Toys and Play: LEGO, Pokémon, Labubu and Toy Safety — 2026-10-26
LEGO’s brand value has surged to 114 billion Danish kroner, reinforcing its dominance in the global toy market. Meanwhile, Pop Mart’s Labubu faces a volatile resale market with new blind boxes seeing mixed reception, and US authorities have issued fresh recalls for magnetic toys and costumes due to serious safety hazards.
Toys and Play: LEGO, Pokémon, Labubu and Toy Safety — 2026-10-26
Top developments
LEGO brand value hits record high
LEGO’s brand value has increased to 114 billion Danish kroner, driven by strong financial results and continued market dominance. This growth highlights the company's ability to outperform the broader toy industry, with analysts noting its strategic strength in engaging both children and adult collectors.
Labubu resale market turns volatile
Pop Mart’s Labubu blind boxes are experiencing significant price instability. While some new releases like the "One Cat Becomes Cat" series saw resale prices drop below the 129 yuan retail price before launch, other hidden editions were reportedly sold for up to 899 yuan. This volatility has led to a shift in consumer sentiment, with some users looking to "exit" the hype cycle.
Pop Mart launches Labubu gaming console
Pop Mart has expanded its product line beyond plush toys and blind boxes by launching a new gaming console featuring the Labubu character. The "THE MONSTERS Drink Shake Fun Camera" was released in offline stores on October 23 with a price tag of 299 yuan. This move signals Pop Mart's strategy to diversify its revenue streams and integrate its IP into interactive entertainment.
CPSC issues urgent toy safety recalls
The US Consumer Product Safety Commission (CPSC) has issued recalls for several toy products due to severe safety risks. These include magnetic fidget spinners and busy boards that pose ingestion hazards, as well as princess costumes with battery risks. Consumers are urged to immediately discard these items and contact manufacturers for refunds.
Local view
Chinese media highlights "kidult" market cooling
Chinese tech and business media report that the "kidult" (adult collector) market for trendy toys is showing signs of cooling. Huxiu notes that while Pop Mart’s total revenue remains high at 17.17 billion yuan, individual store daily sales have dropped to as low as 600 yuan in some locations. This suggests a saturation point in the blind-box craze, with consumers becoming more selective about purchases.
Context & numbers
LEGO’s financial momentum continues
LEGO Group’s first-half 2026 results showed a 21% increase in revenue, reaching 41.9 billion Danish kroner. This growth outpaced the global toy market, which saw a 14% value increase according to Circana data. The company’s ability to leverage licensed IPs like Pokémon and original sets continues to drive this expansion.
Pokémon merchandising expands in Japan
In Japan, Pokémon remains a dominant force in toy retail. BANDAI SPIRITS has launched a new wave of Pokémon prizes in late October, including plushies, acrylic blocks, and rugs. Additionally, clothing retailer GU launched a new Pokémon collection on October 23, indicating sustained demand for the franchise’s merchandise across different retail sectors.
On the radar
- November LEGO Releases: LEGO is preparing for a smaller release month in November 2026, with key sets including the highly anticipated Dragon Ball Shenron and the Sagrada Familia architecture set.
- LEGO Ideas Review: Several projects in the LEGO Ideas platform have reached the 10,000 supporter goal, including a Cessna 172 and a Monty Python set, advancing to the next review stage.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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