Labubu, a plush toy created by Hong Kong artist Kasing Lung, has stolen the hearts of many across the globe. Since its launch in 2015, it has swept the globe! Labubu comes from China’s Pop Mart and fuses fashion and collectibility. This curious combination has launched it into social media stardom. As a result, the toy’s popularity took off. By 2024, its revenue had tripled, to 13.04 billion yuan, about $1.81 billion.
This distinctive character first appeared in a trio of Nordic mythology-infused picture books. So, fans all over the globe instantly started to take an interest! Labubu’s “crazy-but-cute” aesthetic coupled with her extensive history has made her a style icon. It’s a world that continues to enchant us, enthralling youngsters and million-strong adult fanbase alike.
Labubu’s ascent is inextricably tied to the blind box craze. This marketing tactic allows consumers to purchase these blind boxes with no knowledge or promise of which character variant they’ll receive. Prices for Labubu fall between $20 and $300, with specific collaborations and limited editions fetching much higher prices. This pricing structure has resulted in a tremendous response from both collectors and newcomers to the field.
Seeing the ongoing demand for Labubu, Pop Mart has moved to rapidly increase production and distribution channels. As the toy heats up, super long queues have snaked around retail outlets. Just yesterday, reports indicated that physical clashes have erupted at malls throughout the United Kingdom. These confrontations are the result of an artificial shortage of Labubu toys.
This is where social media the secret sauce to Labubu’s success. Her character has more than 1.4 million posts on TikTok. Fans show off their unboxing experiences, their styling choices with real clothes, and elaborate cosplays based on Labubu. K-pop sensation Lisa from Blackpink has shot Labubu’s profile even higher! The more she documented her collection and shared her story with the world through platforms like Instagram and TikTok, the more fans she garnered.
For developers, resellers have emerged as one of the largest threats to their bottom line. They needlessly drive up the prices, putting the toys out of reach for lots of fans and collectors. Kena Flynn, a devoted Labubu enthusiast, commented on the situation:
“At a certain point, you can’t buy them.” – Kena Flynn
This moment expresses the collective frustration of today’s modern collectors who are dealing with higher prices and less accessibility.
Emily Brough, Pop Mart’s director of intellectual property licensing for the Americas, emphasized Labubu’s massive impact. She pointed to its sweeping impact on the collectible toy market. She stated:
“The character has evolved into a collectible and style symbol, resonating with fans who connect with its quirky aesthetic and unique backstory.” – Emily Brough
Labubu is continuing to attract buzz on social media and with different demographics. This customizable plush toy has undoubtedly solidified itself through a bevy of beneficial partnerships and practices for years to come as the shoo-in collectible of the future. Pop Mart’s commitment to meeting growing demand will likely keep Labubu in the spotlight, ensuring it remains a favorite among fans worldwide.
