On a brisk November evening in London, the atmosphere inside a pop-up studio was anything but ordinary. Instead of the usual brick-and-mortar shopping bustle, thousands of viewers tuned in online to watch British influencers Anna Williams and Mary He unwrap sealed boxes, revealing quirky figurines with names like Labubu, Crybaby, and SkullPanda. This wasn’t just another livestream—it was Alibaba’s AliExpress bringing China’s Singles’ Day shopping phenomenon to the United Kingdom, and the results were nothing short of astonishing.
The event, held on November 11, 2025, marked a new chapter in the global retail landscape. According to Reuters, Labubu dolls were “flying off the shelves” as the livestream unfolded, a testament to the worldwide craze for collectible Pop Mart toys. These figurines, sold in sealed “blind boxes” that conceal which character is inside, have become a sensation among collectors and casual buyers alike. The excitement of not knowing which design you’ll get—think of it as a kinder, gentler lottery—has fueled a surge in Pop Mart’s revenue and transformed the act of shopping into an event in itself.
Pop Mart, the Beijing-based company behind these collectibles, isn’t hiding its ambitions. Drawing inspiration from Disney’s legendary long-term brand-building strategies, the company is working to turn its current popularity into a sustainable global empire. The toys themselves have evolved far beyond simple playthings. As Reuters reports, “the toys have become fashion accessories, are worn as decorations on bags, and have developed a thriving resale market.” It’s not just about owning a Labubu—it’s about showing it off, trading it, and maybe even scoring a rare edition that’s worth a small fortune.
To maximize the event’s impact, AliExpress enlisted Anna Williams, a 23-year-old TikTok star with 1.3 million followers, to co-host four daily two-hour livestreams alongside Mary He. Their goal? Sell around 10,000 toys by Friday, November 14. As they bantered, opened mystery boxes, and showed off everything from “why so serious” clown dolls to blueberry-scented Hacipupu gummy bears (with prices ranging from £11 to £74), the digital crowd responded in droves.
The numbers speak for themselves. According to Bonnie Zhao, general manager at AliExpress UK, sales on the platform’s official Pop Mart store in the UK “rocketed 1,500 percent in October compared with a year ago.” And it’s not just a blip—overall collectible toy sales were up 300% in the first half of 2025. This is more than a fleeting trend; it’s a retail revolution powered by entertainment, exclusivity, and the thrill of the unknown.
Livestream shopping, the engine behind this surge, is a format that first took root in China. There, celebrities and influencers have been selling everything from lipstick to kitchen gadgets via real-time video for years. Western brands have taken note. Companies like Zara and Ikea are now experimenting with their own livestream shopping events, hoping to replicate the magic. The launch of TikTok Shop in Spain, Ireland, Italy, Germany, and France has only accelerated the trend. Carmen Muley, who hosted the first AliExpress live streams for the Spanish market in 2016 and now advises brands on live shopping, told Reuters, “It’s still in its early days but we have seen a huge increase of brands doing live shopping, especially since TikTok Shop launched in several European countries.”
So what’s driving this frenzy? Part of it is the allure of the “blind box” itself. Buyers never know exactly which figurine they’ll receive, making each purchase a mini event. Some end up with a common design, while others strike gold with a rare or limited edition. This element of surprise has proven irresistible, especially among younger consumers who crave both novelty and community. Social media platforms amplify the effect, as fans share their “unboxing” experiences and swap figures to complete their collections.
But there’s another layer to the story: the power of influencer marketing. Anna Williams, with her massive TikTok following, brought credibility and excitement to the event. Her interactions with Mary He, the anticipation as they opened each box, and the genuine reactions to quirky new finds made the livestream feel less like a sales pitch and more like a shared adventure. This blend of authenticity and entertainment is a key ingredient in the success of livestream shopping, and brands are taking notice.
The financial impact has been dramatic. Pop Mart’s UK store on AliExpress saw that staggering 1,500% sales increase in October 2025 compared to the previous year, as reported by both Reuters and Devdiscourse. The company’s broader ambitions are clear: by cultivating a devoted fan base and leveraging the power of digital personalities, Pop Mart is positioning itself as a global player in both retail and pop culture.
There’s also a sense of community that’s hard to ignore. The toys have become more than just products—they’re conversation starters, fashion statements, and even investment pieces. The thriving resale market means that rare figures can fetch impressive prices, and collectors are always on the hunt for the next must-have design. It’s a dynamic that echoes other collectible crazes, from Beanie Babies in the 1990s to Pokémon cards in more recent years, but with a distinctly modern twist.
As for the future, the signs point to even greater integration of livestream shopping into Western retail. Brands across sectors are experimenting with the format, and as technology improves, the experience is likely to become even more immersive. With platforms like TikTok Shop expanding their reach, and influencers like Anna Williams leading the charge, it seems only a matter of time before livestream shopping becomes as commonplace in London or Paris as it is in Beijing or Shanghai.
For now, the success of Pop Mart’s Labubu dolls during AliExpress’s Singles’ Day event is a vivid illustration of how global retail is changing. The combination of surprise, entertainment, and digital community is rewriting the rules of shopping—and if the recent numbers are any indication, this is just the beginning of a much larger story.
With collectors clamoring for the next blind box and brands racing to capture their attention, the world of retail has never felt quite so unpredictable—or so much fun.
