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op Mart, the Chinese toy company behind the cult‑favorite Labubu dolls, has inked a 10‑year lease for a 7,000‑sq‑ft flagship shop at 1540 Broadway, the southern corner of the Times Square tower on West 44th Street. The store will open in the second half of 2026, bringing the brand’s first U.S. flagship to the heart of the “Bowtie.” The building’s nearly 200,000‑sq‑ft retail podium, owned by Vornado Realty Trust, already hosts the Disney Store, Forever 21 and US Polo Association.
Labubu, a “monster” plush that has become a celebrity staple—fans include Blackpink’s Lisa, Kim Kardashian and Rihanna—has seen sales surge 213% this year versus 2024, making Pop Mart more valuable than Mattel. The company has released over 300 variants, ranging from a $15 three‑inch vinyl to a $960 31‑inch mega edition. The dolls are sold in blind boxes, adding to their allure, but the high demand has spawned counterfeit “Lafufus.” U.S. Customs seized $500,000 worth of fakes at Seattle’s airport, and the Consumer Product Safety Commission warned that some knock‑offs are small enough to pose choking hazards.
The new Times Square location will boost the area’s family‑friendly image, complementing the existing parade of child‑centric attractions such as Elmos and superhero costumes. With many retail spaces in the district still vacant or occupied by tourist‑focused T‑shirt shops and fast‑food outlets, Pop Mart’s arrival is a welcome addition to the square’s retail mix. Vornado, which recently upgraded its outlook from stable to positive after announcing plans to acquire and revitalize the largely empty 623 Fifth Avenue office tower, stands to benefit from the increased foot traffic.
For collectors and casual fans alike, the store will eliminate the need to order Labubu dolls online or hunt them at sporadic pop‑ups, such as the one that once operated at the World Trade Center. The presence of a permanent flagship in Times Square signals that the once‑1980s‑era Cabbage Patch‑style craze has evolved into a modern, high‑profile phenomenon.
In short, Pop Mart’s 10‑year lease at 1540 Broadway marks a significant milestone for both the company and Times Square, reinforcing the district’s status as a premier destination for pop culture and family entertainment.
