The Labubu craze peaked in London last weekend when die-hard fans of the plush toys raced each other to get their hands on the figurines following a long-awaited restock.
Labubu refers to the name of Hong Kong artist Kasing Lung’s elfish-looking figurines that are described as having a playful yet fierce look – thanks to their wide eyes, sharp teeth, and pointed ears.
These dolls are now exclusively manufactured by Pop Mart – a Chinese toy store for adults that recently reported its revenue had swelled to $1.8 billion in 2024.
After the toy maker took to Instagram to reveal its Oxford Circus store was being restocked with Labubus from a popular collection, enthusiasts crowded the brightly lit store’s entrance ahead of its opening on Saturday, April 25.
Videos posted on TikTok showed long queues forming outside the Pop Mart outlet, with several Labubu collectors revealing they waited in line for as long as five hours to try and acquire the viral toy.
Labubu Dolls first found fame in southeast Asian countries like Singapore, Indonesia, Thailand, and Vietnam.
Today, they have travelled across the world—thanks to TikTok-fuelled hype and celebrity endorsements—with Labubu Dolls becoming the latest entrants to the burgeoning kidult toy market.
Women in their 20s and 30s are splashing out their salaries and spending hundreds of pounds on these playthings, with Olivia Attwood describing a Labubu Doll as ‘modern art’.
Given their widespread popularity, Labubus have turned what was once a modest toy store in China into a billion-dollar corporation with a global presence across 23 other countries.
Pop Mart International Group said it will continue to expand its global footprint, with a focus on North America and Europe, after announcing its profit more than doubled in 2024 – thanks to the Labubu-led craze for its patented products.
‘By developing physical stores in globally iconic locations, we aim to enhance brand experience and recognition,’ the Hong Kong listed company said in an exchange filing, adding the ‘performance of Labubu was particularly impressive’.
Part of this expansion has seen Pop Mart take over the UK high street, with multiple stores across the country – including in London, Cambridge, Manchester, and Birmingham.
The brainchild of Beijing-based businessman Wan Ning, 38, Pop Mart deals exclusively in ‘blind boxes’, meaning buyers have no idea what collectible figurine they’re going to end up with.
With a collection as popular as the Labubu dolls, this ‘blind box’ packaging forces fans keep buying new items in a bid to complete their collections.
Take, for instance, Love Island star Olivia Attwood, who routinely documents her hunt for rare Labubus on social media while showing off her ever-expanding display of the dolls at home.
In one such video, Olivia, 33, ripped open a ‘blind box’ (meaning the buyer doesn’t know what kind of Labubu they’ve purchased) after telling her followers she really wants ‘soy milk’ – referring to a highly sought-after variant that’s part of the Tasty Macaron collection.
However, Olivia’s blind box contained ‘sea salt coconut’ Labubu dressed in ice-blue fur.
In another video, Olivia vowed she’s going to stop buying ‘blind boxes’ before revealing the contents of her latest purchases.
In the clip, which showed Olivia light-heartedly suggesting her Labubu obsession might cause her husband Bradley Dack to divorce her, the TV host described Lung’s creations as ‘modern art’ while warning her rottweiler Stitch against ripping it up.
‘It’s modern art,’ she said. ‘I’m not ashamed. God forbid a girl has hobbies.’
It appears that collecting Labubu dolls is now a pastime for many women, with several videos posted on TikTok showing creators lining up outside the Pop Mart store in London’s Soho ahead of a restock – similar to the rush last Saturday.
Pop Mart’s range includes pendants, keychains, bag charms, phone cases, earphone bags, and badges featuring the mischievous-looking creatures in a wide variety of settings and costumes.
At the time of writing, most of the collection is out of stock online.
Part of the appeal of Labubu Dolls is the limited run of designs that means supply almost always exceeds demand, with collectors trawling sites like Reddit for information about the next ‘drop’ or release.
Some creators like @ellensinwonderland also share details of upcoming Labubu restocks on their TikTok accounts.
In one such video, the 30-year-old declared she was on the hunt for the ‘Have a Seat’ and ‘Excited Macaron’ labubus before telling her followers the Pop Mart store on Wardour Street is restocked every Tuesday and Friday.
‘I love this!’ one person commented on Ellen’s video. ‘I’m in my thirties when I get excited about labubu my Gen Z sister tells me to get a grip.’
Another TikTok creator (@smurfimena) revealed she spent £105 on a box of six Labubus at the Pop Mart store in Soho, with each one priced at £17.50.
A third fan showed off the contents of her latest haul on TikTok while revealing the price of each time – including a £25.50 Coca-Cola variant (among the most popular designs), and the ‘Excited macaron’ and ‘Have a Seat’ worth £17.50 each.
In total, the creator @aimeedoesthings5 spent nearly £100 on the plush toys.
