The hottest toy of 2025 is not just for children
Labubus, the quirky monster plush dolls made by Pop Mart, have exploded in a global phenomenon, double as collecting objects and fashion accessories for adults.
These naughty dolls – partly creature, partly couture – are now status symbols for the “Kidult” generation.
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In the first half of 2025, Labubu-related products generated a stunning $ 418 million in global turnover for Pop Mart, with almost 40% of sales from outside the mainland of China last year. The company says that the turnover in the first six months of this year is on schedule on more than triple, fed by what has become a complete international craze.
Labubu Elves, collectible plush toys designed by Hong Kong -illustrator Kasing Lung, as part of his series ‘The Monsters’. (Martin Lelievre / AFP via Getty Images / Getty images)
An important driver
The sensation of the hunt. Labubus is only available through online purchases and pickups in the store, if you can find one in stock. Adding to the scarcity factor is the blind box packaging-you never know which character you get. Some collectors chase elusive “secret” editions, with opportunities as low as 1 in 72.
“People devote entire channels to hunting in Labubus, unpack them and go back to the store if they didn’t get the one they wanted,” said Connell. “Because Unboxing -challenges are viral on Tiktok and Instagram, the craze continues to grow.”
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Tiktok Unboxing Videos Story of millions of views, while influencer screams and observations of celebrities, from musical stars such as Lisa from Blackpink to reality TV personalities such as Kim Kardashian, Rihanna and Dua Lipa send the question rising.
The yacht is only part of the challenge to score a labubu.
An adult collector showed a brown labubu in an adidas shirt with pride with her backpack, from the original collection.
Another shopper dangled two labubus from her Chanel -handbag and mixed high fashion with toy culture.
“I like to share with my supporters,” said Morgan, a resident of New York City and Merkloyalist on social media. “They love the unboxings and the sensation of seeing something rare. There is a huge community for Labubus and for blind boxes in general.”
Not everyone leaves happily. A father comforted his disappointed 9-year-old daughter after he learned that Labubus was not available in the store. She wanted one to hang on her backpack before the school started. A traveler from the UK said she was ready to pay top dollar to find a labubu for her daughter’s birthday on time.
Labubus is only available through online purchases and pickups in the store, if you can find one in stock. (Kara Gildea/Las Vegas Review-Journal/Tribune News Service via Getty Images/Getty Images)
That question is stimulating a flourishing resale market.
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At the beginning of August, a rare Labubu got from the monsters series, which wore a Vans Sweatshirt, Sneakers and a “The Monsters” hat, a record $ 10,500 on eBay. It also feeds a flood of counterfeits – known as “Lafufus” – sold everywhere, from gas stations to black markets.
Collectors say that the key to spotting a real labubu is in the details: nine teeth, a matte peach-toned face, ears that are upright and close together, and especially a QR code that links to the official Pop Mart site.
“At the end of the day this is a toy that is also a collective object,” said Connell. “People have fun to box and add them to their collections.”
