Here’s the story of how a quirky toy transformed into a worldwide phenomenon.
Updated
January 8, 2026 6:35 PM
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Labubu vinyl figure displayed with surprise blind boxes in a store in Guayaquil, Ecuador. PHOTO: ADOBE STOCK
Trends move fast. One moment it's Dubai’s viral “Kunafa” chocolate bar, the next it’s Labubu—a mischievous-looking doll—racks up US$670 million in revenue this year, even outpacing Barbie and Hot Wheels. Celebrities like BLACKPINK’s Lisa and Dua Lipa have been spotted with Labubu dolls—whether as bag charms or in playful social posts.
For those unfamiliar, Labubu is the breakout character from the book series“The Monster” by Hong Kong-born, Belgium-based artist Kasing Lung. Alongside Labubu, the series features other quirky monsters like Zimomo, Mokoko and Tycoco—often grouped together as “Labubus”. These vinyl Labubu figures first entered the collectible scene in 2011 as “Monsters”, produced by Hong Kong-based production house How2Work. In 2019, Lung signed an exclusive licensing deal with Pop Mart, a Beijing-based toy collectible company, which further boosted the recognition and popularity of the franchise.
At first glance, Labubu might seem like just another fad. But the craze shows something deeper: in digital marketing, virality doesn’t happen by accident. It’s the result of timing, relatability and the rway global communities amplify trends.
So, what can marketers learn from the Labubu phenomenon? Let’s take a closer look.
Labubu’s unconventional aesthetics—a notorious grin, sharp teeth and wide eyes—break the traditional mold of “cute” toys. The social listening report from Meltwater, a media intelligence company reveals that from January to May 2025, mentions of “cute” outnumbered “ugly” nearly five to one. This “ugly-cute” look gave Labubu its identity and helped it stand out in a crowded market.
Marketing lesson: In a world of where everything blends together on endless feeds, uniqueness wins. Standing out with bold, even unconventional design choices can spark curiosity and desire. By leaning into what makes a product different, brands create instant recognition and give people something worth talking about.
Labubu’s surge in popularity is deeply rooted in Pop Mart’s focus on building genuine relationships with its fans. The company encourages user-generated content— unboxings, fan art, influencer stories—that fueled Labubu’s spread online and build brand engagement. Fans weren’t just buying toys; they were becoming part of a community that celebrated each new design.
Marketing lesson: Customers don’t want to feel like faceless buyers. They want to feel seen, heard and part of something bigger. By encouraging engagement and valuing contributions, brands can turn casual customers into loyal advocates who spread the word on their behalf.
While Pop Mart notes Labubu is most popular among women aged 18–30, its audience has broadened beyond that group. The design draws on influences from Nordic mythology and East Asian “kawaii” culture, making it feel both familiar and new to global audiences.
For Millennials and Gen Xers, Labubu also sparks nostalgia for toy crazes like Tickle Me Elmo and Beanie Babies that once lit up childhoods before fading away. Together, these layers of cultural resonance and cross-generational charm give Labubu an unusually broad reach.
Marketing lessons: Relatability is a powerful driver of virality. When a product can connect across generations and cultures, it expands far beyond a niche fan base. Brands that blend familiarity with novelty can build bridges to much larger audiences.
Labubu’s blind box model makes buying feel like a game. The thrill of not knowing which design you’d unwrap made collecting Labubus fun. It also turns buying into an emotional experience rather than a rational choice, fueling the urge to complete entire collections.
Besides, the suspense itself became content—millions watched unboxing videos to share in the excitement. Even BLACKPINK’s Lisa admitted she began with “only three to four” Labubus but soon wanted “a whole box” of the latest collection.
Marketing lesson: Mystery creates excitement, and excitement drives repeat purchases. By adding an element of surprise, brands can make the buying experience feels less like a transaction and more like a story unfolding. That thrill keeps customers coming back and makes the product easy to share online.
Pop Mart releases Labubus in limited drops, often tied to holidays or cultural events. Some editions include ultra-rare “chase” figures—appearing only once in every 144 boxes—creating a strong sense of urgency and fear-of-missing out (FOMO) among buyers. This strategy fuels a booming resale market, where regular figures retailing at US$25 can sell for US$200–US$300, and rare editions have even fetched prices up to US$150,000.
Marketing lessons: Scarcity isn’t just about limiting supply—it’s about building anticipation. By tying releases to events and sprinkling in rare editions, brands keep fans watching for the next drop. This combination of urgency and exclusivity transforms ordinary products into must-have collectibles.
Labubu has expanded its reach through creative brand collaborations. For instance, the Labubu x Coca-Cola series features figures in iconic red-and-white themes, while a Vans Old Skool drop merged streetwear in the clothing brand’s notable checkerboard pattern with collectibles. The One Piece collaboration blended Labubu’s quirky style with beloved anime heroes, appealing to fans of both worlds.
Marketing takeaway: Collaborations breathe fresh life into a brand and open doors to new audiences. Partnering with well-known names adds cultural weight and collectible value, while keeping the brand relevant in different communities. Done right, collaborations turn niche products into mainstream sensations.
Labubu’s phenomenal success is more than a passing craze. It’s proof that bold design, authentic community building, clever scarcity and cultural collaborations can transform a quirky idea into a global movement.
For marketers, the takeaway is simple: don’t just chase trends—create something real and let your community shape the story with you. Be bold, stay authentic and bring your fans along for the ride. That’s how brands move from fleeting hype to lasting cultural icons.
Keep Reading
A closer look at how reading, conversation, and AI are being combined
Updated
February 7, 2026 2:18 PM
Assorted plush character toys piled inside a glass claw machine. PHOTO: ADOBE STOCK
In the past, “educational toys” usually meant flashcards, prerecorded stories or apps that asked children to tap a screen. ChooChoo takes a different approach. It is designed not to instruct children at them, but to talk with them.
ChooChoo is an AI-powered interactive reading companion built for children aged three to six. Instead of playing stories passively, it engages kids in conversation while reading. It asks questions, reacts to answers, introduces new words in context and adjusts the story flow based on how the child responds. The goal is not entertainment alone, but language development through dialogue.
That idea is rooted in research, not novelty. ChooChoo is inspired by dialogic reading methods from Yale’s early childhood language development work, which show that children learn language faster when stories become two-way conversations rather than one-way narration. Used consistently, this approach has been shown to improve vocabulary, comprehension and confidence within weeks.
The project was created by Dr. Diana Zhu, who holds a PhD from Yale and focused her work on how children acquire language. Her aim with ChooChoo was to turn academic insight into something practical and warm enough to live in a child’s room. The result is a device that listens, responds and adapts instead of simply playing content on command.
What makes this possible is not just AI, but where that AI runs.
Unlike many smart toys that rely heavily on the cloud, ChooChoo is built on RiseLink’s edge AI platform. That means much of the intelligence happens directly on the device itself rather than being sent back and forth to remote servers. This design choice has three major implications.
First, it reduces delay. Conversations feel natural because the toy can respond almost instantly. Second, it lowers power consumption, allowing the device to stay “always on” without draining the battery quickly. Third, it improves privacy. Sensitive interactions are processed locally instead of being continuously streamed online.
RiseLink’s hardware, including its ultra-low-power AI system-on-chip designs, is already used at large scale in consumer electronics. The company ships hundreds of millions of connected chips every year and works with global brands like LG, Samsung, Midea and Hisense. In ChooChoo’s case, that same industrial-grade reliability is being applied to a child’s learning environment.
The result is a toy that behaves less like a gadget and more like a conversational partner. It engages children in back-and-forth discussion during stories, introduces new vocabulary in natural context, pays attention to comprehension and emotional language and adjusts its pace and tone based on each child’s interests and progress. Parents can also view progress through an optional app that shows what words their child has learned and how the system is adjusting over time.
What matters here is not that ChooChoo is “smart,” but that it reflects a shift in how technology enters early education. Instead of replacing teachers or parents, tools like this are designed to support human interaction by modeling it. The emphasis is on listening, responding and encouraging curiosity rather than testing or drilling.
That same philosophy is starting to shape the future of companion robots more broadly. As edge AI improves and hardware becomes smaller and more energy efficient, we are likely to see more devices that live alongside people instead of in front of them. Not just toys, but helpers, tutors and assistants that operate quietly in the background, responding when needed and staying out of the way when not.
In that sense, ChooChoo is less about novelty and more about direction. It shows what happens when AI is designed not for spectacle, but for presence. Not for control, but for conversation.
If companion robots become part of daily life in the coming years, their success may depend less on how powerful they are and more on how well they understand when to speak, when to listen and how to grow with the people who use them.