Would you queue at 3am to buy a toy? These Aussies have – here's why
At 3am in the morning, most Australians are still tucked up in bed – but there's a new craze sweeping the country that has people lining the streets at an ungodly hour.
The Labubu, a furry plushie featuring a bizarre grin and sharp teeth, has become the ultimate status-boosting item after soaring to popularity with huge celebrities such as Rihanna and Dua Lipa.
Designed by Hong Kong-born artist Kasing Lung, the product is sold by Chinese toy company Pop Mart following a collaboration with Lung on his story series book The Monsters, released in 2015.
While the Labubu hit the market in Asia in 2019, the slightly scary-looking plushie only took off after Blackpink's Lisa, a popular K-pop singer, was spotted with a keychain-version of the doll attached to her handbag in April 2024.
And in just 12 months, the whole world has become hooked, including Aussies.
Aussies first became addicted to the viral toy craze following Pop Mart's arrival Down Under in mid-2023.
Fast-forward two years, and there are now 11 Pop Mart stores in Sydney, Brisbane and Melbourne, all of which regularly draw huge crowds with the hopes of snagging an in-demand plushie.
But, as one recent video filmed in Melbourne shows, it's not children who are frantic for the Labubu – it's fully-grown adults.
Another clip shows puzzled onlookers watching on as a long queue stretches down Pitt Street in Sydney recently, prompting the TikTok user to ask: 'All for a Labubu?'
Pop Mart, which describes itself as a 'rising global force in pop culture and entertainment', said the power lies in the 'love at first sight' reaction the toys get from loyal followers.
'This isn't just about 'toys' but a collectable, pop-culture movement engaging Australian adults like never before,' a Pop Mart spokesperson told news.com.au.
'The excitement here mirrors what we've seen in major cities globally with queues forming around the block as eager collectors hope to get their hands on these unique pieces.
'We collaborate with a series of designers to create highly collectable figurines, and the range has grown from strength to strength.'
Another key element in the toy's desirability lies in the fact consumers never know what design they are getting.
Each one comes sealed in a box that could contain one of several variations of the toy, or a very rare 'special' version, that are highly coveted among collectors.
Shoppers are also only notified of a new drop at short notice, often via WhatsApp the morning stock becomes available, further fuelling hype.
With collectors often waiting in line for hours, some have reported queuing on social media for over 12 hours, and some Aussies have resorted to extreme measures.
Airtasker has revealed people are being booked using the platform to queue up and buy a Labubu, with one Sydneysider paying a stranger $100 to avoid the large crowds.
'It's always fascinating to see how Airtasker users adapt to cultural moments,' Airtasker Founder and CEO Tim Fung told news.com.au.
'Labubu isn't the first craze we have seen people paying others to help them source – there was digital queuing for the Taylor Swift Eras tickets, help finding the CJ Hendry artistic wheelie bins and lining up in person for the popular pistachio papi desserts.
'If there is a cult buy happening it's more than likely you will find people posting on Airtasker for help to get their hands on it.'
Despite the obvious downside to buying a Labubu (some have likened the rush to get the sellout item to The Hunger Games) it seems the trend is here to stay.
The $32 key-ring doll, which often has a resale value of well over $100, was recently described as a 'must-have fashion accessory' by Vogue – cementing its status as a cultural phenomenon.
But while many are prepared to get up at the crack of dawn to snag the doll, others have warned it's 'not worth the hype'.
'My friend arrived at 3:30am and I got there at 4:30am and we saw people where getting trampled,' one wrote on social media.
'I genuinely don't know what the hype for Labubu is. Someone please explain what's so appealing?' another asked.
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