The popularity of Pop Mart IPs like Labubu does provide a great window into the development trends of the amusement and attractions industry, especially theme parks. This clearly confirms the key role of powerful IPs in attractions and theme parks.
Emotional Connection and Brand Loyalty: Moving Beyond “Entertainment”
IP as a driving force is becoming a key competitive advantage. In the future, competition between theme parks will depend heavily on IP inventory, the ability to manage IP, and the ability to create unique IP experiences.
Insight from IP Pop Mart
The key to Pop Mart’s success is that its IPs (like Laboobu, Molly, and others) have established a deep emotional connection with consumers. Collectors aren’t just buying toys, they’re collecting emotional investments, identity, and a sense of community. It’s not just a purchase, it’s a process of forming personal stories and connections.
The rise of theme parks
The core of a theme park is also about creating an emotional experience. A strong IP carries stories, characters, and universes that evoke an emotional response in visitors. When guests enter an area based on their favorite IP (like Disney princesses or Harry Potter), they don’t just play on rides, they “enter” that world. This emotional connection greatly increases guest satisfaction, loyalty, and the desire to return.
Breaking the Homogeneity Deadlock: Differentiation and Uniqueness
Traditional, non-themed rides (roller coaster, Ferris wheel, carousel rides, etc.) are easily copied from a technical point of view, which leads to fierce competition between theme parks and a lack of uniqueness. A strong IP is the most effective weapon for achieving differentiation of a theme park. Universal Studios has created unique immersive zones using IP such as Harry Potter, Minions, Transformers. Disney is the world standard for theming with IP.
Immersive experiences are the core of a theme park
From attractions to peace
The success of modern theme parks increasingly depends on immersive experiences. This requires integrating all elements (rides, buildings, landscapes, restaurants, shops, shows and even staff service) into a single thematic story.
The Power of IP Integration
A mature IP provides a complete narrative structure, visual style, and emotional tone. The rides cease to be constructs and become part of the overall story. The entire park environment, music, etc. can be designed around the IP.
The Park's Money-Making Weapon: Expanding the Production Chain
The Pop Mart business model relies heavily on IP derivative goods (blind boxes). The theme park is a golden place to sell such derivative goods. IP-based theme parks have huge potential for secondary sales such as souvenirs, clothing, toys, specialty food, and other products. Immersing visitors in the IP world greatly increases their willingness to buy related products. This significantly increases the average revenue per visitor.
Marketing and traffic generation
IP is traffic
Fans independently monitor new events, discuss and distribute information related to the IP. This significantly reduces the marketing costs of opening and promoting the theme park and ensures the initial flow of visitors.
Social Media Favorites
Themed areas and IP-based attractions are great “photo spots” that can easily go viral on social media, creating a wave of sharing and attracting more potential visitors.
Cross-border integration is accelerating
Pop Mart has successfully expanded its scope into the theme park industry (e.g. Pop Mart City Park PSC in Beijing Chaoyang Park), which has proven the viability of non-traditional entertainment companies with strong IPs expanding into the theme park industry. In the future, we can expect more content companies with high-quality IPs (games, animation, literature, film) to try to enter this field or establish deep collaborations.
The emergence of "small topics" and "IP flash mobs"
In addition to large theme parks, IP is also penetrating into medium and small amusement parks, family entertainment centers (FECs). The introduction of well-known IP images to theme individual areas, holding IP-themed events, or installing temporary IP-themed attractions also effectively enhances the attraction.
The development of original IP is becoming increasingly important
International giants charge high IP licensing fees, and resources are limited. Domestic parks (e.g. Huaqiang Fantawild’s Bear) and new players (e.g. Pop Mart) are actively developing and managing their own IPs to ensure long-term sustainability and unique competitive advantages. Labubu’s success is a clear testament to the value of original IPs.
Pop Mart's Insight and Its Implications for the Amusement and Attractions Industry
The popularity of IPs like Pop Mart’s Laboobu is no coincidence. It deeply reveals the fact that in the age of the experience economy, strong IP is the key driver for engaging visitor emotions, providing differentiation, creating immersive worlds, driving commercial value, and driving traffic. Whether an international giant or a local newcomer, the ability to own, manage, and successfully translate IP into outstanding offline experiences has become the deciding factor in the success or failure of theme parks.
The Future of Entertainment and Attractions with an IP Focus
Pop Mart's entry into the theme park industry is a prime example of this trend and points to the future direction of the entire amusement and attractions industry, with IP serving as a major growth engine. Laboubu's success in transforming itself from a "tabletop toy" to an "amusement park star" will be an important case study in assessing the true value of IP in theme parks. Want to buy theme park IP? rides to buy? Contact us and get an exclusive IP solution for your park!
