Cat toy or fashion accessory? You decide.
Labubu, lafufu, la-nonoo?
No, it’s not the fifth Tellytubby member, or Victor Frankenstein’s pet - it’s actually a toy that’s probably worth more than the food you’ve currently got in your fridge, and one you’ll likely never actually see in real life.
And that’s because they’re the latest TikTok craze from China, selling out in two seconds flat and worth upwards of £30 (but most likely £50) for a single keyring.
Yep.
If nightmares had plushies, they’d look like Labubus.
And we’re loving them.
In 2024 alone, Labubus brought in nearly 3 billion yuan (£314 million) in revenue, which is a 726.6% increase from previous years - matching the likes of Jellycat (£333 million), a much older brand, in a matter of months.
In this post, we’ll explore:
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“Murphey and his Labubu.”
Jake Lehmann, Regional Lead (UAE)
Labubus are small, gremlin-like plushies with big, cheeky, toothy grins and mischievous eyes. They can either come as dolls or keyrings, and were inspired by Nordic mythology.
Sold by the Chinese retailer Pop Mart, they usually sell between $20 and $30 (£15-£23).
‘Labubu’ is actually the name of a character within the Labubu range, with several other characters available too, such as Zimomo or Mokoko.
However, Labubu is the most popular of the collection, with her (yes, Labubu is a girl) own little personality. According to Labubu lore, Labubu has a kind heart and a passion for helping others - but she often makes mistakes.
Same, girl, same.
The characters from the Labubu ‘Monsters’ aren’t just toys - they have emotions and aspirations and personalities, and have earned the love of millions across the globe.
There’s a lot more behind that toothy grin than just a plush toy, it seems.
Labubu was created by Dutch-born, Hong Kong-living Kasing Lung back in 2015 - but not as a toy. She, along with the rest of her cohort, first appears in a series of picture books inspired by Nordic mythology called “The Monsters Trilogy.”
In 2019, Pop Mart bought the licensing for these tiny creatures, transforming them into mischievous Gen Z collectables.
Keyring versions were released in 2023, which skyrocketed the bag charm trend into the TikTok stratosphere.
And now, from January 1st to May 2025, the hashtag #labubu has been used over 876,000 times on social media channels, appearing in over 1 million posts in a single week in the US, and has generated an insane $870 million in sales for Pop Mart.
Labubu = the ultimate career girlie.
You might be wondering how such ugly/cute/creepy little creatures could grab the attention of so many so quickly.
Well, it seems that the stars aligned for these alternative little creatures at just the right time.
With Gen Z searching for childhood comforts amongst their feeds (thanks to the 24/7 stressors of life), and nostalgia marketing having every brand looking back to the 90s for their next campaigns, people were already looking for some weird throwback mascot to spend their disposable income on.
Combining that with Labubu’s FOMO (Fear of Missing Out) and scarcity brand tactics, it’s no wonder Labubu dolls are the ‘it’ thing this year.
Through playing with toys, collecting old childhood favourites and escaping the pressures of adulthood, the ‘Kidult’ trend is all about adults finding their inner kid in answer to the anxiety and pressures of modern life.
It’s about escaping the everyday stressors with your very own fluffy emotional support accessory, and Labubus offer Gen Z that escapism back to childhood in a conveniently packaged gremlin.
Because ‘adulthood’ isn’t suits and golf days and grumpiness anymore - it’s Labubu keyrings hanging from your bag and reconnecting with your inner-child to soothe past traumas.
And we’re here for it.
James Welsh, Content Creator
Read more: How to make your brand go viral, according to Jellycat
Jellycats, Pokémon Go, The Barbie Movie, Lego - nostalgia marketing is everywhere now.
Childhood favourites are being reinvented as movies, games, and products, as they’re guaranteed as surefire streams of revenue from loyal fans.
This marketing technique is so successful because it’s one of the best ways a brand can build an emotional connection with its audience.
It builds upon the trust forged by familiarity and happy memories.
And Labubus are doing just that. With their mixture of cute and gremlin-like features reminiscent of fairytales told in childhood, they offer collectors a softness that’s rarely found in adulthood.
Read more: Reboots & revivals: Why are so many brands going back to the past?
FOMO (Fear of Missing Out) and scarcity marketing tactics are the extra dash of magic for a merchandise drop's success when it comes to appealing to a chronically online audience.
With our culture of scrolling for hours a day, where our attention is pulled here, there and everywhere in a matter of seconds, it’s hard for a product to stand out and keep our attention long enough to stop the doom scrolling.
But Labubus figured it out - by combining finite stock, seasonal and limited-edition dolls, as well as timed releases, their audience is engaged and entertained throughout the whole buying process, and not just by the product itself.
This excitement and ‘need’ to purchase is fuelled by the scarcity principle, which is when a brand intentionally only produces a limited stock of its product, so its perceived value is higher.
And with the limited-edition drops and seasonal releases creating a FOMO effect where collectors don’t want to miss out on purchasing a once-in-a-lifetime Labubu doll, too, the Labubu craze has exploded online.
Tell us the truth, these lil’ beans are growing on you, aren't they?
That might explain how they’ve come to be so popular, but why specifically have Labubus shot to success rather than any other ugly plushie out there?
Well, that’s just it: it’s all to do with ugliness. Or cuteness. Or creepiness.
We haven’t decided yet.
But by combining this with a blind box model of packaging, being creative with their distribution techniques, and the sheer luck of celebrity endorsements both here in the West and in Asia, Labubus have capitalised well on their TikTok success.
Have you ever seen anything like Labubus before? Let alone a plushie?
You can’t argue with the fact that whether you find them ugly or cute, Labubus have a unique appearance - just like you after a night out.
Their mix of cute and crazy is probably what your ex describes you as now, but their design is more to attract than to repel.
With devilish cute grins, big, wide eyes reminiscent of baby deer, each of their features contradicts the others, making you feel a visceral emotional reaction of either “aww” or “eww”. This makes them extra memorable.
You almost feel sorry for them for being so ugly.
We were always told not to judge a book by its cover, but does that count for Labubus, too?
“My 17-year-old daughter has one dangling from a 2000s purse she thrifted. My daughter is a mix of Regina George and Cher Horowitz. I asked her why she has a Labubu. She said, "It lets people know that, despite my adorable appearance, I'm also a little gremlin."
Susan Lowmiller, HR Manager (US)
Hunting down that one toy, jumper, video game, or book that’ll complete your collection… there’s nothing like it, right?
Opening a pack of Pokémon cards, not knowing what mysteries lie inside, or cracking open a delicious Kinder Egg, wondering what toy you’ve got this time - it’s the thrill of the unknown that keeps us coming back for more.
And that’s exactly what Labubu are counting on.
One of the appeals of purchasing a Labubu is its ‘blind box model’ mode of purchase.
Basically, you don’t know what Labubu you’ve got until you open the box, with a possibility of usually six or seven different designs with each drop.
That’s what makes the stakes so high when ordering a Labubu doll - you don’t know whether you’ll end up with a design you’ve already got, or a rare, limited edition release that’ll complete your collection (or make you some sweet pocket money on the resale market).
And this makes for excellent social content online.
From unboxing reels to long-form videos, chatting through entire collections, the mystery box strategy of Labubus lends itself to repeatable UGC (User-Generated Content) that’s super addictive to audiences.
It’s like a surprise birthday party on steroids, packaged neatly into a teeny tiny box.
Another element of Labubus distribution that cannot be overlooked when discussing their success is the different distribution channels that the PopMart took to share the product with its customers.
From online auctions and surprise pop-up stores, buying a Labubu isn’t just a ‘here’s-my-money’ exchange. It’s an all-encompassing experience to inspire and delight fans beyond the product itself.
Labubus can be both, or either, which is what has helped them get their little elf claws into both the toy and fashion industries.
Labubus weren't originally designed to be bag charms and keyrings, but as soon as a clip was added to their tiny, fluffy heads, the new must-have fashion accessory was born.
And a new craze of cute bag charms became a 2025 summer fashion staple, with Jellycat also bringing out their own range (more like copycat, am I right?).
With celebrities clipping these ugly faces to their bags, not only are their outfits complete, but another branch of the Labubu empire was created, and adults everywhere squealed with delight.
“Labubus are fun AND freaky!”
Hannah Matthews, Digital Marketing Coordinator (EMEA)
Celebrity endorsement is the crème de la crème of any brand.
For Labubu, this came in the form of celebrities like Rihanna and Dua Lipa, as well as Lisa from the K-pop group Blackpink.
Hanging off their bags, Labubu was suddenly transformed from a weird gremlin for kids to the ‘it’ fashion accessory you just had to have.
And why? Because the brand is now legitimised. That’s the mystical power of celebrity endorsement.
However, just like anything that has gained popularity quickly, there’s unfortunately a dark side to these adorable bundles of evil energy.
From Lafufus to crime, you need to keep your wits about you when it comes to the world of Labubus.
No, there’s not an underground Labubu fight ring (that I know of), but rather, when you go to buy your own La-buddy, you may need to bring your boxing gloves with you.
From queue jumping and riots to actual fights, the frenzy over a plushie (let that sink in) has even caused some stores to pull them from their shelves (in the UK, especially).
This violent mentality is a direct result of our obsession with over-consumption, which Labubu’s marketing strategy directly feeds into.
From hoarding of stock, buying in bulk to resell at a profit, or just to buy more than you necessarily would to find the perfect Labubu, it’s all fuelling those negative connotations with purchasing collectables.
Plus, some people don’t even like them, but are still buying them anyway because they’re currently popular and will resell well.
TikTok Creator
And just like anything with limited drops and a scarcity play, resellers try and cash in on the craze through bulk purchasing and rising prices to extortionate levels.
Ready? Some Labubus are being resold on sites like eBay for as high as $7,000.
Yikes.
But where there’s an audience appetite, there’s a reseller. And because brands can charge up to 40% more for collectable items compared to singular products, resellers can charge even more.
And, somewhere out there, someone will pay the price.
Fake Labubus, or Lafufus, are everywhere.
Back in April of this year, the Chinese authorities intercepted a batch of over 200,000 fake Labubus leaving the country, and the Border Force has seized hundreds of thousands from UK ports.
There are even guides now to tell whether your Labubu is fake.
And fakes aren’t just a nuisance; they’re dangerous, too. They often aren’t very well made and will have bits that fall off and pose a choking risk. This is especially dangerous around young children, who form a large proportion of Labubu’s audience base.
Kate Caffery, Deputy Director of Intelligence and Law Enforcement.
But, sadly, this is the cost of success when it comes to products that can be easily duped.
Even though there is a dark side to the Labubu world, there’s a lot your B2B brand can learn from them when it comes to building momentum and loyalty with your audience. They’re a great case study into how something, firstly perceived as unsellable, can become a huge hit thanks to marketing.
Scarcity (releasing less stock on purpose to increase the perceived value of the product) is one of the oldest, yet most successful, marketing strategies out there. It plays on exclusivity, FOMO, and being a part of the ‘lucky few’ who are lucky enough to get their hands on your product.
Scarcity not only creates sales but also builds a community. It’s a tight-knit relationship-building device that allows your customers to share buying tips, bargain-hunting tricks, as well as limited-edition product addicts searching for their next fix together.
For your brand: whether it's a product or a service that you sell, increase demand for it by making it more exclusive, or for a limited time only.
Just like betting, when you buy a Labubu, the outcome is unknown. You don’t know if you’re going to ‘win big’ with a special edition model, or have to cut your losses with a repeat design.
This mystery element in the purchasing journey is exactly what drives consumers to become repeat customers - because next time, they might just win.
This adrenaline-fuelled experience is heightened if it’s an impulse purchase or one with a timed release that sells out in seconds. The anticipation of purchase is everything for Gen Z - with 76% of UK Gen Zers and 71% of US Gen Zers preferring to make impulse purchases to relieve stress, rather than doing something like yoga or taking a walk.
It’s an easy dopamine hit that we’ve all fallen for.
For your brand: use gamification, limited stock runs, mystery purchases, or golden-ticket-esque mechanics to make the experience of purchasing your product just as exciting as the product itself.
Once upon a time, in a land of Labubus and branded merch, lived a marketer trying to turn Labubus into an inspirational B2B LinkedIn article…
We’ve always loved stories; it’s a part of what makes us human, and what connects us to each other.
And for brands, it’s a great technique to be memorable and connect with their audience.
For Labubus, each release has its own backstory, with the characters having their own little crazy personalities - this, in turn, makes them more endearing to buyers.
For your brand: try and include more of a narrative arc in your social posts, centred around your brand and its goals. This will build trust, loyalty and a deeper connection with your audience beyond your product or service.
Labubus are the champions of repeat engagement.
Their formula of purchase, mystery, wonder and anticipation, followed by a direct pay-off, can be repeated again and again across multiple platforms.
It resonates with different audience demographics as it's so iconically human. Yes, we all want to know what’s inside the box.
For your brand: by adding an element of gamification into your customer’s purchase journey, you’ll add that extra dash of whimsy and magic into your buyer’s experience. From exclusive digital gated content to physical collectables, you’ll boost your customer retention capabilities.
UGC (User-Generated Content) is the powerhouse behind Labubu’s cult following online.
From a-day-in-the-life videos featuring the fluffy gremlins, to travelling the world with one attached to their suitcase, content creators creating organic and authentic content that just so happens to include Labubus is one of the biggest keys to their success.
Because just like celebrity endorsement, it legitimises the brand.
For your brand: to benefit from your own UGC, build relationships with influencers and your audience, connect with them on an authentic level, and have a product/experience that others will want to share easily.
For any brand, whether it’s a B2B, B2C, or D2C one, relies on building an emotional connection with its audience as pivotal for its relationship strategy.
For us, Return on Emotion is what drives everything we do.
Return on Emotion is all about turning every activation into an unforgettable, brand-defining moment fueled by powerful, emotional connections.
With 95% of purchase decisions driven by emotion, merchandise harnesses this insight to build meaningful connections that inspire loyalty and engagement.
You can read more about Return on Emotion over at Brand Revolution.
For Labubus, it’s building on those feelings of safety, nostalgia and belonging.
For your brand: it's deciding on what emotions you want to evoke, and how to create those lasting ties with your audience to lead to a loyal and lasting following.
Above everything else, if there’s anything you take away from this blog post - it’s to know your audience.
Get to know their likes, their dislikes, what words they love (and what they hate), where they spend their rainy Saturday afternoons, and what they aspire to be.
Labubu did this. They worked out that their audience likes the:
For your brand: get to the roots of what your audience truly wants, and how your brand can fit into that, and you’re ready for some truly wonderful brand-building magic.
"Just because you don't understand someone's hobby, doesn't mean it's not valid in any way.”
James Welsh, Content Creator
Labubu’s have become an online phenomenon, surpassing even that of Jellycats and Stanley Cups.
They’ve got a loyal following that builds excitement around the brand like it's the air they breathe. They’ve got people crying over releases. They’ve even got people going to jail for them.
That’s love. That’s Labubu.
And you know what? The $22.7 billion toy brand has built its empire on a very simple and easily replicable tactic: mystery.
Consumers want an adventure. They want to be taken on a journey with even the simplest of purchases. They want to be surprised and wowed and become part of an exclusive club.
And your brand can do the exact same with promotional merchandise.
Create your own range of exclusive, branded products.
Have mystery drops with online stores.
Create a sense of urgency and drama around seasonal limited stock releases.
It’s about creating an emotional experience that your audience’s fingertips can touch, that they can become fully invested in, that makes them feel special.
And promotional merch does all this and more.
And for your brand, that long-lasting brand-building relationship potential, well, it’s little evil elf chuckles to its ears.
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