Labubu, a plush toy created by Hong Kong artist and illustrator Kasing Lung, exploded onto the scene in 2015. Since then, it has taken off viral sensation style. Labubu initially appeared in three picture books influenced by Nordic mythology. Today, this fictional creation has morphed into a viral media phenomenon and the face of a high-tech collectible craze. The company in China, Pop Mart, makes the toy. Their revenue has surged, due in no small part to the popularity of Labubu.
Labubu’s unique charm comes from several special touches. With its signature pointy ears and creepy fang teeth, it lords itself over its consumers with an offbeat, cool-girl charm. The character has really leaned into the blind box craze. Buyers won’t know which edition they receive until they open their box! This factor of surprise has created immense buzz within the collecting community, further propelling Labubu into one of the most desirable collectibles.
Labubu toy price range is very wide. Depending on the model’s rarity and exclusivity, they go from $20 to $300. And they aren’t unique—limited edition collaborations often bring even steeper prices. Dedicated fans rush to spend thousands of dollars to get the limited versions of the toy.
The Labubu success has been a windfall for Pop Mart’s bottom line. In 2024, the company’s revenue boomed all the way up to 13.04 billion yuan, or roughly $1.81 billion. Labubu was at the epicenter of this amazing economic explosion. Among these disrupters are the adults over 18 who are reshaping the U.S. toy market. They’ve pushed up the year-over-year increase to more than $800 million, proving that the promise of collectibles is certainly growing in allure for consumers over 50. During the first quarter of 2025, toy sales for this age group increased by a whopping 12%. This jump represents an impressive market performance relative to the same quarter last year.
Social media has been a huge factor in Labubu’s meteoric rise to fame. TikTok hosts approximately 1.4 million posts featuring fans unboxing their Labubu toys, showcasing styles inspired by the character, and engaging in Labubu cosplay. None other than K-pop icon Lisa from Blackpink helped make Labubu a household name. She started sharing videos on Instagram and TikTok, which brought even more eyes to the plush toy.
Emily Brough, Pop Mart’s head of IP licensing in the Americas, highlighted Labubu’s cultural impact:
“The character has evolved into a collectible and style symbol, resonating with fans who connect with its quirky aesthetic and unique backstory.”
It turns out that getting these Labubu toys can be pretty difficult. Kena Flynn, a dedicated fan, expressed her frustrations about their availability:
“At a certain point, you can’t buy them,” she said. “I just want a Labubu and I cannot buy one from Pop Mart, so here we are.”
Labubu’s phenomenon highlights a huge shift in consumer habits. No longer exclusively the domain of children, toys have changed into a collectible category that caters equally, if not more so, to adults. This growing trend is changing the toy industry as we know it. It’s connecting producers to new markets for distinctly Maryland products that have proven popular across demographic lines.
