Every once in a while, a toy breaks through the noise and becomes a global, viral phenomenon. This season, that toy is Labubu: a mischievous, vinyl-faced plush doll from Beijing-based company Pop Mart, and a breakout character from Kasing Lung’s series The Monsters.
With celebrities like Rihanna, Dua Lipa, and Kim Kardashian posting photos of Labubu, the character has exploded in popularity - driving long lines, wild demand, and even physical altercations among collectors. It’s a viral moment reminiscent of Beanie Babies in the ’90s or Hatchimals more recently. But Labubu isn’t just popular: it’s part of a carefully constructed collectible ecosystem that includes blind box distribution, limited runs, and a rich character universe, all of which fuel the frenzy.
Why Labubu Matters for the Toy Industry
Beyond the buzz, the Labubu phenomenon carries important lessons for toy brands, marketers, and publishers alike:
1. Virality Needs Fuel
Viral products don’t go viral in a vacuum. Labubu’s rise was propelled by smart design, pop culture credibility, and platform-specific storytelling. Its limited-edition blind boxes created a sense of scarcity and urgency - tools that toy marketers can study and replicate in their own way.
2. Success Creates Opportunity - for Everyone
When one toy dominates the spotlight, it has a ripple effect across the entire category. Consumers suddenly pay more attention to plush, collectible, or character-based toys. This creates an opening for other brands in the segment to ride the wave, especially those that may be more accessible or easier to find.
3. Timing is Everything
As Labubu’s popularity spreads from East to West, there’s a narrow window for brands to respond. Competitors like Hasbro, Mattel, MGA, Moose, and Spin Master may want to lean into marketing now, whether to capitalize on the plush category’s momentum or protect their share of voice as Labubu grows. Media support can be a smart way to extend reach and reinforce brand mindshare during a cultural moment.
4. Paid Media Can Stabilize or Extend the Curve
No viral trend lasts forever. As Labubu eventually hits its peak, smart IP owners may look to paid media campaigns (especially in hard-to-reach digital spaces like kid-safe mobile gaming) to either boost late-stage awareness or smooth out demand drops. This is where platforms like Kidoz can help brands stay connected to their audience, even as the hype cycle evolves.
What’s Next?
For IP owners, licensors, or toy marketers watching Labubu closely, the key question isn’t if it will impact the market: it’s how your brand can learn, adapt, and respond. Whether you’re building the next collectible hit, riding the plush toy wave, or just keeping your brand top of mind, moments like this are powerful reminders of how quickly the landscape can shift, and how important it is to stay agile.
Happy to chat anytime about how we can help you reach your goals - so don't be shy! Email me at ryan@kidoz.net
Ryan Lexer
