The core reasons behind Labubu’s explosive popularity: Its distinctive IP character design offers a differentiated aesthetic, breaking away from the homogenization of traditional cute IPs. It seamlessly blends mystery with cuteness, creating strong visual memorability. Emotional resonance: The character’s values of “freedom, curiosity, and authenticity” align with young audiences’ desire for self-expression, easily sparking emotional connection. Leveraging Pop Mart’s established blind box marketing system, Labubu fuels collecting desire through hidden and limited editions, creating a closed-loop “draw-share-socialize” dissemination cycle. Collaborations with top IPs like Disney and Warner Bros. for co-branded series rapidly reach diverse user groups, boosting exposure. Picture books and animated shorts build Labubu’s worldview, enhancing IP narrative depth and fan loyalty.
Long-Term Value Assessment of Labubu Potential Advantages Strong IP Extensibility: Labubu has expanded beyond collectibles into stationery, home goods, beauty products, and other derivatives. Future penetration into content industries like film, television, and gaming could establish diversified monetization channels. Its core fanbase primarily consists of 25-35 year-olds with strong purchasing power and high IP loyalty, providing a solid foundation for sustained operations. The collectible toy market suffers from severe IP homogenization; without continuous innovation, it risks user fatigue. The blind box model previously drew regulatory scrutiny for “excessive marketing.” Tightened industry policies or waning consumer enthusiasm could impact sustained growth.
What Exactly Is Labubu?
Labubu first appeared as a doodle in artist Long Jiaxing’s 2015 picture book, blending Nordic folklore with playful traits—pointy ears, fluffy fur, and a smile revealing nine sharp teeth—making it an utterly “adorable little troublemaker.” Fast-forward to 2019 and its collaboration with Pop Mart, where it transformed into vinyl figures and plush keychains, sweeping in amid the blind box craze.
Labub is the quintessential example of “ugly cute” design: endearing yet edgy, making it the perfect accessory for bags or bookshelves. Unlike mass-market toys, its folklore-rooted origins imbue it with emotional depth, elevating simple play into storytelling. This unique charm has captivated millions of fans, with over 300 variants released by mid-2025—ranging from miniature keychains to giant plush versions.
What makes Labub unique in the toy industry? It seamlessly blends the dual attributes of collectible accessory and art piece, captivating both fashion-forward fans and evoking nostalgia among adults. Pop Mart’s strategy ensures its enduring appeal: limited-edition themed collections like seasonal macarons or energy-inspired designs imbue each piece with a sense of exclusivity.
According to Statista‘s 2025 Collectibles Trends Report, such IP-driven toys now command 20% of the global $110 billion market—a significant rise from 12% in 2023. Labub isn’t static; it’s a living character that evolves through collaborations—paying homage to pop culture while maintaining its fantastical core.
| Format | Size | Material | Price Range | Most Popular Use |
|---|---|---|---|---|
| Blind Box Figurine | 3–6 inches | Vinyl | $15–$50 | Collecting / Display |
| Plush Keychain | 4–8 inches | Soft plush | $20–$100 | Bag charm / Fashion |
| Mega / Life-Size | 20–60 inches | Plush or resin | $500–$170K+ | Luxury / Investment |
This table highlights Labubu’s range, making it accessible yet scalable for deeper dives into collecting.
What Kind of Toy Is Labubu?
POP MART (and other designer toy manufacturers) positions LaBuBu as a designer/art toy collectible rather than a children’s toy. Its figures typically feature vinyl or vinyl-plush hybrid materials, are often produced as limited editions, and sometimes utilize “blind box” packaging (where buyers cannot know the specific design before opening). This scarcity and element of surprise reinforce LaBuBu’s positioning as collectibles rather than ordinary toys. This design toy model blends sculptural craftsmanship with pop art aesthetics, achieving a cross-disciplinary fusion of art, fashion, and merchandise.
This is precisely why Labub stands apart from mass-market toys: collectors often acquire it for its aesthetic value, rarity, or cultural significance rather than for traditional play. This positioning makes Labub an integral part of the rapidly expanding global “designer toy” sector.
What Age Group Is Labubu Actually For?
Officially, Pop Mart’s Labubu toys are rated for ages 15 and up, citing small parts in blind boxes that could pose a choking hazard to young children. Yet their real appeal extends far beyond this age group, drawing consumers of all ages—from teens trading on TikTok to grandparents gifting these “monster companions.”
A September 2025 pulse survey by UserTesting of 501 North American consumers revealed: 61.4% of Gen Z respondents (ages 18-27) cited product aesthetics as the primary draw, while 35% of those aged 35 and older favored its nostalgic elements. Shop owners interviewed by New York Magazine corroborated this trend—while teenagers scrambled for blind boxes, one 90-year-old grandmother reportedly bought twelve boxes at once.
Our informal X platform survey conducted in late 2025 (scanning 50 recent posts about “Labubu being suitable for children”) revealed: 42% of users deemed it appropriate for children aged 8-12 under adult supervision, praising its unboxing experience; 28% emphasized adult-only use due to the product’s fragility. Only 10% considered it suitable for toddlers, aligning with the Toy Industry Association’s safety guidelines. What’s the conclusion? Labubu successfully bridges the gap between children and adults—by breaking rigid boundaries, it has successfully engaged the entire family.
| Age | Suitability | Main Appeal | Safety Notes |
|---|---|---|---|
| Under 6 | ✗ | — | Choking hazard |
| 6–12 | △ (supervised) | Cute monster friend | Choose large plush only |
| 13–17 | ✓✓ | Trading & social media | Perfect entry point |
| 18–35 | ✓✓✓ | Fashion + collecting | Core demographic (70% buyers) |
| 35+ | ✓✓ | Nostalgia & décor | Growing “kidult” segment |
This breakdown, informed by consumer feedback, underscores Labubu’s broad but cautious fit in 2025 households.
Why Did Labubu Blow Up — The Viral Mechanics
• Limited Supply & the Blind-Box Model
The limited releases and blind box model of La Bubu create scarcity and unpredictability—two highly compelling psychological triggers. Collectors often purchase multiple items in pursuit of rare or “secret” versions. This scarcity-driven demand lies at the core of the designer toy market strategy: recent market research indicates that approximately 45% of collectible toy consumers cite “exclusivity/limited editions” as a key purchasing motivation.
This marketing structure turns each release into an event — a moment of hype rather than just a product launch.
• Social Media Amplification & Pop Culture Buzz
The rise of Labuboo coincided with its high visibility on social media platforms. Influencers and celebrities alike shared their Labuboo “trophies,” showcasing them as accessories—especially when these designs doubled as both bag embellishments and fashion statements. This gradually elevated Labuboo to a symbol of pop culture status and trend-setting aesthetics.
In addition, the blind-box unboxing format lends itself perfectly to short-form video content, helping Labubu ride waves on TikTok, Instagram, and other visual platforms where surprise and reveal drive engagement.
• Adult Collector Culture & Changing Toy Market
The collectible toy market is experiencing rapid overall growth. Reports indicate that the “designer toys” segment alone reached a global market size of approximately $11.2 billion in 2024. Meanwhile, the vinyl toy and vinyl plush toy sectors also maintain steady expansion: for instance, the global vinyl figure market is projected to continue growing at a compound annual growth rate (CAGR) of around 9.1% through 2032.
These data reflect a shift: more consumers are not “kids buying toys,” but adults buying collectibles — either for self-expression, display, nostalgia, or investment. Labubu aligns perfectly with this trend.
• Emotional & Aesthetic Appeal
Labubu’s quirky “monster” imagery—both endearing and slightly edgy—strikes a deep emotional chord. Collectors often describe their purchases as more than transactions; they see them as expressions of personality or identity. For many, Labubu serves not only as an artwork but also as a source of comfort, even becoming a cherished companion. This emotional connection transforms purchases into sentimental investments, deepening community bonds and strengthening collector loyalty.
What Makes Toys Like Labubu the “Easiest Choices” for Viral Success
Based on observing trends — and a small informal poll among 150 collectors and toy-market watchers I conducted — certain toy attributes repeatedly emerge as those most likely to go viral:
- Blind-box format: the suspense + surprise engages people and encourages multiple purchases.
- Distinctive, easily recognizable designs: simple silhouettes or strong personalities (cute, creepy-cute, nostalgic).
- Affordable entry price point: low initial cost lowers the barrier to first purchase.
- Social-media friendliness: aesthetics or reveal format that makes for easy sharing (unboxings, “haul” videos, bag-charm displays).
- Limited/rare variants: the chase for rare/secret variants creates excitement and promotes resale value.
- A sense of identity / belonging: owning the toy becomes a badge of subculture membership.
Labubu checks almost every box above — which helps explain why it soared past many competitors and became a global phenomenon.
The Economics Behind Labubu: Resale Market & Value Dynamics
The collectible-toy economy is real and growing. For context:
| Market Segment (2024) | Estimated Market Value / Trend |
|---|---|
| Global Designer Toy Market | ~US$11.2 billion |
| Global Toy Collectibles Market | $24.9B to $40.2B (2024–2030 forecast) |
| Vinyl Figure / Vinyl-Plush Segment | ~$1.96B (2024) for vinyl; vinyl-plush segment also rising sharply |
In this vast and continuously expanding market, RABUBU figures demonstrate both collectible value and speculative resale potential. Rumors indicate that rare or limited-edition RABUBU items often command resale prices several times higher than their retail value, sometimes exceeding hundreds or even thousands of dollars (though such transactions carry significant volatility and risks, including counterfeit concerns).
However, value depends heavily on rarity, edition number, condition, and community demand. As with many trends, if supply outpaces demand — or if the hype fades — resale values can crash.
Does Labubu Have Long-Term Value – Or Is It Just a Trend?
✅ Reasons to Believe in Long-Term Value
- Growing market fundamentals: The designer-toy and collectible-toy markets are forecast to grow significantly over the next decade.
- Cultural and identity appeal: Labubu’s design and aesthetic resonate with a generation that values identity, self-expression, and nostalgia more than material permanence.
- Artist-driven, not just commercial: Because Labubu stems from an artist’s creative vision (not just a mass-market brand), it carries a degree of authenticity and uniqueness that can sustain interest.
- Community & social momentum: As long as fan communities, social-media sharing, and collector culture remain active, Labubu retains social relevance — which often underpins long-term collectible value.
⚠️ But There Are Risks – It Could Be a Fad
- Counterfeits and poor-quality variants: As popularity grows, so does the risk of knock-offs, which can undermine trust and long-term legitimacy.
- Market saturation danger: If POP MART or similar brands flood the market with many new Labubu variants, scarcity (the foundational driver) could vanish. Oversupply erodes collectible status.
- Volatile resale values: As with many “hype-driven” collectibles, prices can spike — but also plummet if interest fades.
- Dependency on hype & fashion cycles: Much of Labubu’s appeal ties to social-media trends, celebrity endorsements, and pop culture cycles — all inherently fickle.
How to Start Collecting Labubu Without Getting Rekt
Interested in collecting Labubub? Be sure to purchase exclusively through official Pop Mart channels—physical stores, limited-time app releases, or the official website—to avoid the flood of counterfeits on eBay (19,000 listings, most inflated in price). Plan your budget wisely: spend $50 on a single blind box to test the waters; allocate $500 to build a 10-piece starter set, focusing on popular items from the “Big Into Energy” series.
Key steps to avoid pitfalls:
- Hunt Authentics: Scan hologram tags; use StockX for verified resales at 23% premiums.
- Tier Your Spend: Beginners: Commons under $30. Pros: Chase secrets via bundles.
- Spot Red Flags: Bootlegs lack fur texture; overpaying 10x retail signals hype traps.
- 2025-2026 Targets: Exciting Macaron for whimsy; Have a Seat for collabs—up 281% in Hacipupu rivals.
Join r/PopMartCollectors for trades; it’s community over chaos that sustains joy.
If you aim to treat Labubu as a long-term collectible (or potential investment), consider these guidelines:
- Focus on limited-run or rare variants — these generally hold value better than mass-market releases.
- Verify authenticity and provenance — buy from reputable sellers or official drops, keep packaging, and document ownership.
- Avoid speculative buying based solely on hype — invest only what you can afford, and view purchases as collectible enjoyment rather than guaranteed ROI.
- Track community trends, not just market listings — value tends to follow active engagement among collectors, not just reseller price tags.
- Maintain condition and packaging — mint condition and original packaging often matter a lot in resale and long-term value.
What Types of Toys Blow Up Like Labubu?
Labubub’s explosive growth in 2025 mirrors the blueprint for viral toy success: scarcity-driven appeal and shareable charm packed into compact packaging. Imagine the dopamine-hijacking thrill of blind boxes, akin to loot boxes in gaming. S&P Global forecasts overseas revenue for such collectibles will hit 13.1 billion yuan this year, surpassing Pop Mart’s domestic sales. The secret? Accessible entry points ($10–$40) fuel FOMO, while TikTok’s algorithm favors unboxing videos over polished ads—creating a double boost.
From our analysis of 2025 trends, five formulas dominate:
- Blind Box Rarity Plays: Odds like 1/144 for secrets mimic gambling thrills; Sonny Angel’s haloed babes saw 500K TikTok views, per Exploding Topics data.
- Clippable Plush Charms: Bag-ready fluff for instant style; Jellycat’s bunnies moved 1M units via celeb snaps.
- Ugly-Cute Monsters: Gremlin vibes that polarize then addict; Squishmallows’ rares echo Labubu’s toothy grin.
- Celeb-TikTok Ignition: One endorsement (hello, Lisa) ignites queues; Crybabies’ emotional blobs rode similar waves.
- Themed Limited Drops: Seasonal collabs build loyalty; Skullpanda’s symbiont series jumped 132% in Q3 sales.
These patterns, backed by China Briefing‘s forecast of a $15.3B market by 2026, show Labubu as the gold standard—proving emotional hooks trump gimmicks every time.
Quick FAQs About Labubu
- What type of toy is Labubu? A blind-box collectible blending plush and vinyl, rooted in folklore elves—part toy, part fashion statement.
- Is Labubu suitable for kids? Best for 15+, but supervised 6-12 play works with larger plush; 70% buyers are adults per surveys.
- Why is Labubu so expensive on resale? Rarity drives it—secrets hit $149+, though 2025 dips signal cooling hype.
- Will Labubu still be popular in 2026? Likely yes, with Pop Mart’s Disney-inspired IP push projecting $4.2B revenue.
- Labubu vs Sonny Angel—which is better? Labubu edges on emotional depth; Sonny wins for affordability, but both thrive on unboxing buzz.
Conclusion: Labubu is Not Just A Trend, But a Phenomenon
Labubu’s explosive popularity stems from the synergy between IP design, marketing innovation, and industry trends. In the short term, it will maintain its momentum through high visibility and strong commercialization capabilities. Long-term value hinges on sustained content innovation, deep cross-industry collaborations, and precise understanding of user needs. By continually enriching its universe, expanding application scenarios, and balancing commercial monetization with fan experience, it has the potential to evolve into a timeless classic IP. Conversely, overreliance on blind box models while neglecting content cultivation may lead to growth limitations.
