Labubu, the plush toy from China’s Pop Mart, has become a social media favorite — but these toothy little monsters are far from an overnight success. Having emerged about a decade ago, Labubus seem to have finally made their mark on the collectible toy market.
Created by artist and illustrator Kasing Lung, the character Labubu first appeared in 2015 , with pointy ears and sharp teeth, in three illustrated books inspired by Norse mythology.
In 2019, Lung partnered with Pop Mart — a company geared toward collectors and influencers — to sell miniature Labubu figurines.
But it wasn’t until 2023, when the brand launched plush versions on keychains , that the toothy monsters became ubiquitous — even appearing in the hands of celebrities like Rihanna , Kim Kardashian and NBA player Dillon Brooks.
Singer Lisa, from the K-pop group Blackpink, also started posting photos with her Labubu for more than 100 million followers on Instagram and TikTok , where the fever for the character exploded.
There are already more than 1.4 million posts with the hashtag #Labubu on TikTok — with videos of fans unboxing, showing off looks inspired by the character and, of course, dressing up as him.
Fans have embraced Labubu’s mix of fun and style, accessorizing bags, backpacks, belts — and even hanging the doll from their car’s rearview mirror.
“The character has become a collector’s item and style icon, winning over fans who identify with his eccentric aesthetic and unique story,” said Emily Brough, director of licensing for Pop Mart in the Americas.
Labubu has become a bonanza for Pop Mart. By 2024, the company’s revenue had more than doubled to 13.04 billion yuan ($1.81 billion) , driven in part by the elfin-looking monster. Sales of plush toys grew more than 1,200% year-on-year, accounting for nearly 22% of total revenue, according to the company’s annual report.
In addition to attracting collectors and fashion lovers, Labubu also rode the wave of “blind boxes” — surprise boxes in which the buyer does not know which version of the toy they will receive.
And Pop Mart made sure there was a Labubu for every budget. Most models cost between $20 and $300, though special collaborations or limited editions can command higher prices, Brough said.
Unlike most toys, Labubu has a significant adult fan base. By 2024, consumers aged 18 and older were responsible for an increase of more than $800 million in the U.S. toy market, according to research firm Circana.
The majority of these purchases were made by adult women for their own use. In the first quarter of 2025, sales to this audience grew 12% compared to the same period the previous year . With US$1.8 billion in spending, adults led consumption among all age groups in the quarter.
Like many retailers, Pop Mart is closely monitoring trade negotiations between the U.S. and its major trading partners, as prices could be affected. The situation with China is in the spotlight , especially after President Donald Trump said Friday that the country had “violated” a trade deal with the United States .
Currently, Pop Mart — which manufactures its products in several Asian countries — says it is continually increasing its production and expanding distribution through its online store, physical points of sale and blind box machines, to meet growing demand.
The shortage of products has led to long lines at stores — and even a physical fight at a mall in the United Kingdom. Late last month, Pop Mart announced on Instagram that it was temporarily suspending sales in physical stores and blind box machines in the country. Peter Shipman, the company’s director for Europe, said on Facebook that they are developing a new distribution method for points of sale.
Resellers have become a problem, but many Labubu fans are still willing to pay abusive prices.
Kena Flynn was at The Grove mall in Los Angeles when she came across some Labubus being sold at a kiosk. In a TikTok video posted on Sunday, she commented that the prices were “so bad” — but her boyfriend bought two anyway.
“There comes a time when you just can’t buy it,” Flynn said in the video. “I just want a Labubu, but I can’t buy it straight from Pop Mart. So that’s it.”
To keep up with the overwhelming demand, Pop Mart plans to open 50 more stores in the United States by the end of the year. This should increase the chances of consumers finding their Labubus, as the company also plans to release new versions of the character for holidays and seasonal occasions over the coming months.
Source: https://g1.globo.com/economia/negocios/noticia/2025/06/05/parte-brinquedo-parte-moda-sucesso-do-labubu-demorou-dez-anos-para-acontecer.ghtml
