If you thought Barbie was untouchable, or that Hot Wheels would forever rule the racks, think again. The hottest name in toys right now isn’t blonde, glamorous, or fast on four wheels. It’s a spiky-haired, big-eyed, toothy little creature from China called Labubu—and it’s rewriting the rules of the global toy industry.
Labubu didn’t exactly stroll onto the scene looking like the next billion-dollar brand. Originally part of Pop Mart’s Monsters collection, the quirky gremlin-like figure began as a niche collectible, more curiosity than cultural juggernaut. But in just a few short years, it’s exploded into something far bigger.
There are now over 600 different Labubu designs, each with its own quirks. Some are so rare that they’ve taken on near-mythical status in the collecting world. The hunt for them feels less like buying a toy and more like chasing a limited-edition sneaker drop.
The numbers are equally staggering. In just the first half of this year, Pop Mart raked in $670 million in sales from Labubu alone—a jaw-dropping 688% increase compared with the same period last year. Analysts are already confident the brand will smash the $1 billion revenue mark in 2025.
To put that in perspective: in several markets, Labubu has already outsold Barbie and Hot Wheels. Yes, the tiny misfit with sharp teeth has toppled two of the industry’s most iconic names.
So what’s behind this plush phenomenon? A few things stand out:
In short, Labubu is the Beanie Baby for the smartphone era—scarcity, community, and obsession wrapped in one spiky little grin.
Pop Mart isn’t stopping with toys. Labubu is creeping into apparel, collabs, lifestyle products, and even pop-up events. The company clearly wants it to become the Hello Kitty of the 2020s—not just a collectible, but a character you live with in everyday life.
Here’s the bigger story: Barbie may have Hollywood movies and decades of cultural weight, but Pop Mart is showing that the next wave of global toy giants is rising from Beijing, powered by internet culture and turbocharged fandom.
Labubu’s meteoric rise is a reminder that play, pop culture, and commerce flip faster than ever. A niche hobby yesterday becomes a billion-dollar juggernaut today. Toys are no longer just toys—they’re lifestyle brands and internet-driven global symbols.
For now, Labubu sits comfortably at the top of the pile, sharp teeth grinning wide.
So Barbie and Hot Wheels … the ball’s in your court.
What do you think? Is Labubu destined to become the next timeless icon—or just another collectible craze waiting to fade?