A peculiar toy from China is taking over the accessories scene—and it’s not a luxury handbag or a designer shoe. It’s a mischievous little creature named Labubu, a goblin-like plush with wild eyes, jagged teeth, and a toothy grin. Despite its haunting appearance, Labubu is capturing the hearts (and wallets) of collectors around the world.
Labubu: The Unlikely Luxury Companion
What makes Labubu unique is its quirky combination of creepy and cute. Standing just a few inches tall, these plushies are often dressed in themed outfits—like pumpkin costumes for Halloween or denim overalls—and frequently clipped onto designer bags and keychains. Many fans treat them like fashion statements. One medical student in Nebraska proudly displays a Labubu in a tweed outfit, complete with a mini faux-Chanel purse, on her handbag.
While the plush’s look may be an acquired taste, its appeal spans generations. The toy’s growing popularity is fueled by its origin in “The Monsters,” a series of Chinese storybooks that debuted in 2015. Since then, the character has become a staple in mystery “blind boxes,” where buyers don’t know which version they’ll receive—creating a thrill akin to collecting rare trading cards.
Pop Mart’s Explosive Global Success
Behind Labubu’s meteoric rise is China’s Pop Mart, the toy company responsible for its creation and global distribution. In 2024, Labubu generated roughly $410 million in revenue, accounting for a substantial portion of Pop Mart’s $1.8 billion total. The company’s growth beyond China is even more impressive—sales outside the country surged over 375%, with estimates suggesting U.S. revenue alone soared by nearly 900%.
Brick-and-mortar Pop Mart stores in cities like Los Angeles, Paris, and Bangkok frequently attract massive lines when new figurines are released. Collectors seek not only Labubu, but also other quirky Pop Mart characters like Baby Molly, Dimoo, Pucky, and Crybaby. Some rare versions can fetch upwards of $85, with resale prices climbing into the hundreds.
Affordable Joy in Uncertain Times
In a world filled with economic uncertainty, toys like Labubu offer a form of comfort. With most blind boxes priced between $20 to $40, they provide a small luxury that’s still within reach. Even during global trade tensions and rising tariffs, the demand for these collectibles hasn’t waned. Pop Mart has absorbed tariff-related costs to shield customers from price hikes, though newer collections have crept up in price slightly.
The appeal goes beyond nostalgia or fashion. Fans describe the excitement of opening a blind box as a “mini rush,” comparable to gambling. This addictive loop has led countries like China to restrict blind box sales to younger children to prevent overconsumption.
A Cultural Craze That Keeps Growing
Labubu is part of a larger trend—Asia’s long-standing influence on global toy culture, from Hello Kitty to Pokémon. Even celebrities have joined the wave. K-pop idols and pop stars have been spotted with Labubus in hand, helping cement their status as pop culture icons.
And while some still find their eerie stare unsettling, others see them as lovable oddballs. After all, even the creepiest grin becomes endearing once you’ve spent enough time with it.
