What’s Behind the 300% Collectible Toy Growth on AliExpress?

The new Mini Labubu collection "The Monsters Pin For Love Series" launched on AliExpress Pop Mart store. The platform reports 300% year-over-year growth in collectible toys category since early 2025. Global e-commerce giant AliExpress officially launched the latest Mini Labubu collection on August 29th through its Pop Mart flagship store. These are smaller versions of the popular Labubu figures, continuing the global trend in collectible toys.

Katarína Šimčíková
E-commerce Content Writer & EU Market Partnerships, Ecommerce Bridge EU

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What’s Behind the 300% Collectible Toy Growth on AliExpress? — Source: Pop Mart

Random Pack Mechanics

The Mini Labubu series is divided into two packs by alphabet – A-M and N-Z. Each series contains 14 regular versions and one rare “hidden” version.

The system works on chance – customers don’t know which figure they’ll receive. The probability of getting a regular version is 1:14, hidden version 1:168.

Practical Use for Consumers

Unlike standard Labubu figures measuring 6.69 inches tall, the new Mini versions are 4.13 inches with dimensions of 2.36 x 1.79 x 4.13 inches. The smaller format allows use as phone charms, keychains and similar accessories.

Successful AliExpress x Pop Mart Partnership

Pop Mart has operated its official flagship store on AliExpress since 2020. In June this year, the companies launched joint live streaming shopping experiences for toy collectors.

AliExpress platform operates in 15 languages and covers over 200 countries and regions. For Pop Mart, it represents a key online channel for global expansion.

Growing Collectibles Trend

The popularity of IPs like Labubu is driving 300% year-over-year growth in the collectible toys category on AliExpress since the beginning of 2025. The trend that started in Asia is rapidly spreading to Western markets.

AliExpress states that the new Mini Labubu release will further expand the influence of this IP in the global designer toy market.

Based on AliExpress official announcement from collaboration with Halpern

Katarína Šimčíková
E-commerce Content Writer & EU Market Partnerships, Ecommerce Bridge EU

Partnership Manager & E-commerce Content Writer with 10+ years of international experience. Former Groupon Team Lead. Connects European companies with Slovak and Czech markets through partnerships and content marketing.

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