Forget Luxury Watches. Thieves Are Now Targeting Labubus.
The Chinese plush toy monsters have inexplicably taken the luxury world by storm, often adorned in Cartier jewels or dangling from Birkins. The furry creatures gained popularity in 2018 but soared to the status of global viral trend at the beginning of this summer, owned by everyone from Cher to Rihanna to David Beckham.
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Eventually, a black market emerged for resellers of the viral doll. Once widely available in blind boxes for around $30, Labubus are now a scarce commodity as rare as Beanie Babies in the '90s. In June, a 4-foot-tall version of the toy even sold for $170,000 at the first official Labubu Auction in Beijing.
As popularity only continues to grow, some resellers are willing to risk it all. On August 6, around 1:30 am, four people broke into One Stop Sales in Los Angeles County and stole thousands of dollars' worth of Labubus. The store shared security footage on Instagram, in which the thieves can be seen shattering glass and fleeing the scene with boxes of inventory.
Local officials told The Cut that the boxes of stolen collectibles were valued at approximately $7,000, while the store estimated that the cost was significantly higher, even setting up a GoFundMe claiming the goods were worth over $25,000. Some of their Labubu stock retailed for as much as $500 apiece.
Just a week later and 30 minutes away from the initial heist, another Labubu burglary was reported at a home in Upland, California—seemingly by an unrelated band of thieves, according to The Cut. Detectives from the Chino Police Department recovered 14 boxes of the furry toys stolen from local warehouses and amounting to $30,000.
Police also found evidence that the thieves planned to resell and ship the merchandise across the country, a growing trend amidst the Labubu mania. The recovered property was quickly returned to its rightful owners, according to ABC News.
Once a niche collectible, Labubu has clawed its way to the upper echelons of luxury—and now, apparently, (slightly) organized crime.
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It's a phenomenon driven by its community of fans, rather than top-down orchestration. A TikTok moment Born from the imagination of Hong Kong-based illustrator Kasing Lung, the 'ugly-cute' dolls were catapulted into the spotlight after Blackpink's Lisa was spotted carrying a plush version. That moment triggered a viral TikTok surge and helped drive a 726.6% increase in Labubu-related revenue, now accounting for 25% of Pop Mart's total. What we're seeing isn't a one-off success, it's a structural shift in how cultural IP is created, scaled, and consumed globally. Chinese consumer innovation is entering a new phase, moving from platforms and hardware to emotionally resonant, creator-led IP. These fandom-driven communities bypass traditional media gatekeepers entirely. Other Chinese firms are accelerating this shift. Xiaomi, Miniso, and Heytea are part of a new generation of brands not competing on price or scale, but by building fan communities, embedding emotion, and turning cultural resonance into business strategy. The orchestration of desire Labubu's rise is no accident. Sold in 'blind boxes'—sealed packaging that hides the variant inside—it's more than clever merchandising. It's behavioral design. The randomized reward system mirrors gaming mechanics, tapping into dopamine loops and repeat engagement. Over 1.7 million TikTok videos tagged #Labubu feature unboxings. Limited editions, like the Rainbow Labubu, have fetched over $150,000 at auction. Instead of relying on loyalty programs or sales funnels, the brand creates micro-moments of surprise that make shopping feel like play. Its 66.8% gross margin reflects not just operational efficiency, but emotional value. The retail strategy—vending machines, roboshops, and immersive flagships—is designed for experience, not efficiency. 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