Toys and Play: LEGO, Pokémon, Labubu and Toy Safety — 2026-09-25
This week: LEGO revealed licensed products account for less than half of its sales,bumming its record run on original IP. Meanwhile Labubu resale prices have collapsed after mass restocking, and CPSC issued a magnet-ingestion recall for Jerify magnetic stick figure toys. Holiday toy guides from Toy Insider and ABC News confirm Pokémon and LEGO remain dominant going into Q4.
Toys and Play: LEGO, Pokémon, Labubu and Toy Safety — 2026-09-25
Top developments
LEGO says licensed sets are less than half of its revenue
In comments published this week, the LEGO Group shared that licensed products represent "less than 50% of our sales" — a notable shift in how the record-breaking company frames its business, given heavy reliance on Pokémon, Star Wars and F1 IP in its recent growth streak.Revenue up 21% and operating profit up 22% in H1 2026 on revenue of DKK 41.9 billion still applies as backdrop.
Labubu resale bubble has burst, with restocks flooding supply
A detailed analysis this week in Chinese collectibles media recounts how Labubu's resale premium collapsed: the "本我" series reportedly fell from ¥4,500 to ¥400, the "复古理发店" (retro barbershop) series broke below retail on launch night, and Pop Mart's frequent restocking (supply rollouts on September 10, 12, 16, 18 and 22) pushed inventory turnover 78 days longer. This marks a sharp contrast with last year's frenzy — relevant for anyone watching Pop Mart's blind-box model.
Pop Mart shares drift lower as hype cools
Pop Mart (09992.HK) closed at HK$153.5 on September 23, down 0.45%, with main-force funds net outflow of HK$71.49 million on turnover of HK$540 million. Investors are testing whether the Labubu phenomenon can survive without scarcity.
New Pop Mart collaboration: SEVENTEEN's MINITEEN launches
SEVENTEEN's official-character MINITEEN blind box went live on Pop Mart this week — 13 regular figures plus 3 sub-unit hidden figures — at ¥59 per draw and rough¥826 per full case (expected ~1 hidden per case). Scalpers listed figures at ¥95 the launch night, prompting backlash; fans posted price-matching threads at retail.
Pokémon Trading Card Game Pocket merch hits Pokémon Center September 26
On September 26, new Pokémon TCG Pocket–themed goods launch at Pokémon Centers in Japan, including an LED light inspired by the "pack hourglass" and related accesso[[ry lines]] — timed around the card-clash period of Pokémon's 30th anniversary.
Local view
- Chinese collectibles media (什么值得买) is running "leak-pickers" accounts tracking the Labubu price crash and official restocking cycles — framing the moment as "原价时代" (back-to-retail-price era).
- Danish coverage continues to frame LEGO from Billund's perspective: Økonomisk Ugebrev reports the Kirk-Kristiansen family's holding company is again posting a "stort milliardoverskud" (huge billion-krone profit) as LEGO wealth keeps growing.
- BillundOnline notes a new LEGO House exhibition full of local Billund details, opening this week.
Context & numbers
- Adult recipients accounted for 35% of total 2026 toy consumption, and women drove more than 50% of industry growth early in the year (Circana).
- Circana put global toy value sales up 14% in H1 2026, versus LEGO consumer sales growth of 16% in 2025 against a 7% market.
- 140+ LEGO sets are now on the US "retiring soon" list — including UCS Millennium Falcon, X-Mansion and Optimus Prime — ahead of Q4 retirement.
On the radar
- LEGO × Pokémon Go in-store event at LEGO Stores runs through September 30, 2026 in US, UK, France, Germany, Poland and Australia — final week.
- Toy Insider's holiday gift guide landed September 24 and is shaping retailer buy lists for the season.
- Bandai's September 21 shokugan wave includes Kamen Rider Maice and Persona 30th-anniversary wafer sets — watch for restocks.
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.
Powered by
