Pop Mart's Labubu Dolls Conquer the Luxury Market, Reaching New Heights of Popularity

Born from Nordic folklore and the imagination of artist Kasing Lung, Labubu first appeared in 2015 as a character in “The Monsters” storybook.

Born from Nordic folklore and the imagination of artist Kasing Lung, Labubu first appeared in 2015 as a character in “The Monsters” storybook. The mischievous elf with pointy ears and a toothy grin made its leap to collectible toy four years later, thanks to China’s Pop Mart, and is now conquering its space in the luxury market.

With more than 1.4 million videos made about them on TikTok, the Labubu dolls reached a new peak in popularity in 2025, as search interest for the plush dolls surged exponentially on Google, and celebrities have begun to adopt the Labubu as an accessory. Rihanna, Dua Lipa, Post Malone and Blackpink’s Lisa are among the names who have recently shown their love for the toys publicly.

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“Labubu has become more than just a collectible; it’s a bold statement of individual style,” Emily Brough, Pop Mart’s head of IP licensing, the Americas, said via email.

The global collectibles company has launched more than 300 styles of Labubu since 2019, including an extensive list of collaborations and the Labubucharms, which are now being clipped onto luxury bags and styled into custom couture, as seen during Paris Fashion Week in March.

“Labubu’s presence in the fashion space — from NYFW to appearances on luxury bags — reflects a broader cultural resonance,” Brough said, adding that Labubu, like other characters from Pop Mart, including Skullpanda and Peach Riot, are well-positioned to bridge collectibles and fashion. “We’re already seeing organic traction in this space through celebrity and stylist interest.”

How does the Pop Mart mystery box work?

Part of Labubu’s initial appeal was formed by Pop Mart’s blind-box strategy. The brand gained recognition for selling sealed packages containing collectible figures from a specific series. The key feature is that you do not know which figure you are getting until you open the box, adding to the buyer’s experience with a sense of surprise and discovery.

“Our blind-box format transforms a product into an experience, something to be shared, traded and talked about. It’s meant to be a constant sense of anticipation and community — and for newer IPs, it helps build immediate engagement,” Brough said. “Fans have come to expect a certain level of storytelling, detail and playfulness.”

Each Pop Mart series includes a set of standard figures and at least one rarer, secret figure. The secret figures are harder to find and are highly sought-after by collectors.

What was Labubu’s original price, and what is the current price range?

A standard blind box from Pop Mart was originally priced between $13 and $16. Recent releases of the Labubu dolls have seen price increases in the U.S., with the latest series costing $27.99. The increase was announced after Donald Trump issued tariffs on China, although the company doesn’t confirm if the new tariff policy influenced the price change.

“Affordability is a core part of our brand promise. We want fans to feel that they can discover and collect characters without a barrier to entry. While prices may fluctuate slightly based on material or complexity, we aim to keep core products in a price range that supports accessibility,” Brough said.

With the ever-increasing demand for Pop Mart toys online, Labubu became a highly sought-after item in the fashion world, with some styles being as hard to obtain as limited-edition sneakers or the classic Birkin bags. The scarcity favors resellers. On platforms like StockX and eBay, different styles of Labubu toys and accessories can be found for up to $3,134.

Labubu collaborations

Notable Labubu collaborations include the Labubu x Kow Yokoyama Ma. K Series, the Labubu Coca-Cola Series, and partnerships with Uniqlo and the Chinese label Pronounce.

“We’re just getting started. New Labubu collections will continue to drop globally, with more cross-format releases and seasonal moments. At the same time, we’re expanding the reach of other Pop Mart IPs to ensure that every fan finds a character they connect with. From immersive retail environments to digital-first formats like Pop Mart Pop Blocks, we’re exploring new ways to bring our creative universe to life. The fandom is growing and so is the world we’re building for them,” Brough said.