Shoppers at Trafford Centre queued for five hours today as POP MART opened its newest store on August 16. The Chinese collectibles brand attracted dedicated fans eager to secure viral Labubu toys and other sought-after blind box items.
Susan Ghosh arrived with her daughter Ajaya Ghosh and friend Lily Harding at 10:30pm the night before, camping overnight with deck chairs and blankets. She said: "We had deck chairs, blankets and snacks. I know not to bring any of those things, but security were really, really good and they let us. We even got given numbers to so we knew where we were in the queue if we needed to go the toilet. She's already got a set of 12, but she's hoping to add some more and I'm looking to get one for myself as well, the large Labubus."
The store opened at 10am on Lower Regent Crescent, serving as POP MART's second Greater Manchester location following Market Street earlier this year. Trafford Centre management implemented strict rules allowing no queuing until 5:30am ahead of the 10am opening.
Viral toy phenomenon drives demand
Caprice Whitehead, 34, travelled from Nuneaton with family and friends to add to her three-month collection. She said: "I've been collecting for three months now. It's like a bit of nostalgia that reminds you of the moments you were a younger child. I got onto it before my kids and they basically caught on. The closest store to me is in Birmingham, but I thought I'd come to this one to support the company and it's a great opportunity to meet different people."
Keely Hawkins arrived just two hours before opening but was equally excited for her first authentic Labubu purchase. She said: "This will be the first real Labubu. I went to a different country recently and I saw that they were selling fake ones for about £10, but I thought, rather than buy a fake that's can be unsafe, why not go to the actual source and get a real one."
Her daughter Beatrice explained the appeal: "Because they are cute and some people are scared of them." POP MART's Labubu toys are small monsters featuring pointed ears and serrated teeth, often sold as bag clips.
Global expansion success
The brand, which launched in China in 2010, has built a cult following through its blind box format where customers don't know which character they'll receive. The 1,400 square foot Trafford Centre store joins more than 500 locations across 30 countries worldwide.
Afiah Kofie, Marketing Manager for POP MART, said: "We're really excited to be opening at the Trafford Centre. It's an ideal place for us to expand and connect with more fans, and aligns perfectly with our goal of making POP MART's characters and experiences accessible to a wider audience."
The store features immersive areas for photos and browsing, alongside limited edition products and seasonal exclusives to mark the opening. Beyond Labubu, POP MART sells characters including Molly, Dimoo, Skullpanda, Hirono, and Twinkle Twinkle, plus collaborations with Disney, Marvel, and SpongeBob SquarePants.
Kofie explained the brand's appeal: "POP MART brings together art, play, and surprise in a way that really connects with people. The collectible blind box format makes the experience fun and repeatable, and we've seen customers spend time carefully choosing boxes, trading with friends, and even filming their unboxings to share online. It's not just about the product - it's about the joy and community that comes with it. Our stores are vibrant spaces where fans come together and build shared experiences."
Sources used: "Liverpool Echo", "Manchester Evening News" Note: This article has been edited with the help of Artificial Intelligence.
