This photo, shared by Pop Mart, features Labubu, a soft toy created by the Chinese company. (Pop Mart via AP)
Labubu, the toothy plush toy with big ears and a quirky smile, has taken over social media feeds. But the viral toy didn’t become famous overnight. It first appeared back in 2015 in three picture books by artist Kasing Lung, inspired by Nordic myths. In 2019, Labubu partnered with Pop Mart, a company known for trendy collectibles. However, its real breakthrough came in 2023, when small plush keychain versions hit the market.
Famous Faces Join the Labubu Trend
Once the plush toys launched, big names started showing interest. Celebrities like Rihanna, Kim Kardashian, and NBA star Dillon Brooks were spotted with them. Lisa from the K-pop group Blackpink shared photos of her Labubu with her millions of fans. The toy quickly became a must-have. On TikTok, fans posted over 1.4 million videos showing off their Labubus, outfits inspired by them, or even dressing up like them.
A Toy That Doubles as Fashion
Labubu isn’t just a toy. Fans treat it like a fashion piece. People attach it to handbags, backpacks, or car mirrors. Emily Brough from Pop Mart said that Labubu’s playful and stylish look appeals to people. Its unique design and story have helped it become both a collectible and a trendy item.
Sales Skyrocket with Growing Demand
In 2024, Labubu helped boost Pop Mart’s income to 13.04 billion yuan (about $1.81 billion USD). The company said plush toy sales rose by more than 1,200%, making up nearly one-fourth of its earnings. The success is also tied to the “blind box” trend. When customers buy a toy, they don’t know which version they’ll get. This surprise element adds to the excitement.
Labubu Has Fans of All Ages
Unlike many toys, Labubu has won the hearts of adults, especially women. In 2024, U.S. adults spent over $800 million more on toys than the previous year. In early 2025, adult toy purchases rose 12%. Adults now spend more on toys than any other age group.
Growing Pains with Supply and Demand
As Labubu’s popularity grows, Pop Mart is working hard to keep up. It’s adding more shops, selling online, and using vending machines to reach more people. But it’s still hard to find Labubu in stores. Some shops saw long lines, and one mall in the U.K. even had a physical fight over the toys. Pop Mart had to pause in-store sales in the U.K. while they look for better ways to sell the toy fairly.
Resale Prices and Scalpers Frustrate Fans
Because of low stock, resellers charge high prices. Some fans, like Kena Flynn, are frustrated. She found Labubus at a Los Angeles kiosk being sold at inflated prices. Despite that, her boyfriend still bought two. Flynn shared in a video, “I just want a Labubu and I cannot buy one from Pop Mart, so here we are.”
More Labubu Stores and Releases Ahead
Pop Mart plans to open 50 more U.S. stores before the year ends. It also teased new Labubu versions for upcoming holidays. Fans hope this will make the toys easier to find.
