Labubu, the character from Pop Mart’s “The Monsters” series has transformed from a niche collectible to a worldwide phenomenon. The progression from modest art toy to widespread must-have accessory is attributable to smart marketing efforts, celebrity influencers, and the limited availability of the product.
Labubu’s sudden rise is due to high-profile celebrities being seen with the doll. Celebrities like Rihanna and Kim Kardashian have been spotted with Labubu figures typically hanging off the side of their designer bags. The exposure has placed Labubu from the niche collectible category to a mainstream fashion accessory to have.
Pop Mart’s strategic marketing on the Labubu has generated huge profits. In the first half of 2025, the series ‘The Monsters’ that contains Labubu, generated around 670 million dollars, ultimately generating 34.7% of Pop Mart’s total revenue.
Labubu has created a bandwagon effect, the style of the toy increases in desirability as more people follow along. Labubu began as a toy collectible in China. However, as celebrities and influencers have shown their Labubu figure, it has transformed from a toy collectible into a stylished accessory and more people start wanting the product to keep up with the latest fashion trends.
Pop Mart has effectively made Labubu more appealing by keeping the stock limited. By featuring limited releases of Labubu figures and many designs being retired, they are doing a tribute to exclusivity. This has established waitlists and sold out signs, driving Labubu from a figurine, to a luxury status accessory. Desirability is also heightened when Labubu products are sold on secondary markets, for much higher than retail price. Buying the product on the official website makes buyers feel like they are more exclusive than others.
The transition of Labubu from a niche collectible, to globally recognized design offers insight to the power of marketing, celebrity influence, and the insight into limited availability. Labubu demonstrates how one simple toy can become such a big phenomenon in today’s fast-paced world.