From the pages of Nordic-inspired picture books to the hands of global celebrities, Labubu has emerged as the must-have collectible toy of 2025. Created by Hong Kong artist Kasing Lung, this quirky, toothy creature first appeared in 2015 as part of a trio of picture books featuring a tribe known as "The Monsters." With pointed ears, a mischievous grin revealing nine teeth, and a furry exterior, Labubu is a character that blends a touch of the eerie with undeniable charm.
Labubu’s journey from literary figure to pop culture phenomenon took a major leap in 2019 when Lung partnered with Beijing-based Pop Mart to produce collectible figurines. However, it wasn’t until 2023, when Pop Mart launched Labubu plush toys on key rings, that these elvish monsters truly exploded in popularity. Suddenly, Labubu was everywhere—from the Instagram feeds of Rihanna and Kim Kardashian to NBA star Dillon Brooks and K-pop sensation Lisa of BLACKPINK, whose posts to her 100 million followers helped ignite a social media frenzy.
Labubu’s presence on TikTok is staggering, with over 1.4 million posts tagged #Labubu, featuring unboxing videos, cosplay, and fashion inspired by the creature. The toy's appeal transcends traditional age boundaries, with a large adult fanbase driving a significant surge in the U.S. toy market. According to market research firm Circana, adult buyers aged 18 and over contributed to an $800 million increase in toy sales in 2024. The trend continued into 2025, with a 12% sales increase in the first quarter alone, amounting to $1.8 billion spent by adults—the highest among all age groups.
Emily Brough, Pop Mart’s head of IP licensing in the Americas, explained Labubu’s unique appeal: “The character has evolved into a collectible and style symbol, resonating with fans who connect with its quirky aesthetic and unique backstory.” The blind box format, where buyers don’t know which version of Labubu they will receive, adds a layer of excitement and exclusivity, fueling the hunt and fostering a vibrant collector community. Prices range from $20 to $300, with special editions fetching even higher amounts, making Labubu accessible to a broad spectrum of fans.
But the craze has not been without challenges. The high demand has led to shortages and long lines at stores worldwide. In the United Kingdom, tensions escalated to the point of a physical altercation at a shopping center, prompting Pop Mart to temporarily halt all in-store and blind box machine sales there. Peter Shipman, head of Pop Mart Europe, is actively working on new distribution methods to better meet demand and curb the influence of resellers, who inflate prices and complicate access for genuine fans.
In the United States, shoppers like Kena Flynn have encountered inflated prices at kiosks, with some willing to pay steep markups just to get their hands on a Labubu. Pop Mart is responding by expanding its retail footprint, aiming to open 50 new stores across the U.S. by the end of 2025. The company is also planning multiple new Labubu releases tied to seasonal events and holidays, ensuring the excitement and novelty continue throughout the year.
Labubu’s cultural impact extends beyond toys and collectibles. The doll, often described as a creepy child with a big head and sharp teeth, has been embraced as a fashion accessory, adorning handbags, backpacks, belts, and even car mirrors. Fans enjoy dressing their Labubus in various outfits, from casual denim overalls to whimsical shark costumes and elegant dresses, matching their own style or special occasions. This playful personalization deepens the connection between fans and their Labubus, making each doll a unique expression of personality.
Celebrity endorsements have amplified Labubu’s visibility. Singer and rapper Lizzo referenced Labubu in a remix of “Whim Whamiee,” rapping “Can't even outdress my Labubu” during Memorial Day weekend 2025. Her Labubu appeared in videos sporting stylish outfits, including a blue bucket hat and matching overalls. Other celebrities such as Olivia Atwood, Simone Biles, Rihanna, Dua Lipa, and BLACKPINK’s Lisa have all publicly showcased their Labubus, fueling the toy’s status as a cultural icon.
Despite its popularity, the market is flooded with knockoffs known as “Lafufus,” which lack the authentic features of genuine Labubus—most notably, the official dolls have nine teeth, a key detail for collectors. To avoid scams, fans are advised to purchase directly from Pop Mart’s official channels, including their website, Amazon store, and verified TikTok accounts.
Labubu’s origins lie in Kasing Lung’s three picture books inspired by Nordic mythology, where Labubu is portrayed as a kind-hearted but accident-prone monster. This backstory adds depth to the character, endearing it to fans who appreciate the blend of whimsy and mischief. The toy’s success also reflects broader trends in collectible culture, where rarity, storytelling, and community engagement drive demand.
Pop Mart’s 2024 financial results underscore Labubu’s impact. The company’s revenue more than doubled to 13.04 billion yuan ($1.81 billion), with plush toys accounting for a staggering 1,200% increase, representing nearly 22% of total revenue. This growth highlights the commercial power of well-crafted collectibles that capture the imagination of a diverse audience.
However, the global trade environment remains a concern. Pop Mart’s manufacturing spans Asia, making the company sensitive to international trade negotiations. Former President Donald Trump recently accused China of violating a trade agreement with the U.S., a development that Pop Mart is closely monitoring as it could affect production costs and supply chains.
For fans eager to get their hands on a Labubu, Pop Mart releases new products online every Thursday at 9 p.m. and in stores on Fridays at 10 a.m. The blind box format keeps the thrill alive, with each box offering six possible Labubu dolls plus a secret mystery figure. The company also offers other popular characters like CryBaby, known for their emotional expressions and versatile accessories.
Labubu’s rise from a niche illustrated character to a global phenomenon showcases the power of storytelling, social media, and collectible culture. Its blend of playfulness, fashion, and mystery has captured hearts worldwide, making it one of the defining toy trends of 2025. Whether perched on a handbag, featured in a music video, or unboxed in a viral TikTok, Labubu has proven that even a mischievous little monster can become a beloved cultural icon.
