The Labubu doll craze: Why everyone wants one

A quirky little doll is taking the internet and toy shelves by storm. Meet Labubu, the collectable plush toy that’s become the latest must-have for celebrities, collectors and TikTokers alike. From overnight queues outside toy stores to designer outfits crafted just for them, Labubu isn’t just a doll; it’s a movement.

Labubu was created by Hong Kong artist Kasing Lung, who introduced the character in 2015 as part of his illustrated book series Monster Tales, inspired by Nordic folklore. Lung, who grew up in the Netherlands, drew inspiration from classic European fairy tales and mythical elf legends to create Labubu’s distinctive look.

The toy is depicted as a mischievous yet kind-hearted creature, known for its furry, round body, oversized eyes, pointy ears, and a toothy grin made up of nine sharp teeth. Think elf-meets-goblin with a touch of mischief and heart. The dolls come in various colours and personalities, each more collectable than the last.

Although Kasing Lung’s earlier Monster figurines gained some recognition through his work with the company How2Work, it wasn’t until his 2019 collaboration with China-based retailer Pop Mart that Labubu became a global sensation. Pop Mart, known for its “blind box” concept where buyers don't know which specific toy they’re getting until it’s unboxed, helped fuel the hype and turn Labubu into a collector’s dream.

But the craze went into full throttle in 2024 when Blackpink star Lisa was spotted with a Labubu keychain, sending fans and trend-watchers into a frenzy. Soon after, celebrities and influencers started showcasing their own plush companions online.

Rapper Megan Thee Stallion recently unboxed five Labubu dolls in a now-viral TikTok video, squealing with delight as she revealed each one. Internet personality Taylen Biggs also made headlines when she gifted Rihanna a white Labubu during The Smurfs Movie premiere.

From fashion accessories to conversation starters, fans have been getting creative with their Labubus, clipping them on handbags, styling them as jewellery, and even sewing tiny outfits for them. But as with any internet obsession, the dolls haven’t escaped conspiracy theories, with some users speculating bizarre links to folklore and ancient demons.

Their creator has dismissed the rumours, stating that Labubu is purely a product of playful imagination and fairy tale whimsy, not anything sinister.

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As far as pricing goes, the standard Labubu toys, sold in blind boxes, range from $8.99 (approx. Sh1,344) to $27.99 (Sh3,610). Larger plush dolls go for $40 (Sh5,160) to $85 (Sh10,965), while rare limited-edition figures or collaboration pieces can fetch upwards of $167 (Sh21,543).