A new toy craze has gripped the internet, with monster-faced Labubu dolls from Chinese retailer Pop Mart becoming the latest viral obsession on TikTok. Originally priced between $20 and $30, these plush collectibles are now commanding resale prices in the thousands as collectors scramble to get their hands on rare editions.
Labubu dolls are quirky, wide-eyed creatures with mischievous grins and razor-sharp teeth. Designed by Dutch-born, Hong Kong-based artist Kasing Lung, the toys draw inspiration from Nordic mythology and were first introduced in his illustrated book The Monsters Trilogy in 2015. The characters were brought to life in toy form through a licensing deal with Pop Mart in 2019, and their cult following has exploded in 2025 thanks to social media.
TikTok Turns Toys into Gold
The TikTok hashtag #labubu has surged past one million posts globally, with 32,000 coming from U.S. users just in the last week. Videos featuring collectors opening Pop Mart’s signature “blind boxes”—sealed packaging that hides the toy’s design until unboxed—have drawn millions of views. Part of the excitement comes from the unpredictability: fans never know which Labubu they’ll get, and rare versions, such as the elusive “secret” Labubu, only appear in one out of every 72 boxes.
As the dolls’ popularity grows, their availability has shrunk. Pop Mart’s website is frequently sold out, and long lines have formed outside its limited U.S. retail locations. The limited supply and hype have turned Labubus into a hot commodity for resellers, who are listing them on platforms like eBay and StockX at sky-high prices. A limited edition Vans collaboration Labubu is selling for over $3,000 on StockX, while some ultra-rare versions have reached $7,000 on eBay.
A-List Endorsements Add Fuel to the Fire
Celebrity interest has added to the frenzy. Singers Rihanna and Dua Lipa, as well as members of K-pop group Blackpink, have been seen with Labubu accessories—further fueling demand in Asia and beyond. Recently, fashionistas were spotted using Labubu bag charms at Paris Fashion Week, tying the dolls to both pop culture and high fashion.
This celebrity visibility has transformed Labubus from mere toys into status symbols—similar to last year’s viral Stanley cup phenomenon.
Chaos at Stores and Online
The Labubu craze has reached a point where chaos is starting to break out at retail stores. On TikTok, users have posted videos showing tense moments at Pop Mart releases. In one viral clip, a woman documents what she dubs the “Labubu Hunger Games” as she lines up outside a California mall before dawn. Despite an organized ticketing system, some shoppers still ended up yelling at others who attempted to cut in line.
There have also been crackdowns on unofficial sellers. In China, authorities recently confiscated at least 462 Labubu dolls being smuggled into the country for resale, according to CNN. Officials claimed the toys were being brought in for profit without proper licensing or approval.
Critics Call Out Overconsumption
Not everyone is enchanted by the Labubu frenzy. On TikTok, some users have begun criticizing the trend as wasteful and emblematic of overconsumption. One widely shared video, with nearly 250,000 likes, slams buyers who purchase the dolls in bulk or pay exorbitant resale prices. Another clip with 350,000 likes accuses fans of chasing trends rather than genuine interest, saying, “You only want them because everyone else does.”
This backlash mirrors sentiments that emerged during the height of the Stanley cup craze, when resellers, scammers, and even thieves targeted the viral water bottles. In one notable case, a woman stole $2,500 worth of Stanley cups in early 2024.
A Trend That’s Here to Stay?
Whether Labubus become a long-lasting collector’s item or fade like many internet trends remains to be seen. But for now, they’ve cemented their place in 2025’s viral hall of fame. As long as blind boxes keep surprising fans and celebrities keep flaunting their dolls, Labubu’s toothy grin isn’t disappearing from your feed anytime soon.