Labubu, a plush toy from China’s Pop Mart, has taken social media by storm. It’s turned into a mashup, home run, rock star, mega hit with kids and grown ups all over the world! Labubu first appeared in 2015 as the main character of three picture books based on Nordic mythology. Since then, it’s turned into a cultural phenomenon. Its iconic status has only increased, as it has struck a chord with collectors and fashion lovers around the world.
The character’s unique design, by artist and illustrator Kasing Lung, has played a big role in making it so popular. Labubu’s unique aesthetic combined with her quirky vibe has enchanted fans of all ages. This combined mystique has earned its status as a collectible toy market mainstay. Labubu partnership, bringing in millions of TikTok posts. Fans can’t wait to interact with Labubu on TikTok, generating 1.4+ million posts! They enjoy opening new figures, debunking various designs based off the character, and even cosplaying as Labubu.
Labubu’s association with the blind box phenomenon, where consumers purchase mystery boxes containing random items, has further fueled its allure. Labubu’s retail price is all over the place ($20 to $300 on the secondary market), depending on the edition. Some partnerships and exclusives sell for thousands of dollars. This attracts both casual buyers and avid collectors who are always out there hunting for these rare pieces.
Pop Mart has experienced incredible success, thanks to Labubu’s popularity. The company’s revenue more than doubled for 2024, growing to 13.04 billion yuan (roughly $1.81 billion). The financial glitter has led Pop Mart to increase production. Behind the scenes, they’re further widening distribution to meet the growing demand for Labubu. All this excitement has created a set of challenges, especially around supply.
As a result, the toy’s popularity is through the roof, producing hours-long lines at retail stores. Fans are even fighting amongst themselves in their enthusiasm to snatch up the latest Labubu drop! At a mall in the United Kingdom, fans went berserk. In return, these kids battled with determination to win the right to select their hard-earned plush toy from a long list of options.
Resellers have become one of the biggest issues in the Labubu community as well. It’s a situation that has caused plenty of outrage among fans over outrageous price gouging on secondary markets. Kena Flynn, a dedicated Labubu enthusiast, lamented, “At a certain point, you can’t buy them. I just want a Labubu and I cannot buy one from Pop Mart, so here we are.” Loyal fans are left to jump through some pretty incredible hoops to get their favorite playthings. Just like the federal government, state transportation officials don’t want to pay inflated prices.
Celebrity endorsements have amplified Labubu’s profile further. K-pop star Lisa of Blackpink posted pictures of Labubu on her Instagram and TikTok accounts. Her posts were hugely informative to the phenomenon that made Labubu go viral. Celebrities, politicians, and other high-profile figures are showering Labubu with love, catapulting it into the global spotlight. This accolade has undeniably positioned Labubu as an attractive collectible object and a fashionable art statement.
Emily Brough, Pop Mart’s head of IP licensing in the Americas, commented on Labubu’s evolving identity within popular culture: “The character has evolved into a collectible and style symbol, resonating with fans who connect with its quirky aesthetic and unique backstory.” Labubu has since evolved from a mere toy into an icon of creativity. Yet it has become, for many Americans, a symbol of freedom and self-expression.
As Labubu’s story and toys take off with the creativity of fans all over the world, its impact will only continue to expand. Through their focused production efforts, Pop Mart takes on the production challenge head on, working to increase accessibility with accessible production. Collectors should be excited about this adored plush toy continuing to be a dominant force in the toy industry for decades ahead.
