Toy frenzy sweeps 2025 with Labubu dolls capturing the hearts of children and adult collectors alike

In the world of children's toys, a new contender has emerged to capture the hearts of collectors and fashion enthusiasts alike. Labubu, the adorable monster plush doll created by Hong Kong-born artist Kasing Lung in 2015, has taken the global stage, thanks to its collaboration with Chinese manufacturer Pop Mart starting around 2018.

Originally part of Lung's children's book series "The Monsters," inspired by Nordic myths, Labubu's popularity soared with its unique acquisition method. The thrill of the hunt, as they are only available through online purchases and in-store pickups, has driven their appeal.

This scarcity factor is further enhanced by the blind-box packaging, adding an element of surprise and mystery to each purchase. Collectors worldwide are on the hunt for elusive "secret" editions, with odds as low as 1 in 72.

The demand for Labubus has led to a booming resale market, with some rare pieces fetching impressive prices. In early August, a rare Labubu from the Monsters series sold for a record $10,500 on eBay.

TikTok unboxing videos of Labubus rack up millions of views, while influencer shoutouts and celebrity sightings, such as Lisa from BlackPink, Kim Kardashian, Rihanna, and Dua Lipa, contribute to the demand.

Despite the limited availability, Labubus have become status symbols for the "kidult" generation, combining high fashion with toy culture. One shopper was even spotted carrying two Labubus in her Chanel handbag.

The success of Labubu is reflected in its sales figures. In the first half of 2025, Labubu-related products generated $418 million in global sales for Pop Mart, with sales in the first six months of 2025 on track to more than triple.

Nearly 40% of revenue last year for Pop Mart came from outside mainland China, demonstrating the global appeal of this quirky monster doll. However, the rise of counterfeit Labubus, known as "Lafufus," has become a concern. These fake dolls are being sold in various places, including gas stations and black markets.

To ensure authenticity, collectors should look for specific details: nine teeth, a matte peach-toned face, ears that stand upright and close together, and a QR code linking to Pop Mart's official site.

While not every shopper leaves a Pop Mart store with a Labubu due to limited availability, the allure of this unique toy continues to captivate the hearts of collectors and fashion enthusiasts alike. For many, the thrill of the hunt and the excitement of unboxing a new Labubu is a journey worth embarking on.