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Labubu, the Pop Pop toy Mart of China, is a sensation on social networks, but the small monsters with teeth were not a success overnight. After appearing a decade ago, Labubu may have finally consolidated their place in the collectible toy market for the coming years.

The Labubu, created by the artist and illustrator Kasing Lung, appeared for the first time with pointed ears and sharp teeth, in three illustrated books inspired by Nordic mythology in 2015.

In 2019, Lung reached an agreement with Pop Mart, a company that serves toys and influencers, to sell Labubu figures. But it was until Pop Mart started selling Llaveros Labubu in 2023 that the teddy monsters with teeth seemed to be everywhere, even in the hands of Rihanna, Kim Kardashian and the NBA star Dillon Brooks. Blackpink’s K-Pop singer, started publishing images of her own for her more than 100 million followers on Instagram and Tiktok, where she has exploded madness by Labubu.

There are 1.4 million #Labubu publications on Tiktok and counting, fans videos unpacking them, showing styles inspired by them and, of course, Labubu costumes.

Fans have clung to the mixture of play and fashion of Labubu, turning them into accessories into bags, backpacks and belts, or hunging them from the mirrors of the cars.

“The character has become a collection and style symbol, resonating with fans who connect with his peculiar aesthetics and his unique story,” said Emily Brouch, head of intellectual property licenses of Pop Mart in the Americas.

Labubu has been a mart pop bonanza. Its more income that doubled in 2024 to 13,040 million yuan (1,810 million dollars), thanks in part to its elf monster. The income of Pop Pop toys Mart fired more than 1,200% in 2024, representing almost 22% of its total income, according to the annual report of the company.

In addition to its ability to capture the interest of toys and fashionistas fans, Labubu has clung to the phenomenon of surprise boxes, where the buyer does not know exactly which version of the tongue toy will obtain.

And Pop Mart made sure there is a labubu for all, regardless of income. Most cost between $ 20 and $ 300, although certain collaborations or limited editions reach higher prices, according to Brouch.

Unlike many toys, Labubu devotees include a large number of adults. Buyers of 18 years or more promoted an interannual increase of more than 800 million dollars in the United States toy market in 2024, according to the Circan Market Research firm. Adult buyers, mostly women, bought toys for themselves. In the first quarter of 2025, sales sales for over 18 years increased 12% compared to the period of the previous year. With 1.8 billion dollars, adults also represented the highest expense among all age groups in the quarter.

Like many retailers, Pop Mart is actively monitoring negotiations between the United States and almost all its commercial partners, since prices can be affected. The situation with China is in the foreground; Just Friday, President Donald Trump declared that the country “violated” an agreement with the United States on commercial conversations.

Currently, Pop Mart, whose products are manufactured throughout Asia, says that production is continuously climbing and expanding the distribution through its online store, retail stores and vending machines of surprise boxes to meet the growing demand.

Supply shortage has led long lines in stores and at least one physical fight in a shopping center in the United Kingdom. Pop Mart said in an Instagram publication at the end of last month that would temporarily suspend all sales in stores and surprise boxes in the United Kingdom. Peter Shipman, head of Europe, said in a Facebook post that the company is currently working on a new method to distribute store toys.

The resellers have become a problem and many fans of Labubu are still willing to pay exorbitant prices.

Kena Flynn was at The Grove shopping center in Los Angeles recently when she ran into some Labubus that were sold in a kiosk. Flynn said on a Tiktok on Sunday that prices were “really bad,” but her boyfriend bought two anyway.

“At a certain point, you can’t buy them,” Flynn said in his video. “I just want a labubu and I can’t buy a mart pop, so here we are.”

Looking to keep up with the overwhelming demand, Pop Mart says that he is on the way to open 50 more retail locations in the United States by the end of the year. That will give buyers more opportunities to have their labubus, while Pop Mart says he is planning multiple new stuffed throws linked to seasonal moments and festivities during the rest of the year.

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This story was translated from English by an AP editor with the help of a generative artificial intelligence tool.