The Labubu Doll took the internet by storm and quickly became more than just a toy. Pop Mart, the company behind it, built a $1.6 billion brand around this small, quirky character. People around the world now collect Labubu Dolls with passion. Some even wait in long lines or pay thousands just to own a rare piece. This global craze didn’t happen by accident. Pop Mart used smart marketing, deep emotional appeal, and the power of limited editions to drive demand.
This blog explains how a cute plush toy turned into a worldwide trend. It also shares useful lessons that businesses can use. Let’s see how the Labubu Doll became a big name in both pop culture and modern marketing.
What Is the Labubu Doll? A Quick Backstory
The Labubu Doll started as a little character in artist Kasing Lung’s “The Monsters” series. He drew whimsical monsters based on Nordic fairy tales. He created Labubu in 2015, but few people knew it until Pop Mart teamed up with him in 2019. Pop Mart packaged Labubu as plush toys and vinyl figures in blind boxes. Fans loved the surprise element.
Designers expanded Labubu into over 300 versions by 2025, including plush, vinyl, bag charms, and mega editions. People saw celebrity stars like BLACKPINK’s Lisa, Rihanna, and Kim Kardashian using Labubu accessories, and viral posts sparked huge interest.
Collectors feel a strong emotional bond with the Labubu Doll. The odd but endearing look, the random surprise in blind boxes, and the scarcity appeal make each doll feel special. These traits helped build a cult-like fandom around the Labubu Doll.
The Rise of Labubu: From Cute Toy to Global Obsession
Labubu Doll became viral in China in 2024 after Lisa from Blackpink posted a photo with it. That post sparked wild demand across Asia and later in Western cities. Pop Mart released limited drops and blind boxes.
Fans rushed to local Pop Mart stores or bought online drops. People lined up outside stores in Berlin and New York. Some stores suspended sales due to crowd chaos. Collectors created trading groups, posted unboxing videos, and resold rare versions.
The resale Labubu Doll Price jumps into the thousands or even hundreds of thousands of dollars in extreme cases. A full-sized mint-green Labubu sold for around $170,000 in a Beijing auction in mid‑2025. This frenzy created a profitable ecosystem. Pop Mart earned billions while fans debated which edition to collect next.
The Marketing Magic Behind Labubu Doll’s $1.6 Billion Success
Pop Mart built a smart marketing engine around Labubu Doll. First, they used the blind box model. Buyers pay for a surprise toy and hope to get rare versions. This model encourages repeat purchases and collector excitement. Next, they made scarcity real by releasing limited-edition drops with secret figures. Fans feel FOMO and buy immediately.
Pop Mart combined physical and digital tactics. They opened retail stores, placed vending machines, and promoted social content on TikTok and Weibo with influencers. Over 1.7 million TikTok videos feature #Labubu. They tied emotional stories and nostalgia into each design. The Labubu Doll became more than a toy. It became a symbol of connection, joy, and cute rebelliousness.
This powerful marketing translated into big numbers. Pop Mart made about ¥6.3 billion (≈ $870 million) in just the first half of 2024 from “The Monsters” line, which includes Labubu Doll. The company’s total value grew fast. Its CEO, Wang Ning, had a net worth that rose by $1.6 billion in a single day as market trust soared in April 2025.
Lessons for Brands: What We Learn from Labubu Doll
Labubu Doll offers several lessons for smart branding:
- Embrace surprise and collectability. Blind box toys create excitement and repeat buyers.
- Use scarcity to boost value. Limited drops make products feel exclusive.
- Build emotional stories. Fans love the whimsical designs and the lore behind Labubu.
- Blend offline and online marketing. Pop Mart’s stores and live events, plus viral social content, made global buzz.
- Empower communities. Collector groups, unboxing content, and resellers fueled the Labubu Doll phenomenon.
Brands with modest budgets can follow this model. Focus on tight drops, emotional branding, and a strong community rather than large ad spend.
The Business Impact: Revenue, Fans, and Market Growth
Pop Mart transformed Labubu Doll from a niche art toy into a mass-market sensation. They reported huge revenue growth in 2024 and 2025. They expanded outside China with stores in New York, Los Angeles, Berlin, and Australia, often drawing huge queues and sellouts.
The Labubu Doll lines helped Pop Mart become a cultural and financial powerhouse. The brand gained status in the collectibles industry. Competitors tried to copy the model but struggled to match Pop Mart’s community, emotion, and scarcity-driven hype.
Resale Economy: When Labubu Doll Becomes an Investment
Collectors purchase Labubu Dolls in the hope of acquiring rare editions. Some fans trade and resell dolls for huge profits. Some rare editions sell for thousands or even tens of thousands of USD. Secondary marketplaces like StockX show average sale prices of $100 to $300, with volatility as designs rotate.
But scarcity creates challenges, too. Pop Mart must strike a balance between hype and controlled supply. Too much supply kills value, while too little frustrates fans.
Future Outlook: What’s Next for Labubu Doll and Pop Mart
Pop Mart plans more collaborations and global expansions. They experiment with digital collectibles, augmented reality, or even anime based on Labubu’s character. They aim to keep Labubu fresh and culturally relevant—maybe as a long-term IP like Hello Kitty.
They also watch regulations carefully. Chinese authorities flagged the addictive blind box model, especially for minors. Pop Mart must innovate and adapt to avoid falling victim to fad fatigue.
Conclusion: More Than Just a Toy, a Marketing Masterclass
The Labubu Doll story proves that simple design, smart marketing, and emotional branding can build a billion-dollar empire. Pop Mart turned a quirky monster into a cultural phenomenon. They used blind box surprise, scarcity, influencer buzz, and community power to build hype across continents. Labubu Doll shows how brands can create deep connections and drive revenue without huge budgets. This humble toy teaches growth strategies that any creator or marketer can use. It’s more than just a collectible—it’s a marketing case study worth studying.
