泡泡玛特欧洲市场趋于成熟，生活方式类周边成新爆款

Core Insights - The 2025 Beijing International Trendy Toy Expo (PTS) is themed "Return to Play, Seek the Wild Heart," showcasing numerous global designers and serving as a platform for domestic IPs to expand internationally [1] - Peter Shipman, head of Pop Mart's European division, noted significant success for the Labubu IP in Europe, alongside strong growth for other popular IPs like SKULLPANDA and Hirono [1] - The European trendy toy market is evolving, with consumers showing a broader interest and more mature purchasing behavior compared to six months ago, moving beyond reliance on new store openings and hit products [1] - Lifestyle-related products are emerging as new bestsellers in the European market, with a recent successful pop-up gallery for Hirono in Covent Garden, London, demonstrating strong demand for lifestyle items such as T-shirts, blankets, and jewelry [1] - The company plans to expand its lifestyle product line in Europe and will host several SKULLPANDA-themed exhibitions in major cities like Rome, Berlin, London, and Paris later this year [3] - The core task in the European market remains the popularization of trendy toy culture, focusing on providing immersive brand experiences rather than just in-store transactions [3]