A line of toothy toys known as Labubu are gaining wide popularity, moving from collectable shelves to high-fashion accessories and driving a robust resale market. Created by artist Kasing Lung, the small, rabbit-like dolls with prominent teeth have become a sensation across social media platforms and among celebrities.
The toys were first introduced in 2015, drawing inspiration from fairies and elves found in Nordic folklore traditions. Lung, who grew up in the Netherlands and later worked in Belgium and China, developed the characters before entering an exclusive licensing agreement in 2019 with Hong Kong toy company Pop Mart.
Pop Mart primarily sells Labubus and other art toys via "blind boxes," where buyers do not know which specific style they will receive until opening the packaging. This sales method adds an element of chance and collectability to the purchasing experience.
Originally designed for display, the quirky plush toys have become popular attachments for luxury handbags. View this post on Instagramin: https://www.instagram.com/p/DI6gtiLSc5G/?utm_source=ig_embed&utm_campaign=loading
The toys appeal to many adults, tapping into childhood nostalgia and a sense of playfulness. They are described as having a mischievous yet well-intentioned appearance.
Their visibility has been boosted by prominent fans, including singer Rihanna, K-pop artist Lisa from Blackpink, and pop star Dua Lipa. Labubu's rise mirrors a broader trend of toys going viral in fashion and online spaces.
The demand for Labubus has led to rapid sellouts of new releases. Limited edition drops are quickly purchased, and long queues form at retailers stocking the toys.
On resale platform StockX, Labubu releases have seen strong performance. One recent series became the platform's top collectable release, commanding an average resale price significantly above its original retail cost. Labubus, Jellycats and Crybaby: Why are toys going viral in 2025?
The name Labubu itself carries no specific meaning. Despite this, the toys have captured public interest worldwide.
Blackpink's Lisa expressed her affection for the toy.
"Labubu is my baby," she stated earlier this year.