Pop Mart Introduces NELO — A Singular, Limited-Edition Descent into the Subconscious, Following the Success of LABUBU
Building on the global success of its iconic character LABUBU, Pop Mart now unveils NELO, a new original IP that takes collectors on an introspective journey through space, memory, and dreams. A one-season-only release, NELO is not just a character—he is a symbol of wonder, solitude, and the emotional gravity of exploration.
NELO is a baby astronaut born from the final frontier of consciousness. According to Pop Mart lore, NELO drifts through the dreamscape inside a starlit cradle-pod, collecting emotional fragments from human minds during deep sleep. Part explorer, part guardian, NELO travels where memories dissolve and imagination expands—within the vast, untethered cosmos of the subconscious.
The name 'NELO' suggests softness and space—a lullaby echoing in zero gravity. This journey is both literal and metaphorical: NELO isn't just traversing galaxies, but the hidden universes within ourselves.
The NELO series includes 12 standard figures and one secret edition, each representing a psychological or emotional aspect discovered during NELO's dream-bound travels. Highlights include: Liora – The Dream Weaver
A celestial caretaker who weaves emotional frequencies into constellations that guide NELO's voyage.
A celestial caretaker who weaves emotional frequencies into constellations that guide NELO's voyage. Tenebris – The Shadow Collector
A quiet presence who absorbs forgotten fears to balance the dreamspace NELO explores.
A quiet presence who absorbs forgotten fears to balance the dreamspace NELO explores. Aero – The Thought Drifter
An ephemeral companion that orbits NELO, representing fleeting bursts of inspiration.
The figures are sculpted with weightless posture, flowing lines, and cosmic elements—stars, moons, space helmets, and translucent surfaces that mimic stardust and oxygen bubbles.
NELO introduces a visual and emotional language new to the Pop Mart universe. The design direction pairs space-age motifs with vulnerability: soft pastel suits, glowing helmets, and floating poses that evoke a feeling of serene solitude.
'We wanted NELO to embody the purity and emotional openness of childhood—set against the vastness of space,' says Jian Xu, Creative Director at Pop Mart. 'He's a symbol of how even the smallest among us can navigate infinite worlds.'
As a strictly one-season series, NELO will be available in limited quantities through Pop Mart's global retail stores, website, and select vending locations. Once sold out, it will not return—preserving the sense of rarity and finality that defines the story.
A Collector's Edition Box Set will also be released, featuring: All 12 NELO figures
A cloth-bound illustrated dreamflight log
Exclusive foil-stamped packaging and artist concept cards
Each box set invites collectors to hold a complete piece of the story—an artifact of a journey that won't be repeated.
Following the whimsical success of LABUBU, NELO signals Pop Mart's evolution toward deeper, narrative-first IPs. With NELO, the brand invites collectors to pause, reflect, and emotionally connect—with a baby astronaut who floats between stars and souls.
NELO is not just a collectible. He's a moment of stillness in motion. A dream you can hold—once.
For more information, release updates, and behind-the-scenes content, visit www.popmart.com or follow @PopMartGlobal on Instagram, TikTok, and Weibo.
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