The Labubu Craze: A Deep Dive into the Viral Plush Toy Phenomenon
There’s no escaping the Labubu craze. These adorable plush toys are sweeping through social media feeds and flying off store shelves worldwide. With a primarily female fanbase ranging from five to 35, Labubus have captured the hearts of many. The demand is so high that on platforms like StockX, these $28 toys are reselling for steep prices, with rare editions fetching up to $2,500.
What are Labubus?
Labubus are collectible plush toys that also serve as keychains or bag charms. Created as part of a series titled The Monsters by Hong Kong artist Kasing Lung, they draw inspiration from Nordic mythology. Labubus represent one of several tribes within this series, which also features characters like Zimomo and Tycoco.
Characterized by their cheeky grins, sharp teeth, furry bodies, and pointed ears, Labubus come in a wide array of colors—some rarer than others. Notably, all Labubus are female. Emily Brough, head of licensing at Pop Mart North America, explains their allure: “They’re kindhearted, but sometimes, as they go about spreading joy, they get into well-intentioned trouble. It’s never malicious.”
Why are They So Popular?
Initially released in 2015 as a children’s book series, Labubus garnered attention after Chinese toy company Pop Mart began selling them as plush toys in 2019. The craze truly exploded with the introduction of popular keyrings in 2023. Their viral appeal skyrocket when Lisa from the K-pop group Blackpink was photographed with a Labubu charm on her bag. Since then, numerous celebrities, including Rihanna, Dua Lipa, and Emma Roberts, have been spotted showcasing Labubus, further cementing their status in pop culture.
The most recent Labubu collection launched on April 25 and sold out in mere minutes, a testament to their overwhelming popularity. An entire sub-market has blossomed online, featuring everything from tiny outfits and accessories to car seats and mini handbags tailored specifically for Labubus.
What is the Appeal?
One of the unique attributes of Labubus is that they are sold in blind boxes. This means buyers remain unaware of which color or type they will receive until they open the packaging. This surprise element, combined with Gen Z’s fascination with unboxing experiences, amplifies the Labubu appeal. Many fans purchase multiple boxes, hoping to collect characters or hues they don’t already own.
Where to Buy Labubus in the Middle East
While Pop Mart currently lacks physical stores in the Middle East, Labubus are readily available through a variety of local retailers. At The Little Things, which has locations in the Mall of the Emirates and Bluewaters Island in Dubai, Labubus retail for Dh79 each. When contacted, a shop assistant noted that new stock would arrive soon—but one must act quickly, as these toys often sell out in just 15 minutes. A queue usually forms outside the store before opening at 10 AM.
Mad Kicks, with outlets in Bluewaters and Box Park in Dubai as well as Yas Mall in Abu Dhabi, offers collectible Labubus starting at Dh300. Additionally, the delivery app Deliveroo collaborates with the consignment store Youbetterfly for daily drops at 4 PM. Fans can order single boxes beginning at Dh280 or six-pack options, which include delivery charges.
For those seeking rare items, the online store Osloop sells an exclusive limited-edition Labubu-Vans collaboration for Dh13,658. This further illustrates the extensive market that has developed around these beloved toys.
Top Seller for Pop Mart
Pop Mart’s financial success has been staggering, reporting $1.8 billion in revenue last year—a 100% increase from the previous year. Labubus played a significant role in this success, contributing around $400 million. Recently, a savvy investor made headlines by profiting $97 million from selling Pop Mart stock, illustrating the lucrative market surrounding these plush companions.
Labubus, with their vibrant personalities and appealing aesthetics, are not just toys; they have become cultural icons. As they continue to enchant fans worldwide, their popularity shows no signs of waning. As the craze grows, will Labubus evolve from mere collectibles to an enduring part of pop culture? Only time will tell.
