Labubus: The Toy Starting Fights Across America
Labubu is the newest fuzzy little monster to take over the collectible toy/bag charm craze. Created by artist Kasing Lung, the character is sold and marketed by Chinese toy company Pop Mart. The toy, costing between $20 and $300, give or take, is a fast-growing trend among teenagers and adults. Originally an illustration in three 2015 picture books, the toys didn’t hit the shelves until 2019, when Lung signed a deal with Pop Mart. The deal didn’t guarantee overnight success. The mischievous monsters weren’t on the global consumer radar. They only gained traction in 2023 after the toy company turned them into key rings.
Inspired by Nordic mythology, these furry friends exploded in popularity after being spotted on celebrities like Lisa from Blackpink, who expressed her love for the collectibles in a Teen Vogue interview and to her 100 million followers on Instagram and TikTok. Other celebs showed love to Labubu, including British singer Dua Lipa and fashion icon Rhianna. Fans recognize Labubu dolls as a fashion item, often attaching them to wallets, handbags, backpacks, and belts. Others use them as displayable art in their homes or cars. The toy is chiefly available in blind boxes, also called mystery boxes, which are sealed containers with random items unveiled when opened.
Blind boxes are a popular tactic exploited by toy companies to create intrigue in their product by employing gambling mainstays like the element of surprise. The #labubu tag has amassed 1.5 million posts on TikTok, where users unbox their Labubu. The odds of unboxing the desired Labubu is 1 in 6 for regular items and 1 in 72 for the rare secret editions. This gambling system leads enthusiasts and collectors to spend on single boxes and six packs, the mystic lying in the unboxer's likelihood of finding a rare item. The toys are found online, in the official Labubu vending machines, and physical Pop Mart stores.
Vending machine and brick-and-mortar locations are sparse, with Pop Mart operating 22 stores and an unspecified number of vending machines in the United States. The Los Angeles Times reported 2,500 vending machines spread across 30 countries. Labubus are also hard to get ahold of online, a result of resellers and die-hard fans allegedly using bots to buy out the stock. For an average doll, resellers hike up the price between $10 and $20. On Stock X, a pack of six blind boxes costs around $195 to $300. Buyers can spend between $700 to $1,000 on the rarest fuzzy friends. The most dedicated consumers are willing to dry up their bank accounts due to the scarcity of the doll.
The scarcity of the toy has led to fights all over the country. TikTok users have flooded the platform with videos of their experience in the “Labubu Hunger Games.” User @mycuteattack earned 1.4 million views, chronicling her experience buying Labubus at the Westfield Galleria at Roseville. In this video, she states that mallgoers received numbers that determined their place in line. The delicate line etiquette was disrupted by those who cut in line, resulting in boos and passionate arguments. A physical altercation did not break, but the line applauded when security sent the line cutters to the back. However, not everyone has been so lucky, as the abundance of fights over the Labubu dolls led the UK to pull them from shelves temporarily. Additionally, some Labubu owners have reported incidents of thieves attempting to snip the bag charm from their bags.
Despite the scarcity of the product, the toy is heavily promoted on social media platforms like TikTok. Shanney Thich, a beauty and lifestyle influencer with 31.7k followers, saw a momentary jump in her view count after posting a video featuring the popular bag charms. She typically receives between 1,000 and 3,000 views, but that video earned her 3.3 million views and 3,046 likes. Online creators are incentivized to show off their collection for likes and views, thereby opening themselves to new markets and attracting potentially lucrative brand deals. The number of influencers who make Labubu-related content increases every day.
The aggressive algorithm around the toy is no mistake. Pop Mart is a company that caters to toy connoisseurs and influencers. TikTok, known for its lightning-quick algorithm and influencer culture, is perfect for converting Labubu haters into Labubu fans. Increased watch times indicate a growing interest in the Labubu brand, which is likely to enhance TikTok’s profit margins. The algorithm promotes ads for the furry little creatures because the two companies work symbiotically. Influencers push the product, TikTok hosts the official Labubu Shop and livestreams, customers buy the product via the platform, and TikTok receives an average of 6% from each sale.
Pop Mart sales and revenue have soared due to social media marketing attracting unlikely consumers. The predominantly adult fanbase is surprisingly diverse, with men and women openly embracing the toy. ABC News stated that consumers aged 18 and older have consistently increased toy sales by $800 million annually, as documented by the market research company Circana. The adult consumers renewed interest in toys has benefited Pop Mart in the long run. The toys inspired by Nordic mythology saw their revenue double in 2024, reaching 13.04 billion yuan ($1.81 billion). Plush toys experienced a surge of over 1,200% in 2024, accounting for nearly 22% of the total revenue, as stated in the company's annual report.
Pop Mart has no intention of halting the production of Labubu’s as of June 2025. The brand is still going strong and bringing in revenue. Luis Barrientos, executive vice president of real estate for Pop Mart, said the company would like to continue expanding overseas, where 13% of revenue arises. Barrientos also estimates the United States will comfortably support 200 within five or ten years, although he was unsure.