The excitement around collectible toys reached new heights in London on Tuesday as Labubu dolls were flying off the shelves during a high-energy shopping livestream hosted by AliExpress, Alibaba’s global e-commerce platform. The Chinese retail giant transported the intensity of Singles’ Day shopping culture to the UK, capitalising on the fast-growing worldwide fascination with Pop Mart’s designer toys.
The livestream highlighted Pop Mart’s most popular figurines — including Labubu, SkullPanda and Crybaby — all packaged in sealed “blind boxes” that conceal which character is inside. This surprise-element format has helped propel Pop Mart from a niche Beijing brand into a global powerhouse with explosive revenue growth. The company has increasingly adopted strategies similar to Disney, turning its characters into long-term franchises with strong emotional appeal.
To deliver the Singles’ Day experience to British audiences, AliExpress recruited 23-year-old UK influencer Anna Williams, who has more than 1.3 million TikTok followers. Williams co-hosted four live, two-hour streaming sessions each day with fellow influencer Mary He. AliExpress expects the duo to help sell around 10,000 collectible toys through the AliExpress app by Friday.
Pop Mart Sales Skyrocket in the UK Market
According to Bonnie Zhao, AliExpress UK’s general manager, sales on the official Pop Mart storefront in Britain surged an astonishing 1,500% in October compared with the same period last year. In addition, overall sales of collectible designer toys on the platform rose 300% in the first half of the year — a clear sign that Britain’s appetite for the category is rising quickly.
During the London livestream, Williams and He sat before a wall of Pop Mart figurines, opening mystery boxes one by one to reveal their hidden characters. They showcased everything from Labubu’s playful “Why So Serious” clown version to the blueberry-scented Hacipupu gummy bear dolls. Prices ranged from £11 to £74 ($15 to $99), drawing interest from both casual fans and serious collectors.
Pop Mart toys have also become a fashion trend. Many buyers attach the tiny figurines to handbags, backpacks, and clothing accessories, creating a thriving secondary market where the rarest models can fetch significant resale value.
Livestream Shopping Expands Beyond China Into Europe
Livestream shopping — a phenomenon that began in China — is now gaining ground in Europe as brands look for creative ways to combine entertainment with e-commerce. Global retailers such as IKEA and Zara have experimented with the format, hoping to replicate the success achieved in China.
Carmen Muley, who hosted AliExpress’s first livestreams in Spain back in 2016 and now advises major brands on livestream retail, said interest has dramatically increased. She noted that the rise of TikTok Shop across Spain, Ireland, Italy, Germany and France has fuelled widespread adoption among Western brands.
Although livestream shopping in Europe is still emerging, Muley believes momentum is building quickly as retailers recognise its potential to create engagement and drive impulse purchases through charismatic hosts, exclusive deals, and interactive product reveals.
With Pop Mart’s collectible toys becoming global icons and livestream commerce gaining traction across Europe, AliExpress’s decision to showcase Singles’ Day in London signals a new phase in cross-border retail — one in which digital entertainment and consumer culture blend into one immersive shopping experience.
