This article explores the surprising success of Labubu, a collectible toy from China marketed towards adults. The $85 plush toy, created by Hong Kong artist Kasing Lung and produced by Pop Mart, has seen explosive popularity across Asia and is gaining traction in the West.
Pop Mart, a Beijing-based toymaker, plays a crucial role in Labubu's distribution and success. Its "The Monsters" line, featuring Labubu, generated $87 million in sales during the first half of 2024. This surge in popularity has significantly boosted Pop Mart's stock price.
Lisa from the K-pop group Blackpink's Instagram post featuring Labubu is credited with greatly increasing the toy's popularity. The article highlights the importance of celebrity endorsements in driving consumer demand.
The article features several collectors who discuss their reasons for buying Labubu. These range from FOMO (fear of missing out) to the emotional comfort and sense of community the toys provide. The "blind box" element, where the exact toy design is unknown until purchase, adds to the excitement.
The article points to a larger trend of adult consumers purchasing toys for emotional comfort and self-care, with other examples like Squishmallows mentioned. This connects Labubu's success to a broader shift in consumer behavior.