In recent months, a new toy phenomenon known as Labubu has taken social media by storm, captivating collectors and casual buyers alike with its quirky design and plush charm.
These mischievous dolls, characterized by a fluffy body, a monstrous grin, and pointy ears, have become a global fad, quickly making their way into the hearts of fans around the world.
Celebrities like Rihanna, Dua Lipa, David Beckham, and Kim Kardashian have been spotted with these playful toys, which have also found a place on the backpacks and purses of students in cities like Boston.
Produced by the Chinese toy giant Pop Mart, the Labubus have generated considerable buzz, with fans clamoring for the latest designs and rare secret releases.
Prices have skyrocketed, with resellers pricing the dolls at up to $70, and limited-edition variants fetching prices north of $200.
Currently, the online Pop Mart store struggles to keep Labubus in stock, while a robust resale market thrives on TikTok Shop.
Each Labubu comes in an array of sizes and styles, totaling over 300 unique designs.
From key rings to 3-foot “Super Labubus,” there is a style for every collector.
These charming dolls were designed in 2015 by Hong Kong-based artist Kasing Lung, who drew inspiration from his book trilogy, “The Monsters,” which explores themes of Nordic mythology.
Lung partnered with Pop Mart in 2019 to bring Labubus to market, and their first series set new sales records for the company.
However, the Labubu craze truly accelerated in April of last year when BLACKPINK member LISA showcased her pink and yellow Labubu key chain on Instagram, igniting a fervor among her fans that shows no sign of waning.
Pop Mart has released various Labubu series under “The Monsters” brand, wherein fans can purchase box sets containing six or twelve dolls in “blind boxes.”
These “blind boxes” add a layer of excitement, as collectors hope to discover rare Labubus, such as the coveted “Big Into Energy” edition, which can sell for over $300 outside of the original packaging.
For those unwilling to spend big bucks, knock-off versions known as Lafufus are available on the market.
The Labubu trend has garnered attention from experts, including Mary ET Boyle, a senior continuing lecturer at the University of California, San Diego.
Boyle observes that the craze hits a cognitive “trifecta.”
First, social media and personal identity are deeply intertwined today, leading to a ‘herd mentality’ where if everyone on social media seems to have a Labubu, individuals feel the urge to join in.
Second, the fear of missing out (FOMO) drives people to seek out these collectibles, especially when they become scarce.
Finally, opening a “blind box” for the chance to find a rare Labubu mimics the thrill of gambling, which triggers a dopamine rush as collectors hope for a rewarding surprise.
The Labubu phenomenon is reminiscent of the Beanie Baby craze of the mid-1990s, where simple stuffed animals became highly sought after, with some selling for thousands of dollars.
Zac Bissonnette, author of “The Great Beanie Baby Bubble: Mass Delusion and the Dark Side of Cute,” refers to the Beanie Baby boom as an early warning sign of how the internet could influence consumer behavior, both positively and negatively.
In Boston, however, the Labubu market is challenging, and popular stores like Newbury Comics have seen their Pop Mart stock disappear for months.
TikTok influencer Nadia Muniz, 23, felt the FOMO and scoured Boston for Labubus after seeing them everywhere online.
On July 4, she finally found some at a tent sale near Boston Common and purchased two for $50 each.
Running a lifestyle account on TikTok, Muniz enjoyed the thrill of the “blind boxes” and the cuteness of her Labubu charms, gaining attention from passersby as she walked down Newbury Street.
Outside Newbury Comics in early July, Terri Morgan, 55, from Los Angeles, showcased her two Labubu key chains, expressing the joy and thrill of the hunt for these beloved dolls.
Morgan, who owns a total of 15 Labubus, described her obsession as a chase for something rare and hard to find, leading her to purchase custom Labubus, larger sizes, and even doll clothes.
As her collection grew, however, she felt it became overwhelming.
At Newbury Comics, Raine Montgomery, the Faneuil Hall store manager, noted that they started carrying Pop Mart products in bulk beginning in early 2025, although they stopped receiving shipments from Pop Mart by March.
Despite this, requests for Labubus continue to flood in, with as many as 10 to 15 inquiries a day.
Montgomery humorously shared that as soon as she hears ‘La-,’ she knows to prepare for the disappointment.
A spokesperson for Pop Mart Americas confirmed that the “Monsters Vinyl Face blind boxes” are currently only available through official sales channels.
In Allston, a unique local store named Sunday Market has managed to maintain a steady supply of Labubus, with owner Kun Chen sourcing them from Asian resellers.
Due to high demand and rising prices, Chen noted he may have to sell Labubus for around $70 each.
Since launching Labubu sales in April, Sunday Market has seen an 80 percent increase in sales, a testament to the dolls’ rising popularity.
“Labubus are so hard to find,” said Muniz, continuing, “That just makes you want it more.”
As the demand remains robust and the Labubu trend continues to thrive, it reflects the significant impact of social media on consumer culture, instigating a sense of urgency around these adorable collectibles.
image source from：bostonglobe
