Wang Ning, billionaire founder of Chinese toy maker Pop Mart International Group, said the company could “easily” reach 30 billion yuan ($4.2 billion) in sales this year.

The grinning plush elves drove record revenue for the Chinese retailer in the first half of the year, and soon fans will have something new to lust after.

Labubu hype led to Pop Mart’s record-breaking first-half revenue of $1.93 billion—surpassing the Beijing-based retailer’s total sales for all of 2024.