Los Angeles, April 30 – A mischievous plush doll with pointed ears and a toothy grin is the latest fashion craze sweeping collectors and celebrities alike. Called Labubu, the Chinese-made toy has surged in popularity, selling out within seconds of release and fetching more than double its retail price on resale platforms.
Labubu is produced by Chinese toymaker Pop Mart and sold in “blind boxes” that conceal the exact figure inside. The latest collection, released Friday, was priced at $27.99 per box or $167.94 for a set of six. But demand quickly outpaced supply, with listings on resale sites such as eBay soaring above $300.
Created in 2015 by Hong Kong–born artist Kasing Lung, Labubu is part of “The Monsters” collection inspired by Nordic mythology. Pop Mart describes the character as “kind-hearted” but prone to unintentional chaos. The toy’s blend of cuteness and creepiness has fueled its status as a collectible and fashion accessory.
“It’s like a plush you can make look like you,” said Thania Gonzalez, a Los Angeles-based fashion content creator who has collected nearly every version. “It heals people’s inner child.”
Collectors have been seen lining up outside Pop Mart stores overnight. At Chicago’s Michigan Avenue outlet, shoppers arrived as early as 1:30 a.m. Friday, while chaotic scenes unfolded at a Los Angeles location where a crowd surge prompted a police response and an event cancellation.
The craze has been amplified by celebrities such as Rihanna and Blackpink’s Lisa, both spotted with Labubu charms on designer handbags. Lisa, who called Labubu her “baby,” has shared her collection on social media, describing it as a “secret obsession.”
Pop Mart reported over $419 million in revenue from its “The Monsters” series in 2024, marking a 726.6% increase year-on-year, according to the company. “The passion and demand for Labubu has surpassed our expectations,” said Emily Brough, head of licensing at Pop Mart North America.
With its cult following, the doll has even sparked a market for miniature outfits and accessories. Some fans warn of counterfeit versions, nicknamed “Lafufus,” as the secondary market booms and thefts have reportedly occurred. Despite its niche appeal, Labubu has emerged as a cultural phenomenon blending nostalgia, exclusivity, and high fashion.
