Labubus: The Toothy Toy That Took Over the World

In the ever-evolving world of collectibles, few phenomena have captured global attention quite like Labubus. What began as a quirky character in a storybook has transformed into a billion-dollar brand, a pop culture icon, and a symbol of modern collector culture. Labubus was born from the imagination of Kasing Lung, a Hong Kong-Belgian artist inspired by Nordic folklore. Originally featured in his illustrated series The Monsters, Labubu—the mischievous elf with sharp teeth and a scruffy charm—was brought to life as a vinyl figure in 2015. But it wasn’t until Lung partnered with Chinese toy giant Pop Mart in 2019 that Labubu truly found its audience.

The Blind Box Revolution

Central to Labubu’s meteoric rise is the blind box model. Buyers purchase sealed boxes without knowing which figure they’ll receive, creating a thrill akin to pulling rare cards in a trading game (think Pokemon). This element of surprise fuels repeat purchases and fosters a vibrant trading community. Pop Mart has mastered this strategy, releasing themed series and ultra-rare “chase” figures that collectors scramble to find.

A Billion-Dollar Business

Labubus isn’t just a toy—it’s a business juggernaut. In 2025 alone, Pop Mart reported a 396% increase in net profit, with Labubus generating over $670 million and accounting for more than 30% of the company's revenue. The brand has even surpassed legacy names like Barbie and Hot Wheels in sales, signaling a shift in consumer preferences toward niche, collectible-driven products.

Celebrity Endorsements & Cultural Clout

Labubus owes part of its success to celebrity power. Figures like BLACKPINK’s Lisa, Kim Kardashian, and David Beckham have been spotted with Labubu dolls, turning them into fashion statements and social media sensations. This organic exposure has elevated Labubu from a collector’s item to a badge of cultural relevance. Online platforms like Reddit and Discord have become hubs for Labubu enthusiasts where fans share unboxing videos, trade duplicates, and strategize around upcoming releases. This digital community mirrors gaming clans, where collaboration and competition drive engagement. The secondary market is booming too—rare figures can fetch thousands of dollars, and even counterfeit "Lafufus" have emerged due to high demand.

Beyond Toys: Building An Empire

Pop Mart isn’t stopping at figurines. In the true entrepreneurial spirit, plans are underway for animated series, fashion collaborations, and virtual experiences. NFC authenticity tags are being introduced to combat counterfeits, ensuring collectors can verify their purchases. Labubu is evolving into a multimedia brand, poised to dominate not just shelves, but screens and wardrobes.

Labubus is more than a toy—it’s a case study in modern branding, community building, and the power of nostalgia. Whether you’re a seasoned collector or a curious newcomer, one thing’s clear: Labubu’s toothy grin isn’t going anywhere soon.