Move over, Labubu, the ‘Child’s Play’ slasher icon is your real friend till the end.
Pop Mart, purveyor of Labubu, is branching out in the world of creepy pop culture collectibles with a little help from Chucky. The blind box drop arrives September 11, timed to coincide with Halloween season and aiming to bolster the company’s roster of animation-influenced characters. At the recent San Diego Comic-Con, Pop Mart made a splash with the Monsters series Big Into Energy, Skullpanda, and Peach Riot, as well as its latest Star Wars line.
During io9’s preview at SDCC, Emily Brough, Pop Mart’s head of IP licensing in the Americas, talked about the company’s plans leading into Halloween. “We have this amazing product and these amazing characters and then we’re just extending the excitement and innovation to every touchpoint with our fans. We just love doing that and we love just continuing to bring the creativity of our characters,” she said of creating experiences around specific seasons, including the spooky Chucky release.
The Chucky collab is such a natural choice for horror fans. It will feature toy box-style packaging for various incarnations of the character throughout Don Mancini’s franchise legacy. “We like to lean in, especially in the U.S. Halloween is such a meaningful holiday, so we had a lot of fun here really leaning into that with product development,” Brough said of the Universal Pictures terror toy going mini and all in on the blind-box craze.
