubu is a brand of collectible designer plush toy monster elves created by Hong Kong-Dutch designer Kasing Lung and marketed by and sold exclusively at China-based retailer Pop Mart. (Photo by Tobias SCHWARZ / AFP) (Photo by TOBIAS SCHWARZ/AFP via Getty Images) This isn't just another toy craze. The Labubu mania reveals something deeper about consumer psychology, nostalgia, and how objects become vessels for social status in the digital age. Through three distinct lenses—as a nostalgic product, a form of social currency, and a fleeting fashion statement—the Labubu phenomenon offers insights into modern consumer behavior and the mechanics of viral culture. The Power of Labubu's Nostalgic Design At the heart of Labubu's appeal lies a sophisticated understanding of nostalgia and emotional resonance. Created by Hong Kong-born artist Kasing Lung in 2016, the character draws from Nordic folklore and European fairy tales, creating what author and fashion historian Robert Ossant describes as a 'fascinating combination of cute and ugly that taps into the 90s and Y2K aesthetic of Furbies, Garbage Pail kids, Troll dolls and cartoons like Rugrats and Ren & Stimpy.' Lung, born in 1972, spent part of his childhood in the Netherlands, and his design philosophy blends childhood memories with universal mythological elements. The result is a character that feels simultaneously new and ancient or something that resonates across cultural boundaries while tapping into collective childhood memories. "The large eyes and tiny nose resemble childlike characteristics, upping the cute factor and appealing to the anime and manga trends we're seeing in the current zeitgeist," explains Nina Vargas, a global beauty strategist, in her analysis of the toy's psychological appeal. These 'anthropomorphic qualities' don't just make the character endearing, but they create an emotional bridge that allows consumers to project feelings and memories onto the object. The timing of Labubu's global breakthrough in 2024-2025 wasn't accidental. After nearly a decade of relative obscurity, the character found its moment during a period when consumers were particularly receptive to nostalgic comfort items. In fact, if you scroll TikTok, you will see millions of videos of consumers listening to 90s music, revisiting fashion trends from that decade, or rewatching their childhood favorite movies and TV shows. The Labubu's ability to evoke childhood security while remaining contemporary enough for adult fashion sensibilities created the perfect storm for viral adoption. Labubu Is An Exclusive Social Currency Perhaps no aspect of the Labubu phenomenon is more revealing than its transformation into a form of social currency or an investment piece. The collectible toy market has long understood the power of scarcity, from Pokémon cards, Barbies and Beanie Babies, but Labubu has elevated this concept to new heights through strategic use of "blind box" purchasing and limited releases. "The Labubus became a social currency because to have a rare Labubu communicates an insider knowledge of trends and value. It began as 'if you know you know' (IYKYK) style statement and a widely understood, talisman of taste," Ossant explains. CANNES, FRANCE - MAY 17: Zufi Alexander wears an all Miu Miu look made of butter yellow long summer ... More dress and straw Miu Miu bag with attached Labubu bag charms during day five of the 78th Cannes Film Festival on May 17, 2025 in Cannes, France. (Photo by) The economics are straightforward yet powerful: initial drops are priced modestly (around $30), but artificial scarcity quickly drives secondary market prices to multiples of their original value. This creates multiple tiers of social signaling. Owning any Labubu demonstrates cultural awareness, but owning a rare variant or paying premium resale prices communicates having insider knowledge, and frankly, the financial means. The unboxing ritual central to Labubu culture amplifies this social currency effect. "The unboxing and reveal of which character emerges from the packaging intrigues the viewers, making them eager to seek their own unwrapping experience in the hopes of having their own (hopefully rare) character," Vargas notes. Social media feeds filled with unboxing videos create a feedback loop of desire and FOMO (fear of missing out) that drives continued purchasing. Retail strategist Jeanel Alvarado, Founder & CEO at RETAILBOSS, identifies a crucial parallel: "Many collectors of Labubu for instance turned out to be luxury buyers. Affluent shoppers who typically seek out rare watches, handbags and limited edition pieces." This crossover reveals how Labubu functions as what Alvarado calls "recession-core": a lower-cost luxury that satisfies the same psychological needs as expensive handbags or watches during times of economic uncertainty. How Labubu Transcends Style And Fashion While Labubus have become ubiquitous fashion accessories, dangling from designer bags and celebrity outfits, their role transcends traditional fashion logic. Rather than following seasonal trends or aesthetic movements, it is a commentary on consumption, and generational divides. PARIS, FRANCE - MARCH 08: A guest wears a burgundy bordeaux woven Bottega Veneta Andiamo leather ... More bag, light blue Labubu bag charm, cream Labubu bag charm, outside Elie Saab, during the Paris Fashion week Women's Fall/Winter 2025-2026 on March 8, 2025 in Paris, France. (Photo by) "Labubus represents more of a social statement than a fashion statement," states Anna Pompilio, Strategy Director at Marks. "It shows not only that you're tapped into the micro-culture of the moment, but that you either have the A) time to spend on Pop Mart hunting down your own Labubu or B) the money to spend on a resold one.' The fashion industry has taken notice. Luxury brands like Burberry and Celine have responded with their own character-based accessories, signaling recognition of the trend's commercial potential. However, this mainstream adoption may paradoxically signal the beginning of the end for Labubu's cultural cache. Ossant sees the trend as serving "as a critique of fashion's most ridiculous extremes, influencer culture and the relentless churn of trends, but also a commentary on different generations." According to him, it's become a tool for millennials to mock Gen Z's seemingly mindless consumerism, while Gen Z uses it to highlight just how much millennials are missing the irony. SHANGHAI, CHINA - JUNE 09: Labubu figures and dolls are seen on display at a Pop Mart store on June ... More 9, 2025 in Shanghai, China. From Southeast Asia and Europe to the United States and the Middle East, Labubu - the beloved character from Chinese toy company Pop Mart - is taking the world by storm. (Photo by VCG/VCG via Getty Images) As with most viral phenomena, Labubu's future remains uncertain. The very mechanisms that drove its success such as social media amplification, artificial scarcity, and FOMO-driven purchasing are notoriously fickle and feed into overconsumption. Many, like Ossant, argue that Labubus are an entry level luxury where the value is tied up in rarity and exclusivity rather than actual cost. "Customers are fatigued with fast-fashion, and collector items and limited edition items have continued to catch waves with limited drops," Alvarado adds. Yet she also acknowledges the fundamental tension: once a trend reaches mainstream saturation, its value as social currency diminishes. Whether Labubu endures or fades, its impact on understanding consumer behavior, social media marketing, and the psychology of collectibility will likely persist. As Alvarado succinctly summarizes: "It shows the value is in the eyes of the beholder, for those who understand the collector and resale market potential for limited items it's a lucrative play, in addition to the clout they can get online. For others it's just an 'ugly toy.'" A man walks with two Labubu plush toys of Pop Mart hanging from his backpack straps along a ... More pedestrian street on The Bund in Shanghai on July 4, 2025. (Photo by Hector RETAMAL / AFP) (Photo by HECTOR RETAMAL/AFP via Getty Images)
Newsweek
2 days ago
- Newsweek
POP MART Takes Over Comic Con With Exclusive Drops and Debuts
Based on facts, either observed and verified firsthand by the reporter, or reported and verified from knowledgeable sources. Newsweek AI is in beta. Translations may contain inaccuracies—please refer to the original content. For 15 years, Beijing-based POP MART has been leading the blind box craze with its popular array of characters. From the first-party creations, such as the Monsters Series featuring the world-famous LABUBU, to collaborations with major brands, POP MART has its hands in all realms of fandom and collectibles. Those realms also include a major presence at San Diego Comic-Con. "We're thrilled to be back at San Diego Comic-Con for the third year in a row. This year, we created the ultimate Play Stop for fans to fuel up on joy with their favorite POP MART IP. Attendees are getting access to global first releases, first looks at upcoming products, and an opportunity to meet one of our most beloved artists," said Emily Brough, POP MART's head of IP and Licensing, The Americas. More Than Just One Monster While LABUBU has been all the rage recently, POP MART's influence extends far beyond that singular monster. As the brand celebrates its 15th anniversary, POP MART's collection of cute characters has taken over the globe, including DUCKOO, Nyota Love, and more. "The passion of the POP MART collector community is on full display here in San Diego. It's incredible to see the energy around so many of our artists. From Nyota to Duckoo, the community continues to embrace all of these unique characters and the stories they tell," Brandi Hammons, POP MART's head of marketing, The Americas, told Newsweek. POP MART's selection at SDCC 2025 POP MART's selection at SDCC 2025 That roster is apparent in California. For the third consecutive year, POP MART pulled out all the stops at San Diego Comic-Con, offering fans an exclusive look at upcoming collections and introducing a few surprise releases featuring new collaborations with Star Wars and Hot Wheels. Not only were there hot new releases on the floor, but POP MART revealed what's to come with exclusive previews of the upcoming scream-inducing Chucky blind box set. Nyota artist KaKu also made an appearance at the booth to sign the new Nyota collectibles released at San Diego Comic-Con. Amid the LABUBU boom, POP MART offered con attendees the chance to get their hands on the accessory of 2025, despite the fanged friend's scarcity. POP MART's expansion went beyond the SDCC stage. The trendy toy retailer joined forces with the candy store IT'SUGAR for a special POP MART-themed weekend where convention goers could create their own custom candies inspired by POP MART's biggest characters, as well as buy new blind boxes. The brand also teased more to come for POP MART as the love for LABUBU and The Monsters continues to spread far and wide. The fanged friend has been a major driver of POP MART's growth stateside, with the brand expanding across North America through 43 brick-and-mortar locations and 65 Robo Shops.
