Meet Labubu — a fuzzy snaggletooth plush toy that just took the world by storm and sent both fans and sales into a frenzy. No ads, no influencers on payroll — just pure, organic virality with millions of posts on Instagram and TikTok. And that’s exactly why every marketer should be paying attention.
This creature from Pop Mart designed by the Hong Kong Kasing Lung has become the face of a new kind of hype that’s powered by TikTok unboxings and celebrity sightings. Think Huggy Wuggy, but cuter and even more popular! As a result, Pop Mart’s sales have soared: its «Monsters» toy line (including Labubu) pulled in 3 billion yuan in 2024 (a 726% jump from 2023).
So what’s driving this social media craze with record-breaking sales? Several different factors are in play:
FOMO and scarcity: each Labubu release is limited, and news of a sell-out lights a fire. People literally camp outside shops to nab a Labubu, and the resale market is going crazy.
Blind-box format: Labubu toys are sold in a way that prevents the customer from knowing exactly which toy they’re getting. This turns each purchase into a chance at a rare variant — the suspense and surprise trigger a dopamine hit for buyers, so TikTok and Instagram are full of unboxing videos.
Influencers and celebs: when influencers play with Labubu, millions watch. Rihanna, Lisa from the band BLACKPINK, and Dua Lipa have been seen with them. Those celeb sightings (often unsponsored) have instantly introduced these toys to global audiences.
Nostalgia and comfort: Labubu taps into warm childhood feelings. It’s cute, it’s comforting, and in stressful times, that’s addictive.
Labubu’s story is basically marketing 101 for Gen Z trends. If you want your next product to go viral, consider these tips:
Seed the hype, then step back: Pop Mart released quirky blind-box toys and let fans take the wheel. Give people something to talk about, and then let word-of-mouth do the rest.
Leverage scarcity: few things scream «must-have» like «almost gone.» For your brand, consider limited drops or surprise editions to spark that FOMO.
Make it social-friendly: Labubu was basically engineered for sharing on social media, creating a self-perpetuating hype cycle. Encourage user posts (UGC) and make your product look great on camera.
Tap emotions and nostalgia: nostalgic callbacks and emotional hooks like childhood memories can turn a product into a passion. Think of ways your brand can make customers feel something.
Ready to hatch your own marketing blockbuster? Do us a line at The REACH. We’ve got the strategy chops (and the memes) to help your brand jump the hype cycle.
Meet Labubu — a fuzzy snaggletooth plush toy that just took the world by storm and sent both fans and sales into a frenzy. No ads, no influencers on payroll — just pure, organic virality with millions of posts on Instagram and TikTok. And that’s exactly why every marketer should be paying attention.
This creature from Pop Mart designed by the Hong Kong Kasing Lung has become the face of a new kind of hype that’s powered by TikTok unboxings and celebrity sightings. Think Huggy Wuggy, but cuter and even more popular! As a result, Pop Mart’s sales have soared: its «Monsters» toy line (including Labubu) pulled in 3 billion yuan in 2024 (a 726% jump from 2023).
So what’s driving this social media craze with record-breaking sales? Several different factors are in play:
FOMO and scarcity: each Labubu release is limited, and news of a sell-out lights a fire. People literally camp outside shops to nab a Labubu, and the resale market is going crazy.
Blind-box format: Labubu toys are sold in a way that prevents the customer from knowing exactly which toy they’re getting. This turns each purchase into a chance at a rare variant — the suspense and surprise trigger a dopamine hit for buyers, so TikTok and Instagram are full of unboxing videos.
Influencers and celebs: when influencers play with Labubu, millions watch. Rihanna, Lisa from the band BLACKPINK, and Dua Lipa have been seen with them. Those celeb sightings (often unsponsored) have instantly introduced these toys to global audiences.
Nostalgia and comfort: Labubu taps into warm childhood feelings. It’s cute, it’s comforting, and in stressful times, that’s addictive.
Labubu’s story is basically marketing 101 for Gen Z trends. If you want your next product to go viral, consider these tips:
Seed the hype, then step back: Pop Mart released quirky blind-box toys and let fans take the wheel. Give people something to talk about, and then let word-of-mouth do the rest.
Leverage scarcity: few things scream «must-have» like «almost gone.» For your brand, consider limited drops or surprise editions to spark that FOMO.
Make it social-friendly: Labubu was basically engineered for sharing on social media, creating a self-perpetuating hype cycle. Encourage user posts (UGC) and make your product look great on camera.
Tap emotions and nostalgia: nostalgic callbacks and emotional hooks like childhood memories can turn a product into a passion. Think of ways your brand can make customers feel something.
Ready to hatch your own marketing blockbuster? Do us a line at The REACH. We’ve got the strategy chops (and the memes) to help your brand jump the hype cycle.
Get in touch today to discuss how we can help your brand stay ahead
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