On February 27, POP MART officially announced its latest intellectual property (IP) named "Key A," described as "a girl who is always 'generating herself.'" The company also previewed the "Key A Dream of Uncharted Realm Series," scheduled for release on March 13.

Notably, this new IP announcement comes just one week after the launch of the previous new character, "After-School Merodi," indicating an accelerated pace of new releases. On February 20, POP MART introduced "After-School Merodi," with its online sales set to begin at 22:00 on February 26, 2026, and offline sales starting on February 27, 2026.

Data shows that POP MART's annual number of new IP releases has surged from 29 in 2024 to 57 in 2025, nearly doubling. In the first half of 2025, 13 of POP MART's IPs generated revenues exceeding 100 million yuan. Among them, THE MONSTERS emerged as a new top-tier IP with revenue of 4.81 billion yuan, while "Starman," having joined just one year ago, achieved 390 million yuan in revenue, making it one of the fastest-growing emerging IPs.