In the ever-evolving landscape of collectible toys, few have made as significant an impact as Labubu. This quirky character, with its impish grin and distinctive design, has transcended its origins to become a global phenomenon, capturing the hearts of collectors and celebrities alike.
Initially designed a decade ago by Hong Kong-born, Netherlands-raised artist Kasing Lung, Labubus are a toothy, plush toy inspired by Nordic folklore that people are going crazy over. They have amassed a loyal following since their initial founding back in 2015, but their popularity has spiked over the past year, thanks to social media and some key celebrity endorsements from Dua Lipa, Rihanna and more. Lisa, from K-pop mega group BLACKPINK, has frequently professed her love of the plush creature on social media. “Labubu is my baby,” she declared in a recent Teen Vogue video.
The “ugly-cute” Labubu toys are seemingly everywhere and yet impossible to find if you’re actually trying to buy one. Pop Mart, which distributes the beloved characters in vinyl and plush collectible form in palm-sized “blind boxes,” releases drops that draw crowds around the world and instantly sell out online. In recent weeks, social media has been filled with videos of collectors trading tips on how to get their hands on the doll with pointed ears and a mischievous grin. Others online have warned against leaving Labubus unattended, claiming that people have even broken into cars to steal them.
Confused? Here’s everything that you need to know about the insanely popular Labubu toy.
From sketch to sensation
Labubu (who is a girl) was conceived back in 2015 by Hong Kong-born, Netherlands-raised artist Kasing Lung. Inspired by Nordic folklore, Lung created “The Monsters,” a series of characters that blend whimsical charm with a hint of mischief. Labubu, the standout figure of the series (thanks to the extreme ugly-cute quality that made it a viral sensation), is characterized by its furry body, pointed ears, and a row of sharp teeth forming a mischievous smile. Initially featured in Lung’s illustrated books, Labubu’s popularity surged after a 2019 collaboration with Chinese toy company Pop Mart, which introduced the character to a broader audience through collectible figures.
Labubu, according to Pop Mart’s description, is “kind-hearted and always wants to help, but often accidentally achieves the opposite.”
Labubu may be the breakout species of the Monsters crew but there are other characters that are taking the internet by storm including the rare pink Mokoko and the Labubu leader Zimomo (who has a tail), who also have a dedicated fandom of their own.
The allure of the blind box
A significant factor in Labubu’s meteoric rise is Pop Mart’s innovative “blind box” marketing strategy. Shoppers purchase sealed boxes without knowing which specific figure they contain, adding an element of surprise and excitement to each purchase. This approach has proven highly effective, fostering a sense of community among collectors eager to trade and complete their sets.
Right now blind boxes are almost impossible to get ahold of so cutesy toy collectors are often having to turn to re-sellers at a steeper mark-up than the $20-30 the keychains usually go for, with prices often reaching hundreds of dollars for elusive variants.
Of course, the blind boxes are the only part of their popularity. The appeal of the Labubu dolls extends beyond traditional toy demographics, resonating strongly with adults seeking nostalgia and emotional comfort. This trend, often referred to as the “kidult” market, reflects a growing desire among adults to reconnect with the simplicity and joy of childhood through collectibles. The endearing design of Labubu along with the thrill of the blind box experience cater perfectly to this sentiment.
Celebrity endorsements and global appeal
Of course, Labubu’s unique aesthetic has caught the attention of numerous celebrities, further propelling the dolls popularity. Notably, BLACKPINK’s Lisa has been spotted with tons of different Labubu accessories, often sharing her fondness for the character on her Instagram stories. She told Vanity Fair last year that shopping for Pop Mart collectibles has become her “secret obsession.” Lisa’s bandmate Rosé also hopped onto the Labubu trend when she posted a photo of her doll on Instagram… Whether or not her love for the toy has something to do with a certain bandmate of hers is anyone’s guess.
Other Labubu-obsessed celebrities, including Rihanna, Dua Lipa, Harvey Guillén, and Emma Roberts, have also helped cement Labubu’s status as a fashionable collectible and a symbol of exclusivity in themselves.
The latest trend reinforcing the dolls as a status-signalling collectable has Labubu’s often paired with luxury bags.
Beyond its status as a collectible, Labubu has become a cultural icon. In Thailand, the character was appointed as an “Amazing Thailand Experience Explorer” by the Tourism Authority, highlighting its role in promoting cultural exchange. Pop Mart’s Labubu-themed store in Thailand also achieved remarkable success, generating over $1.4 million in sales on its opening day.
According to Pop Martm “The Monsters” series is its best-selling franchise, and last year generated 3 billion yuan ($410 million) in sales.
So, what’s next for status-signaling collectible Labubu? Apparently the sky is the limit.
Labubu’s journey from a whimsical sketch to a global sensation underscores the power of storytelling, innovative marketing, and cultural resonance in the world of collectibles. As it continues to enchant fans worldwide, Labubu stands as a testament to the enduring appeal of characters that capture the imagination and evoke a sense of wonder.
RELATED:
