Opinion Everybody wants a Labubu doll

What can a plushie fetch you? If the plushie in question is Chinese company Pop Mart’s Labubu doll, the answer is $22.7 billion dollars, soft power and explosive popularity. Based on a character from The Monsters, a toy series created by Hong Kong-born artist Kasing Lung, the dolls were launched in 2019. The stories are centred around Labubu, who is described by the creators as having a “cheerful grin” which “reminds us that no matter what challenges we face, a smile can lift our spirits and lead us towards happiness” . Their popularity rose steadily, until it blew up this year after celebrities, including Rihanna, Dua Lipa and K-Pop star Lisa of Blackpink were spotted toting Labubu dolls.

This is not the first time a toy has caused a frenzy. In 1983, the craze for Cabbage Patch Kids dolls — which came with birth certificates — caused riots in several shops in the US, even landing customers in hospital. The 1990s saw a similar fad with Beanie Babies, which were marketed as limited edition collectibles amid a scenario of contrived scarcity.

Advertisement

What explains the dizzying interest shown in a doll, including by adults? Part of it may come down to the fuzzy cuteness of the design: With their big eyes and toothy smile, Labubus have a goofy appeal. In its home market of China, for example, the doll shot to popularity during the pandemic as a cuddly distraction from the gloom and doom. Its character description also says that the Labubu is “kind-hearted and always wants to help, but often accidentally achieves the opposite”. Perhaps this is also key to the toy’s popularity. After all, who hasn’t felt a little bit useless or inept, despite the best intentions? It may be the Labubus’ relatability that has made them one of the most viral toys of recent times.