Labubu Dolls: The Plush Toy Phenomenon Sweeping India Amid Global Craze

The quirky, fang-toothed Labubu dolls are taking the world by storm, including a growing fan base in India where collectors and fashion-conscious youth eagerly seek these plush toys. Emerging from the creative mind of artist Kasing Lung and commercialized by Chinese toymaker Pop Mart, Labubu has rapidly become a global cultural icon since its figurative debut in 2019.

Originally inspired by Nordic mythology, Labubu dolls have distinctive troll-like features such as wide grins, sharp teeth, and long bunny-like ears. These unique traits lend the doll a mix of cuteness and mischief that appeals to a wide demographic, particularly adult collectors known as "kidults." Pop Mart’s blind box marketing strategy—selling dolls in sealed boxes where the exact character inside is unknown—has further fueled the craze by encouraging repeat purchases driven by the thrill of chance.

The popularity explosion for Labubu has been notably propelled by celebrity endorsements. K-pop star Lisa from BLACKPINK was among the first major celebrities to be photographed with a Labubu doll, followed by other prominent figures like Rihanna, Kim Kardashian, Dua Lipa, and David Beckham. Their influence pushed Labubu into the limelight, significantly increasing demand and resale values worldwide.

In the United States, the dolls have become a status symbol, frequently seen on bags or as collectibles among various age groups. Media analytics report a 33-fold surge in online mentions since late 2024, indicating an expansive interest that spans generations. In India, the trend is growing too, with young collectors and influencers showcasing Labubu in fashion and social media, mirroring the global frenzy.

The financial impact on Pop Mart is staggering. The company’s revenue more than doubled in 2024 to $1.81 billion, driven largely by plush toy sales, which surged over 1,200 percent. Pop Mart has projected a 350 percent profit increase for the first half of 2025 alone, reflective of Labubu’s unrelenting global demand. The company’s stock price has also tripled this year, cementing Labubu’s commercial success.

Despite the doll’s runaway success, some market experts caution the craze may face decline soon. Marketing professor Markus Giesler highlights emotional fatigue among consumers tired of the challenging hunt for these elusive toys and the instability in resale value, leading to speculation that the extremes of fashion-driven demand may wane by late 2025.

Nevertheless, Labubu’s influence remains potent. Beyond collectibles, these plush toys have inspired apparel and accessories, reflecting a cultural phenomenon merging art, celebrity, and consumerism. Indian fans are embracing the trend with enthusiasm, fueling a vibrant resale market and adding to the global narrative of Labubu as not just a toy, but a symbol of trendsetting youth culture.