The £13 cuddly toys now being sold for thousands thanks to a celebrity craze

Telegraph

07-05-2025

The must-have fashion accessory to be seen dangling off your arm this season isn't a Hermès Birkin or a Fendi Baguette. In fact, it's not a designer handbag at all. Instead it's a cuddly, sharp-toothed critter that you can clip to your handbag.
Labubu Dolls are the trend taking over both social media and the style set, and fans are shelling out four-figure sums to get their hands on the furry elfin figures. Last week, shoppers queued for five hours outside Pop Mart, a Chinese toy shop near Oxford Circus in London, to snap up the latest Labubus.
Depop, the fashion resale site, reports a 376 per cent rise in Labubu searches since December and videos of 'Labubu unboxing hauls' rack up millions of views on TikTok. Although prices start at £13, rare or collectable editions are selling online for as much as £2,500. But beware of what's known as 'lafufus' – that's fake Labubus.
The Hong-Kong born artist Kasing Lung designed the gremlin-like creatures which he calls 'The Monsters' back in 2015. Labubu is the rabbit-eared iteration, which has since spawned more than 300 designs.
'I liked to read storybooks and was influenced by ancient European elf legends,' said Lung of his creations. 'Growing up, there were no game consoles or computers, so I had to draw dolls with a pen, so I had the idea of painting fairy tales since I was a child.'
Although the dolls have been produced by Pop Mart since 2019, they went viral in April 2024, when Thai singer and actress Lalisa Manobal, who is best known for being in the K-pop band Blackpink, posted an Instagram story to her more than 106 million followers hugging a giant Labubu cuddly toy and wearing a Labubu swinging from her Louis Vuitton handbag.
Jeremy Lee, a business director for Pop Mart, says the business was caught off guard by the sudden demand. 'She didn't inform my supply chain that 'Hey, I'm going to do this tomorrow, yeah. Get your stock supply ready,'' he recalls.
Since then, these tiny toys have become the must-have accessory for fashion insiders keen to add a playful twist to their designer handbags. Just last month, Valentino handed out Labubu dolls as gifts at its Dubai pop-up. A Pop Mart event at a Los Angeles shopping mall was recently cancelled after chaotic scenes from eager shoppers. Labubu mania has swept up everyone from pop stars Rihanna and Dua Lipa to reality TV personalities Kim Kardashian and Olivia Attwood – and now men are joining in too, as the boom in men's handbags collides with a growing appetite for collectable culture.
James Welsh, from Hampshire, a stylist turned YouTuber, has 30 Labubus and estimates that he has spent 'hundreds and hundreds but not quite thousands' on the dolls.
'I think they [provide] some real escapism for millennials, as it's like reverting to your youth with these toys and collectables,' he says. 'They're a way to express who you are. You can show that through the different characters, which add a pop of colour. Fashion is fun, it's not serious, at the end of the day; it's reflective of who you are.'
Labubu dolls are the latest obsession in the booming 'kidult' market, where grown men and women are splashing serious cash on toys. In the 1990s, it was Beanie Babies; more recently, Jellycats became so sought-after they triggered a spate of thefts. In February, 35-year-old Ruby Smith from Suffolk was handed a suspended sentence for stealing nearly £3,000-worth of Jellycats from Norfolk garden centres. And this is no niche trend – according to market research firm Circana, adults now account for nearly £1 in every £3 spent on toys.
'During times of heightened uncertainty, such as economic instability, climate fear, and societal disruption, engaging with childlike activities provides psychological relief,' says Dr Carolyn Mair, a fashion business consultant and the author of The Psychology of Fashion. 'Carrying Labubu dolls allows individuals to project a curated image of playfulness, nostalgia and belonging to trend-driven or niche communities.'
For Leanne Bayley, 41, a commerce specialist from Warwick, her Labubu doll is 'something fun that sparks joy'.
'I was shopping in Birmingham and the Pop Mart was absolutely heaving, so I thought I'd see what all the fuss was about,' she says. 'People were running in and buying these dolls and there were only two left, so I grabbed one. The woman at the till told me people had been queueing since 5am.'
Bayley got home and unboxed the Coca-Cola special, a white Labubu sipping from a can of cola. 'It was red, so it went nicely with the red tote bag I take to work,' she says. 'My office was very divided on it. I'm fully aware it's a bit ridiculous to have a teddy bear hanging off you when you're 41, but I'm really proud that I own it. It's like a badge of honour.'
Mair says the Labubu obsession also comes down to their clever marketing. The figurines are sold in what's known as 'blind boxes', so shoppers don't know which character they're getting until they open it. Mair says this can trigger the same dopamine rush associated with gambling wins. 'The thrill of the reveal, coupled with the chance of scoring a rare or limited-edition piece, keeps fans coming back for more,' she says.
Rare-edition Labubus are almost impossible to find in shops. One of the most coveted, known simply as 'Secret', has just a 1.4 per cent chance of appearing in a blind box – and is currently up for auction on the online marketplace and clothing reseller, StockX, for nearly £1,600.
Gabriella McCoy, 35, a lawyer from Kent, owns four Labubus. She says the blind boxes are a big part of the appeal for her. 'It's like being a kid again with the Pokemon cards and not knowing what you're going to get,' she says. 'I heard about Labubus on TikTok a month ago, and at first I thought they were weird and ugly, but then I really wanted one. I guess I was just influenced into liking them. They've gone to a whole new level now – I've heard of people making little outfits for their Labubus and jewellery for them.'
Labubu dolls also tap into this season's growing trend for handbag charms. At New York Fashion Week, Coach styled oversized teddy bears swinging from sleek leather totes, while Miu Miu opted for monogrammed chains and cords, and Balenciaga layered keys, lockets and chunky hardware. Now, the look has filtered down to the high street, with stores such as M&S and Cos offering playful bag charms for summer.
It's an aesthetic with roots in the style of singer and actress Jane Birkin, who famously adorned her namesake Hermès bag with ribbons, jewellery and keychains. The Labubu craze speaks to our growing desire for individuality – a way to personalise luxury – but it's also a savvy response to the cost of living crisis. We might not be able to justify a new designer handbag, but a charming new trinket to dangle from it? That feels just within reach.
But if your charm of choice is a Labubu doll, be prepared to queue. These 'ugly-cute' critters have turned into a goldmine for Pop Mart – in 2024 alone, the Monsters IP (which includes Labubu) brought in $419 million, marking a staggering 726.6 per cent year-on-year growth. The craze has also catapulted creator Kasing Lung into the spotlight, with his Monsters illustrations gaining serious traction. In March, one of his pieces sold for £33,000.
So, if you're tempted to join the Labubu craze, which one should you hope to unbox? The colourways sound almost edible – 'Green Grape,' 'Lychee Berry,' and 'Soy Milk' among them. Limited editions include a Vans collaboration and a whimsically titled 'Lazy Yoga' range. Leanne Bayley, for one, has her eye on a pink one to match her candy-coloured handbags.
But how long before Labubus go the way of Beanie Babies – treasured, and then forgotten? One fashion insider tells me the savviest kidults are already moving on to Sonny Angels, Japan's cult naked cherub figurines. You heard it here first…