In a remarkable turn of events, the palm-sized plush toy known as Labubu has become so popular that its distributor, Pop Mart, has had to suspend all in-store sales across the United Kingdom. This decision follows chaotic scenes of queueing, crowd surges, and even reported fights, highlighting the toy’s cult following and skyrocketing demand. The suspension is a precautionary measure to ensure the safety and comfort of customers, but it also underscores the toy’s meteoric rise in popularity and its impact on both the toy market and social media.
The Rise of Labubu
Labubu, a plush toy with sharp teeth and an elfish face, was created by Hong Kong-born illustrator Kasing Lung and first debuted in 2015. Since then, it has quietly built a loyal following, gaining popularity through word-of-mouth and social media. However, in recent months, Labubu’s popularity has soared to unprecedented heights, capturing the attention of celebrities and fashion enthusiasts alike.
Stars such as Rihanna, Dua Lipa, and Lisa from Blackpink have been seen sporting Labubu toys as charms, and the toy has made appearances at high-profile events like Paris Fashion Week. This celebrity endorsement has only fueled the toy’s popularity, making it a must-have item for fans and collectors.
Pop Mart’s Meteoric Growth
Pop Mart, the Chinese-based toy company responsible for distributing Labubu, has experienced explosive growth both in China and overseas. In 2024, Pop Mart’s revenue outside China increased by a staggering 375.2% to 5.07 billion yuan ($700 million). Labubu alone contributed 3 billion yuan ($420 million) to the company’s total revenue of 13.04 billion yuan ($1.8 billion) last year.
The toy’s popularity is evident on social media platforms like TikTok, where content featuring Labubu ranges from enthusiastic unboxings to videos capturing chaotic scenes outside stores. The hashtag “Labubu” now boasts over 1.4 million posts, and on resale platforms such as StockX, the plushies are fetching hundreds of dollars, compared to their standard retail price of up to $85.
The Chaos and Controversy
The frenzy surrounding Labubu has reached such a pitch that it has tipped into absurdity. Videos on TikTok show chaotic scenes at Pop Mart locations, with people in balaclavas rushing to the front of queues and fights breaking out among customers. One such video by Victoria Calvert, viewed more than 100,000 times, captures the escalating chaos at a London Pop Mart store. Calvert warns others to stay away, noting that the situation became dangerous when people started shouting and fighting.
The Strategic Suspension of In-Store Sales
While the suspension of in-store sales may seem like a drastic measure, retail experts suggest that it serves a strategic purpose. Sarah Johnson, founder and director of UK-based retail consultancy Flourish Retail, believes that Pop Mart’s decision to pull Labubu from UK stores is a precautionary move to de-escalate the in-store frenzy and protect both the brand and its customers.
“Pop Mart pulling Labubu from UK stores seems like a precautionary move to de-escalate the in-store frenzy and protect both their brand and customers,” Johnson said. “At the same time, this kind of decision keeps the product in the spotlight and adds to the sense of scarcity, which only drives further interest and attention online.”
In today’s market, TikTok has become the new high street window, with a global reach and 24/7 accessibility. A single video showing a long queue, an unboxing, or someone finding a rare item can go viral in minutes, fueling the demand for Labubu.
The Impact on Pop Culture
The Labubu phenomenon extends beyond the toy market, influencing pop culture and social media trends. The toy’s unique design, combining elements of both cuteness and grotesqueness, has resonated with a wide audience. Its popularity has also highlighted the role of social media in driving consumer demand and creating viral sensations.
The toy’s influence was further underscored when Mal Nicol, a contestant from the ITV reality show “Love Island,” revealed that she had ended up in a fight with another woman over Labubu. Nicol, who had queued up at a London Pop Mart store to buy the toy for her 11-year-old cousin’s birthday, was enraged when a customer nearby bought five of the toys. “This b*tch, she bought five, she bought five. It’s actually ridiculous,” Nicol said on TikTok. “Did I really just get in a fight with someone at Pop Mart? Yes, I did. Yes, I did.”
The Future of Labubu and Pop Mart
The suspension of in-store sales of Labubu in the UK is a testament to the toy’s overwhelming popularity and the challenges that come with managing such demand. While the decision aims to ensure customer safety and protect the brand’s image, it also leverages the power of scarcity and social media to maintain consumer interest.
As Pop Mart continues to navigate the complexities of managing a viral sensation, the Labubu phenomenon offers valuable insights into the role of social media in driving consumer trends and the importance of strategic marketing in today’s digital age. Whether the toy’s popularity will continue to soar or eventually wane remains to be seen, but for now, Labubu remains a cult favorite that has captured the hearts and wallets of fans worldwide.
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