Image Source: AP News
Labubu, the viral plush toy from China’s Pop Mart, has recently taken social media by storm, establishing a unique position in both the toy and fashion markets. While Labubu may seem like an overnight sensation, the journey has been over a decade in the making.
Created by artist and illustrator Kasing Lung, Labubu first debuted in 2015 with pointed ears and teeth in three picture books inspired by Nordic mythology. In 2019, Lung formed a partnership with Pop Mart, a company known for its collectible toys targeted at enthusiasts and influencers, to produce Labubu figurines. However, it wasn’t until early 2023 that Labubu plush toys began to capture widespread attention, turning into fashion accessories.
Labubu’s Rise to Fame: A Blend of Play and Fashion
The popularity of Labubu surged dramatically when Pop Mart released plush toy key rings, which started appearing everywhere. Celebrities like Rihanna, Kim Kardashian, and NBA star Dillon Brooks were frequently spotted with Labubu, amplifying its reach. Additionally, K-pop sensation Lisa from Blackpink showcased her Labubu on Instagram, garnering over 100 million followers’ attention, thus igniting an online frenzy.
As of now, there are over 1.4 million TikTok posts featuring the hashtag #Labubu. Fans eagerly unbox new arrivals and share their stylish Labubu-related outfits, contributing to a rising trend of Labubu-inspired cosplay. The plush toys have become more than mere toys; they are part of a lifestyle and fashion statement.
Connecting with Collectors and Fashion Enthusiasts
The character’s evolution from a storybook figure to a collectible symbol resonates deeply with fans, who appreciate Labubu’s quirky aesthetic and charming backstory. According to Emily Brough, Pop Mart’s head of IP licensing in the Americas, the company has effectively combined play and fashion, allowing the toys to serve as accessories on handbags, backpacks, belts, and even car mirrors.
Pop Mart reported that its revenue more than doubled in 2024 to approximately 13.04 billion yuan (around $1.81 billion), largely due to the success of Labubu. Revenue from Pop Mart’s plush toys skyrocketed over 1,200% in the same year. Notably, nearly 22% of the company’s total revenue came from plush toys, underscoring the item’s unique market position.
Affordable for All: Labubu’s Pricing Strategy
One key aspect of Labubu’s success is its pricing strategy. The plush toys are designed to appeal to a wide audience, with prices typically ranging from $20 to $300. Limited editions and collaborations may fetch higher prices. This inclusivity has been essential in making Labubu accessible to everyone, irrespective of their income levels.
Interestingly, Labubu’s fanbase includes many adults, with age 18 and over driving significant revenue increases in the U.S. toy market—over $800 million in 2024. Adults are purchasing these toys not only for children but also for personal enjoyment, aligning with a growing trend in the collectible toy market.
Challenges of Supply and Distribution
Amidst increasing demand, Pop Mart has faced challenges with supply shortages, leading to long lines and in-store confrontations in regions such as the U.K. To address these issues, the company announced the temporary suspension of in-store and blind box machine sales in the U.K. They are currently exploring new distribution methods to improve product availability.
Kena Flynn, a shopper in Los Angeles, expressed her frustration when she found Labubus at a kiosk selling at steep prices. “At a certain point, you can’t buy them… I just want a Labubu, and I cannot buy one from Pop Mart,” Flynn shared in a TikTok, reflecting the challenges many fans face amid the toy’s overwhelming popularity.
To better cater to this skyrocketing demand, Pop Mart plans to open 50 more retail locations in the U.S. by the end of the year. Additionally, the company has announced plans for multiple new Labubu releases, aimed at capitalizing on seasonal events for continued consumer engagement.
FAQ
What is Labubu?
Labubu is a plush toy created by Kasing Lung, which has become popular due to its unique design and social media presence.
Who created Labubu?
Labubu was created by artist and illustrator Kasing Lung in collaboration with Pop Mart.
How much do Labubu toys cost?
Labubu plush toys typically range in price from $20 to $300, depending on the specific model and any exclusive editions.
Why is Labubu popular?
Labubu’s popularity stems from its quirky design, strong social media presence, and appeal to both children and adults as a collectible toy.
Are there plans for new Labubu releases?
Yes, Pop Mart plans to launch several new Labubu products tied to seasonal events and holidays throughout the year.