Labubu, the endearing plush toy from China’s Pop Mart, has become a social media sensation, but its journey to fame has been far from swift. Having made its debut a decade ago, Labubu has now firmly established its place in the realm of collectible toys for the foreseeable future.
The brainchild of artist and illustrator Kasing Lung, Labubu first graced the world with its pointy ears and teeth in a series of three picture books inspired by Nordic mythology, released in 2015.
In 2019, Lung entered into a partnership with Pop Mart, a company known for appealing to toy enthusiasts and online influencers, to market Labubu figurines. However, it was not until 2023, when Labubu plush toys became available as key chains, that their popularity soared, reaching the hands of Rihanna, Kim Kardashian, and NBA star Dillon Brooks. K-pop artist Lisa from Blackpink also showcased her Labubu plush toys to her Instagram and TikTok audience, accentuating the craze for these charming monsters.
Labubu hysteria has exploded on TikTok, with over 1.4 million posts under the #Labubu hashtag, featuring fans unboxing the toys, modeling outfits influenced by them, and participating in Labubu-themed cosplay.
Enthusiasts have embraced Labubu’s fusion of play and style, incorporating them as accessories for handbags, backpacks, and car mirrors.
“The character has evolved into a collectible and style symbol, resonating with fans who connect with its quirky aesthetic and unique backstory,” stated Emily Brough, Pop Mart’s head of IP licensing in the Americas.
Labubu has proven highly profitable for Pop Mart, contributing to a more than doubling of revenue in 2024 to 13.04 billion yuan ($1.81 billion), largely thanks to the popularity of these fantastical creatures. In particular, Pop Mart’s plush toy segment saw a staggering increase of over 1,200% in 2024, accounting for nearly 22% of the company’s overall revenue as per their annual report.
The attraction of Labubu extends beyond toy enthusiasts and fashion-lovers, as it also taps into the blind box trend where buyers are unaware of the specific variation of plush toy they will receive.
Pop Mart has ensured that Labubus are accessible to a broad audience, with prices ranging from $20 to $300, while special collaborations or limited editions may be more expensive, according to Brough.
Unlike many toys, Labubu’s fanbase includes a significant number of adults, with buyers aged 18 and over contributing to a significant $800 million year-over-year increase in the U.S. toy market in 2024, based on research by Circana. Adult shoppers, predominantly female, frequently purchase these toys for themselves. In the first quarter of 2025, sales of toys among the 18 and over demographic increased by 12% compared to the previous year, amounting to $1.8 billion and representing the highest expenditure across all age groups in the quarter.
Pop Mart, similar to many retailers, is actively monitoring U.S. negotiations with its trading partners as price changes might occur. The situation with China is a particular focus, given recent statements by President Donald Trump accusing the country of breaching an agreement concerning trade discussions.
Presently, Pop Mart, which manufactures products throughout Asia, is consistently scaling its production and expanding its distribution through online platforms, retail stores, and blind box vending machines to keep pace with burgeoning demand.
This high demand has resulted in lengthy lines at stores and even instances of physical altercations in places like the United Kingdom. Pop Mart announced on Instagram that it had temporarily halted all in-store and blind box machine sales in the U.K., with Peter Shipman, head of Europe, noting on Facebook that the company is devising a new distribution strategy for store sales.
Resellers have posed challenges, yet Labubu fans often remain willing to pay inflated prices.
Kena Flynn, during a visit to The Grove shopping center in Los Angeles, noticed Labubus being sold at steep prices at a kiosk. Despite these exorbitant rates, her boyfriend purchased two, as Flynn noted on TikTok on Sunday.
“At a certain point, you can’t buy them,” expressed Flynn in her video. “I just want a Labubu and I cannot buy one from Pop Mart, so here we are.”
In an effort to meet the overwhelming demand, Pop Mart plans to open 50 additional retail locations in the U.S. by year-end. This will offer shoppers more opportunities to discover Labubus, and Pop Mart states that multiple new Labubu releases are planned, timed with seasonal events and holidays throughout the forthcoming year.