Labubu: The Adorable Monster Transforming Collectible Culture and Fashion Trends Worldwide!

Unpacking the Labubu Phenomenon: How Pop Mart’s Plush Toy Took the Social Media Scene by Storm

Labubu, the whimsical plush toy that has captured social media’s heart, is a captivating example of how creativity and savvy marketing can lead to remarkable success. This toothy little monster, born from the mind of artist Kasing Lung, has come a long way from its origins in Nordic mythology. With its roots planted a decade ago, Labubu has finally secured its position as a darling in the collectible toy market, bridging the gap between childhood nostalgia and contemporary fashion.

The Birth of Labubu

Labubu made its debut in 2015 when Kasing Lung introduced the character through three enchanting picture books. Featuring pointed ears and sharp teeth, the character draws inspiration from Nordic folklore, setting the stage for what would become a multi-dimensional brand beloved by both kids and adults.

Fast forward to 2019, a pivotal moment arrived when Lung entered a partnership with Pop Mart, a company renowned for catering to collectors and influencers. This collaboration marked the beginning of Labubu’s evolution from an illustrated character to a coveted collectible. However, it wasn’t until 2023 that Labubu took the world by storm with the introduction of plush toys sold on key rings. Suddenly, these quirky creatures were popping up everywhere, even in the hands of celebrities like Rihanna, Kim Kardashian, and NBA star Dillon Brooks.

Social Media Sensation

TikTok, with its ever-growing community of content creators, has played a crucial role in catapulting Labubu into the limelight. The hashtag #Labubu boasts an impressive 1.4 million posts, featuring everything from unboxing videos to Labubu-inspired fashion and cosplay. Fans have embraced Labubu, incorporating these plush toys as fashionable accessories, adorning handbags, backpacks, and even car mirrors.

Emily Brough, Pop Mart’s head of IP licensing in the Americas, explains, “The character has evolved into a collectible and style symbol, resonating with fans who connect with its quirky aesthetic and unique backstory.” This evolution has not gone unnoticed, as Labubu has infiltrated the fashion world, appealing to a diverse audience.

A Booming Market

Pop Mart’s financial success speaks volumes about Labubu’s impact. The company’s revenue more than doubled in 2024 to an astonishing 13.04 billion yuan (approximately $1.81 billion), thanks largely to the popularity of its plush toys. Revenue from Pop Mart’s plush toy segment saw a staggering 1,200% increase, contributing nearly 22% of the company’s overall revenue.

This success isn’t restricted to children; adult buyers have become a significant player in the toy market. According to market research firm Circana, consumers aged 18 and above drove a year-over-year increase of over $800 million in the U.S. toy market in 2024. A remarkable 12% rise in sales for adult shoppers in the first quarter of 2025 signals a growing trend among adults purchasing toys for themselves, rather than as gifts for younger consumers.

Addressing Supply and Demand Challenges

The soaring popularity of Labubu has led Pop Mart to carefully navigate the challenges associated with skyrocketing demand. Reports of long lines at stores and even physical scuffles in the UK underscore the urgency surrounding Labubu’s availability. In response, Pop Mart temporarily suspended all in-store and blind box machine sales in the UK, with plans to revise its distribution strategy.

The blind box phenomenon, where buyers are surprised by the version they receive, enhances the thrill of collecting Labubu figures. Prices vary significantly, ranging from $20 to $300, ensuring that there is a Labubu available for every budget.

Despite their whimsical charm, Labubu toys have encountered issues with resellers charging exorbitant prices. Many fans are willing to pay a premium in their quest to own these collectible figures. Kena Flynn, a fan from Los Angeles, recently lamented over prices at a kiosk saying, “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.”

Looking to the Future

To meet the demand, Pop Mart is focused on expanding its retail presence in the United States, with plans for 50 new locations by the end of the year. Consumers can anticipate seasonal releases and various new iterations of Labubu that will keep the fervor alive.

As the collectible toy market continues to evolve, Labubu stands as a testament to the blend of storytelling, art, and commerce. This toothy little monster is not just a toy; it’s a cultural phenomenon that has captured hearts around the globe, promising a lasting legacy in the toy industry.

In the world of collectibles, where trends can fluctuate at lightning speed, Labubu’s unfaltering rise seems to suggest that this quirky character is here to stay, forever mashing up play and fashion in ways that resonate with fans of all ages.