A new era for toy collectibles and global fandom has landed in New York City as Macy’s announces partnership with Pop Mart, the China-based intellectual property and collectibles powerhouse, for a show-stopping, limited-edition pop-up at the iconic Herald Square flagship. Timed for the holiday rush and the world-famous Macy’s Thanksgiving Day Parade, this pop-up brings the enchanting universe of Pop Mart, best known for beloved characters like Labubu, SKULLPANDA, Dimoo, Molly, Duckoo, and Mokoko, directly into the heart of Manhattan’s holiday shopping.
“Our goal at POP MART is to light up passion and bring joy, and Macy’s Parade has been doing that for nearly a century,” said Larry Lu, President of POP MART, The Americas. “Bringing our characters to life at such a storied event represents a significant milestone for us as we kick off our 15th anniversary. It is an honor to represent our team, artist partners, and the global POP MART community during one of the great traditions of the holiday season.”
Enter the World of Pop Mart at Macy’s
The centerpiece of this collaboration is a vibrant, fantasy-rich pop-up immersive retail space inside Macy’s Herald Square store, open throughout November and the holiday season. The installation invites shoppers to step inside the whimsical world of Pop Mart and explore an extensive lineup of designer collectible toys, fashion collaborations, accessories, and exclusive limited-edition merchandise, all styled with Pop Mart’s signature art-forward packaging and playful storytelling aesthetic.
The pop-up is heavily themed around the You Found Me series, especially the globally viral SKULLPANDA character. Across the street, fans can dive even deeper with a new, first-ever North America SKULLPANDA pop-up at 1 Penn Plaza, creating a destination-focused NY holiday for toy fans and collectors.
Collectors can score exclusive figurines, plushes, art toys, and fashion drops only available at the Macy’s pop-up, some featuring new colorways or special event packaging commemorating the brand’s debut at the 99th annual Macy’s Thanksgiving Day Parade. A large-scale merchandise wall is lined with blind boxes, unveiling limited chase variants and coveted finds for super-fans and first-timers alike.
The Parade: Labubu and the Monsters Arrive
The collaboration is part of a larger multi-channel partnership, headlined by Pop Mart’s inaugural float, Friendsgiving in Pop City, at the 99th Macy’s Thanksgiving Day Parade on November 27, 2025. Amid iconic balloons, performance groups, and Santa’s arrival, Pop Mart’s Monsters and their superstar mascot Labubu appear as a fuzzy, 16-foot-tall sculpture, joined by other instantly recognizable characters like SKULLPANDA, Peach Riot, and Molly.
“For more than a century, the Macy’s Thanksgiving Day Parade has been home to the world’s most recognizable and beloved characters – icons that spark wonder and connection for fans everywhere,” said Jordan Dabby, producer of Macy’s Thanksgiving Day Parade. “This year the Parade gets an extra splash of personality as the colorful characters of POP MART join the celebration. Bursting with creativity and charm and a dash of mischief, this delightful cast of friends and monsters have inspired smiles and joy for 15 years and we couldn’t be more excited to officially welcome their bright, joyful world into the Macy’s Parade family.”
Global Expansion, Fandom, and Culture
This partnership marks Pop Mart’s boldest stateside campaign to date, as the brand celebrates both its 15th global anniversary and the 10th birthday of Labubu and the Monsters. With over 550 stores worldwide and a social footprint spanning unboxing videos, high-culture collaborations, and fashion, Pop Mart is cementing its reputation as the leading force in designer toy collectibles, making NY a hub for its loyal North American fanbase.
The Future: Holiday Commerce, Narrative, and Joy
By merging a flagship retail takeover, exclusive collectibles, and one of the largest global pop culture festivals, Macy’s and Pop Mart are setting a new holiday standard: one where toy stores are creative playgrounds, fandom is celebrated, and everyone can become part of the story.
The limited-time pop-up runs throughout November and December, and is expected to draw crowds of collectors, tourists, and curious holiday shoppers to Herald Square, making this the year’s ultimate collision of American holiday tradition with international collectible cool.
