Labubu: How a Plush Monster Became the Latest Global Toy Craze

A new toy sensation is sweeping the globe: Labubu, a quirky plush monster from Chinese brand Pop Mart, has become the must-have collectible of the year. Originally created in 2015 by artist Kasing Lung and inspired by Nordic mythology, Labubu first appeared in picture books before Pop Mart launched it as a collectible figure in 2019. The real breakthrough came in 2023, when Labubu plush keychains hit the market—quickly going viral thanks to celebrity fans like Rihanna, Kim Kardashian, NBA star Dillon Brooks, and K-pop icon Lisa (Blackpink), who showcased the toy on Instagram and TikTok.

Pop Mart’s focus on influencer marketing and limited-edition releases paid off: the company reported a staggering 350% profit increase in the first half of 2025, with plush toy sales up over 1,200%. Labubu now accounts for nearly 22% of Pop Mart’s total revenue, which doubled to 13.04 billion yuan (about $1.81 billion).

Labubu follows in the footsteps of legendary toy crazes like Cabbage Patch Kids, Beanie Babies, Tamagotchi, and Fidget Spinners. Each phenomenon shares key ingredients: scarcity, collectibility, celebrity endorsement, and viral social media buzz. For the toy industry, Labubu’s meteoric rise highlights the power of pop culture, influencer partnerships, and community-driven marketing. The challenge for brands? Anticipating and fueling the next big trend.

Source: AP News