Toys and Play: LEGO, Pokémon, Labubu and Toy Safety — 2026-10-13
LEGO has launched its October Double Points promotion and is preparing for a wave of set retirements, while new leaks reveal upcoming Pokémon collaborations. In the blind-box sector, Pop Mart faces mixed reactions as resale prices for Labubu items fluctuate sharply, and US regulators issued new safety recalls for magnetic toys.
Toys and Play: LEGO, Pokémon, Labubu and Toy Safety — 2026-10-13
Top developments
LEGO launches October Double Points and retires 34 sets
LEGO initiated its "Double Points" promotional period on October 13, 2026, offering 2x Insider Points on all purchases through October 19. This global promotion aims to drive early holiday sales and reward loyal customers. Concurrently, LEGO confirmed that 34 sets will be retired by the end of 2026, including several popular gaming collaborations. These retirements often trigger a surge in last-minute purchases from collectors seeking to complete their collections before availability ends
Leaks reveal 2027 LEGO Pokémon sets and blind-box rumors
Reputable leakers have disclosed details on three new LEGO Pokémon sets scheduled for release in 2027, signaling an extended partnership between the two brands. Additionally, leaks suggest the potential introduction of LEGO Pokémon "blind bags," a format popularized by competitors like Pop Mart. If confirmed, this move would allow LEGO to tap into the collectible mystery-box trend while maintaining its brick-based construction model
Pop Mart’s Labubu resale market shows extreme volatility
The secondary market for Pop Mart’s Labubu blind boxes has become increasingly unstable. For the upcoming "Cat" series, hidden edition (secret) figures are being listed at ¥699, while six of the nine regular editions are already listed below their official retail price of ¥129 on resale platforms. This divergence highlights a cooling "frenzy" where only rare variants command premiums, while common items face immediate depreciation. Meanwhile, previous Labubu series have seen average resale prices drop significantly from their peaks, with some individual units falling below original launch prices
CPSC recalls magnetic toys due to ingestion hazards
The US Consumer Product Safety Commission (CPSC) announced recalls for multiple toy products due to severe safety risks. The Conqueror recalled Avengers Medals because loose high-powered magnets violate mandatory standards and pose risks of intestinal injury or death if ingested. Similarly, GBYMIUY magnetic toys were recalled for similar ingestion hazards. These actions underscore ongoing regulatory scrutiny of small parts and magnet strength in children's products
Local view
China (Pop Mart/Blind Boxes): Chinese consumer platforms report significant anxiety and speculation surrounding Pop Mart’s recent releases. Discussions on Smzdm highlight a polarized response to the new "Labubu Cat" series, with users debating whether to buy at retail given the low resale value of common variants. There is also notable controversy over the newly announced Pop Mart x Pokémon collaboration, with some consumers criticizing it as a "copycat" move while others express excitement for the IP crossover
Japan (Toy Show & Trends): Nikkei Cross Trend reports that the "TOKYO Toy Show 2026," held in August, attracted over 70,000 visitors, driven largely by adult collectors ("kidults"). The show emphasized a return to analog play elements and interactive toys rather than purely digital integrations. Bandai Namco’s Pokémon merchandise remains a dominant force, with new prize items and blind-box style entries continuing to drive foot traffic at arcades and retail locations
Context & numbers
- Global Toy Market Growth: Circana data indicates global toy value sales grew by 14% in the first half of 2026, outpacing the 7% growth seen in 2025
- Adult Collector Impact: Adults (18+) now account for 25-30% of global toy sales, with this demographic driving 25% growth in US toy sales during H1 2026
- LEGO Financial Performance: LEGO reported a record half-year result in 2026, with revenue growth significantly outpacing the broader industry. In 2025, LEGO’s consumer sales grew 16% compared to the global toy market's 7% growth
- Top Performing Categories: Games and puzzles saw a 39% increase, heavily driven by Pokémon. Building sets grew 20%, led by LEGO Botanicals and Formula 1 lines
On the radar
- Pop Mart x Pokémon Launch: The "Encounter My Partner" blind box collaboration is scheduled to launch on October 15 at 10:00 PM (local time), with online sales starting earlier on October 8. High volatility in pre-release resale prices is expected
- LEGO Set Retirements: Collectors should monitor the retirement schedule for the 34 sets ending in late 2026, as prices often spike in the final months of availability
- Safety Alerts: Consumers should remain vigilant regarding counterfeit squishy toys, which CPSC warned in August pose serious burn hazards due to non-compliant materials
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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