While new rides and lands often steal the spotlight, the real heartbeat of the theme park industry lies in the stories behind the scenes—ownership changes, creative pivots, and cultural phenomena. Here are some of the most compelling stories from around the world this month.
🇨🇳 Pop Mart’s Labubu Goes Global: A Plush Toy Empire Eyes Theme Parks
Chinese toy giant Pop Mart is turning its viral character Labubu into a full-blown entertainment franchise. Inspired by Disney’s long-term IP strategy, Pop Mart plans to build Labubu-themed parks, animated series, and global merchandise lines.
Labubu, designed by Hong Kong illustrator Kasing Lung, has become a cultural icon, with plush dolls generating 35% of Pop Mart’s revenue in the first half of 2025. The company’s shares surged nearly 200%, briefly surpassing Hasbro and Mattel in valuation.
Counterfeit Labubu dolls have flooded markets in South Korea and the UK, prompting seizures and safety warnings. Despite this, Pop Mart is pushing forward with plans to expand into Latin America and the Middle East, aiming to replicate Disney’s century-long IP success.
🇳🇱 Bommelwereld Opens in the Netherlands: A Literary Theme Park Comes to Life
In Groenlo, the Netherlands, a new indoor amusement park called Bommelwereld has opened, bringing the whimsical world of Dutch cartoonist Maarten Toonder to life. The park features immersive storytelling, themed rides, and interactive exhibits based on characters like Olivier B. Bommel and Tom Poes.
This marks a rare example of a theme park built around literary heritage, offering a nostalgic yet modern experience for families and fans of Dutch culture.
🇧🇪 Plopsaland Belgium Expands with New Area and Attraction
Plopsaland, one of Belgium’s most popular parks, has announced a major expansion including a new themed area and ride. While details are still under wraps, the move is part of a broader strategy to compete with larger European parks and attract international visitors.
The expansion follows a successful summer season and reflects growing investment in regional parks across Europe.
🇺🇸 Universal Studios Hollywood Revamps CityWalk with Celebrity Pizza
In Los Angeles, Universal CityWalk Hollywood has welcomed a new addition: Slice House by Tony Gemignani, a pizza restaurant from the 13-time world champion 2. The opening is part of a broader revitalization of CityWalk, which has seen several legacy stores replaced with modern dining and retail experiences.
This reflects a trend where theme park resorts are investing heavily in non-ride experiences to boost revenue and guest satisfaction.
🇸🇦 Pico Play Celebrates Rapid Growth in the Middle East
Australian design firm Pico Play is celebrating rapid expansion in the Middle East, with multiple projects underway in Saudi Arabia. The company specializes in immersive attractions and is helping shape the region’s emerging theme park landscape.
Saudi Arabia’s Vision 2030 includes massive investments in tourism and entertainment, and Pico Play’s success signals growing global collaboration in the industry.
