The world of collectible toys has a new protagonist: Labubuthe peculiar stuffed teddy and pointed ears that has fascinated celebrities such as Rihanna, Kim Kardashian And the K-Pop star Smoothfrom Blackpink. Although its success seems sudden, the creature was born more than a decade ago and today has become a global fashion, nostalgia and pop culture phenomenon.
Created by the illustrator Kasing Lung In 2015, Labubu appeared originally in a series of children’s books inspired by Nordic mythology. In 2019, Lung signed an alliance with the Chinese company Pop martspecialized in limited edition toys, which marked the beginning of its expansion as a collectible figure.
The real boom arrived in 2023, when Pop Mart launched a line of stuffed keychains. Since then, Labubu has become omnipresent on social networks, starring unboxing videos, “outfits” inspired by them and even costumes. In Tiktok They already accumulate more than 1.4 million publications With the hashtag #labubu.
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A mixture of tenderness, rarity and luxury
Labubu is not any toy: it combines design, storytelling and exclusivity. It has become fashion accessory in wallets, backpacks, belts and even cars. Some models range from 20 and 300 dollarsalthough limited editions can reach much higher figures in the resale.
“The character has become a collection and style symbol,” he explained Emily BrouchDirector of Pop Licenses Mart in America. This combination has been key so that the phenomenon not only conquered children, but also adults, mostly womenwho represent the highest expense in the toy market in the United States.
A millionaire business
In 2024, Pop Mart doubled his income, overcoming the 13,000 million yuan (US $ 1,810 million). Only the stuffed animals represented almost 22% of that figure, with a growth of 1,200%, mainly driven by Labubu.
The company has also capitalized on the model of “Surprise boxes”: The client does not know which version of the toy will buy until the package opens. This strategy has generated endless ranks, supply problems and even fights to get a unit.
Accelerated expansion and logistics challenges
Pop ham plans to open 50 new physical stores in the United States before the end of the year and expand its distribution through its e-commerce and vending machines. However, the growing demand has caused tensions: in the United Kingdom they temporarily suspended sales after incidents due to shortage.
Meanwhile, the parallel market takes advantage. Receptions offer Labubu at high prices, and many fans – like the influencer Kena Flynnwho documented his frustration on Tiktok – do not hesitate to pay anything for one.
Labubu is much more than a stuffed. It is a mixture of art, fashion, nostalgia and desire: a creature with sharp teeth that, ironically, has bitten the heart of a generation.
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