The Beijing-based toy maker is cashing in on the viral success of its ugly-cute dolls, as profit soars 400% in first half of the year

The grinning plush elves drove record revenue for the Chinese retailer in the first half of the year, and soon fans will have something new to lust after.

Wang Ning, billionaire founder of Chinese toy maker Pop Mart International Group, said the company could “easily” reach 30 billion yuan ($4.2 billion) in sales this year.