Labubu Dolls: The Rising Trend of Customized Collectibles Captivating Families
In recent months, a new phenomenon has captured the attention of families, particularly those with children under the age of 15: Labubu dolls. These unique, plush collectible toys are generating significant buzz online, with numerous unboxing videos circulating on TikTok and even making an appearance on NPR’s popular quiz show, “Wait, Wait, Don’t Tell Me.”
To understand the underlying appeal of Labubu dolls, GBH’s Henry Santoro hosted Alexander DePaoli, an associate professor of marketing at Northeastern University, on his program “Henry in the Hub.” DePaoli provided insights into how these dolls are more than just toys; they are stylish accessories that have found their way into mainstream culture.
Describing Labubu dolls, DePaoli stated that they are part of a line produced by the Chinese toy company Pop Mart, featuring customizable, fuzzy figures characterized as “monster elves.” These dolls exhibit an endearing yet slightly eccentric aesthetic, contributing to their widespread appeal. Labubus have become a trendy ornament, often adorning backpacks, purses, and keychains. Besides these smaller figures, the brand also produces plushies and even a life-size version that reached a staggering sale price recently.
The Labubu craze began its rapid ascent in popularity approximately one year ago, around April 2022, when a member of the globally acclaimed K-pop group Blackpink, Lisa, was seen sporting a Labubu accessory. This exposure paved the way for other celebrities, including Dua Lipa and Rihanna, to embrace the trend, further elevating the brand’s profile in Western markets. Interestingly, as of the previous year, only 40% of Pop Mart’s sales were made outside of China, highlighting substantial growth potential as the sensation expands beyond its original audience.
DePaoli underscored the significant role social media, particularly TikTok, has played in amplifying the Labubu brand. The platform not only promotes the product but also nurtures a community around the aesthetic appeal of these quirky toys.
When asked about the longevity of such trends, DePaoli pointed out that while consumer fads can be unpredictable, Labubu dolls possess a distinctive advantage over traditional toys, as they blend functionality with fashion. This dual-purpose nature makes them easier to justify as purchases, allowing for sustained interest and a dedicated following. Compared to the fleeting whims of earlier collectibles like Beanie Babies or Cabbage Patch Kids, Labubus possess a versatility that may provide them with a longer shelf life in the crowded toy market.
As interest in Labubu dolls continues to grow, enthusiasts and collectors await their potential debut in various promotional campaigns, such as those seen in fast-food chains. While the future of this trend remains uncertain, the success of Labubu dolls exemplifies how contemporary consumer interests can merge creativity with nostalgia, making them a compelling topic for parents and children alike.
