Labubu, a "monster" looking doll from China featuring a squishy face with large eyes, nine sharp teeth, a furry body and rabbit-like ears has sparked a global trend.
People are lining up before sunrise in front of Pop Mart stores — where they are exclusively sold — or are sometimes getting in physical altercations in stores, as secondhand prices skyrocketed on resell markets like StockX, with one doll easily costing hundreds of dollars. They are in high demand and generated a whopping $1.8 billion last year alone.
"People will literally stand outside to line up from like one in the morning. That's how popular they are," said Nicole Alvear of Queens, New York who works at a Pop Mart as a store associate. "People will just run in and fight over one Labubu. People start fighting, pulling hair, kicking everything and that caused a big problem for every store," Alvear said, adding that all in-store sales for Labubu are currently paused because of the unpreventable chaos.
Across the globe in the United Kingdom, Pop Mart also suspended in-store Labubu sales due to brawls. "To ensure the safety and comfort of everyone, we will temporarily pause all in-store and roboshop sales of THE MONSTERS plush toys until further notice," the company wrote on Instagram.
Labubu, along with a series of other "monster" characters, was created by Hong Kong artist Kasing Lung in 2015 for his illustrated book. Each figure in the series comes with its own name and unique backstory. Although the characters have been around for nearly a decade, they didn't gain widespread popularity until Pop Mart partnered with Lung in 2019.
Labubu's global recognition skyrocketed in 2024 after being promoted by international celebrities such as Dua Lipa, David Beckham and Lisa of Blackpink. It comes in a variety of sizes, and may be dressed in different outfits and facial expressions, adding to its charm and collectability.
"I like them because they are really cute. You can actually design them, dress them up, take them anywhere like a little accessory," said Alvear, who has collected six Labubus.
Labubu has also become a fashion statement. Icons like Rihanna and Kim Kardashian were seen having their Labubu clipped to a bag as an accessory. TikTok influencers quickly picked up on the craze, helping push the trend worldwide.
"I think the Labubu craze is based off of all their cuteness … It kind of took off online and because of online influencers many teenagers, and many grown adults as well, decided they were going to buy one," said Mia, a 13-year-old from New York who was shopping at Pop Mart.
At a small Pop Mart store inside Westfield Mall at the World Trade Center, a steady stream of people flowed in and out, filling the compact space. Rows of small figurines were displayed in plastic showcase boxes, each representing different toy series. These collectibles typically range from $10 to $30. Each series may include a dozen or more unique characters, but there's a twist — you can't choose which one you get. Instead, you pick a sealed paper box at random and find out what's inside only after purchase.
"I really like their packaging that's like a mystery box, because it really stimulates me. I feel like it almost gives me endorphins," Mia said.
While Pop Mart didn't invent the concept of blind boxes, it played a major role in popularizing the trend across the world. The brand revolutionized how toys are marketed and sold by turning the element of surprise into part of the experience.
In addition to developing its own original characters, Pop Mart collaborates with globally recognized franchises like Minions, Lotso, Star Wars and Snoopy, as well as renowned artists from around the world. It's not just Labubu that's drawing attention. Popular collections like Hirono and Crybaby are also sold out, leaving shelves nearly empty.
Founded in 2010 by Wang Ning, a native of Henan province in China, Pop Mart now operates over 400 stores worldwide, including 22 in the United States, along with more than 2,000 vending machines that the company refers to as "roboshops." The toy chain became so popular, it made Wang the 10th richest person in China, with a net worth of $20 billion, according to Forbes.
Mckenzie Manning, 12, was one of the customers. Traveling from Augusta, Georgia with her parents, she was trying to see if she'd get lucky and find a Labubu doll in New York City. She said, "(I like) the shape of it, and I like the smile on it. I like how they have little teeth … I'm just going to hope for the best because they are mostly sold out everywhere."
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