Pop Mart (泡泡玛特) confirmed a while back they would be moving into home appliances in search of new IP territory. Now it’s put out preview images of what that looks like: A LABUBU mini fridge.
It comes in two versions on a limited series named THE MONSTERS. Each version will run only 999 units each globally, and each unit will be given individual serial numbers to guarantee authenticity and drive up the hefty resale prices we’ve seen on product like this in the past.
As far as design is concerned, these aren’t just fridges with slapped-on LABUBU art. The designs are worked in with multi-layer printing to replicate the texture of the original artworks by Kasing Lung. There are design-conscious elements built in too. Capacity sits at 121 litres. A 33 decibel noise cap means the mini fridge isn’t too noisy to keep in your bedroom. In short, it’s a functional product, not just a novelty buy.
The fridges went on sale at RMB5,999 – a price point noted as high by some people online. But even so each model drew over 3000 reservations before sales had even opened. Given that the LABUBU mini fridge will run at 999 units each, a few thousand people are going to be rather disappointed.
A LABUBU mini fridge, The Dao view: why home appliances?
Pop Mart has one of the hottest, most recognisable IPs in the market. Now is the time to capitalise. They can keep putting out more collectible toys, or they can try for products with a bigger return.
So, test new waters. The brand is now moving from products that sit on the shelf to items to be engaged with in daily life. If LABUBU has the cultural capital to power the jump Pop Mart won’t just be beautifying your room/house/workplace, they’ll be stocking the items that make it functional.
The products will remain small and so will unit numbers. Pop Mart doesn’t want to lose touch with the brand ideals that made LABUBU such a hit: collectability and scarcity.
