Pop Mart International Group, a Beijing-based collectible toy and entertainment brand behind the globally popular Labubu figures, is establishing its United States regional headquarters in California as it seeks to expand its North and Latin America footprint.

The company has signed a lease for the creative office building "Slash" in Culver City, Los Angeles, according to CoStar, a US commercial real estate data provider. The office will serve as the operational hub for Pop Mart's North American activities. Culver City is home to media and tech giants such as HBO, Amazon, Apple and Pinterest.

Pop Mart confirmed the plan for its headquarters, adding that the company now operates more than 60 retail stores across the US.

The company's signature Labubu collectibles have fueled rapid growth. A recent collaboration with Sanrio sold out immediately, with items now commanding secondary-market prices more than five times their original retail value.

The US office marks a strategic move by Pop Mart to strengthen engagement with local consumers. The company has signaled that it aims to evolve from a toy retailer into a broader entertainment brand that resonates with local culture.

The new regional hub in the US is part of Pop Mart's rapid global expansion. Last month, the company announced plans to establish its European headquarters in London. It is set to open seven new stores in the United Kingdom, including a flagship location on Oxford Street, along with other new stores in Birmingham and Cardiff. Pop Mart intends to expand its footprint across Europe, where it is eyeing a total of 20 new stores.

The company said it plans to leverage London's international appeal to attract top-tier artists for collaborations, advancing its global intellectual property strategy.

The ambitious overseas expansion is reflected in the company's financial performance for 2025. In the first half of the year, Pop Mart's revenue soared to 13.88 billion yuan ($2 billion), a year-on-year increase of 204.4 percent. In the Chinese market, sales rose 135.2 percent to 8.28 billion yuan. Meanwhile, its international business showed notable gains: Asia-Pacific revenue climbed 257.8 percent to 2.85 billion yuan, and the Americas recorded an over 11-fold increase, with 2.26 billion yuan in revenue. Europe and other regional operations rose 729.2 percent, contributing 477.7 million yuan to overall top-line growth.

The company's global retail presence has expanded rapidly, now encompassing 571 stores across 18 countries, including 2,597 "roboshops" — automated kiosks selling its collectible figures. During the period, Pop Mart added 40 new stores globally, including five in Europe and 19 in the Americas.

According to market information tracker Euromonitor International, Pop Mart aims to grow significantly in the US, leveraging social media hype and its physical retail footprint. With plans to open up to 200 stores over the next 5-10 years, the company is expected to capture market share in categories such as dolls, action figures and plush toys.

Since 2024, Pop Mart's rapid global expansion and strong appeal to the "kidult" demographic — adults with an affinity for child-centric toys — have helped buoy demand for the dolls and accessories category.

wangzhuoqiong@chinadaily.com.cn