5 days ago
Labu-who? New Chinese plush toys called Wakukus knock Labubus off their pedestal after fans realise they're half the price of Pop Mart dolls
Trend-chasing TikTokers have set their sights on a new collectable toy that rivals Labubu dolls - and they're a fraction of the price.
Chinese toy maker Pop Mart's Labubu monster dolls took the internet by storm as one of the most bizarre and divisive fads of 2025.
The charms have been used as a unique fashion statement and have been spied adorning the handbags of celebrities and influencers, notably including Rihanna and Dua Lipa.
But as the sharp-toothed, grinning plushies' craze begins to wane, a rival toy is rising in popularity.
Wakuku dolls, sold by Chinese retail chain Miniso, are the newest toy trend exploding onto the scene thanks to their lower price points, key ring attachment accessories, and mischievous smirks.
Fans have been saying they are 'obsessed' with the 'adorable' toys as Wakuku videos gain thousands of views on social media.
Videos of shoppers in China queuing around the block outside Miniso stores have shown how popular the dolls are in the country - and now the hype has made its way to the UK.
Labubus are inspired by the illustrated book series The Monsters, created by Hong Kong artist Kasing Lung, in which Labubus are a tribe of female elves.
Wakukus' faces have a 'trademark' monobrow, a snaggle tooth, freckles and huge upward glancing eyes while they were furry onesies and little rubber boots
Chinese toy maker Pop Mart's Labubu monster dolls took the internet by storm as one of the most bizarre and divisive fads of 2025 - now Wakuku has entered the scene as a rival
They have a wide smile, bunny ears, nine sharp teeth and large, round eyes and attach to handbags as a quirky accessory.
However, Wakukus' faces have a 'trademark' monobrow, a snaggle tooth, freckles and huge upward glancing eyes while they were furry onesies and little rubber boots.
Each Wakuku comes with its own hat in various shapes and colours as well as a charm necklace.
They are available in a variety of styles and, just like Labubus, shoppers buy the dolls blind, not knowing which type they are going to get.
As a result, TikTok has been flooded with Wakuku 'unboxing' videos, where users film themselves opening the packaging of their dolls to see which style they got.
Millennials and Gen Zers on the video platform have been obsessing over Wakukus, with many saying they prefer the kitschy toys over Labubus.
'I need one on every bag IMMEDIATELY,' one user wrote, and another said: 'So much cuter than Labubus.'
'The Wakuku thing looks really prettier,' a third remarked.
'I agree and I don't get how people aren't crazed about Wakuku. I'm waiting on my first full set!' someone replied.
One woman appealed to her followers to decide whether she should hang a Labubu or Wakuku toy on her bag.
'Wakuku for sure. Maybe alone to hype it up. It's new and deserves the attention,' one viewer said.
'Wakuku forever,' another agreed and a third wrote: 'I have just now discovered Wakuku and it's so adorable I need one. More trinkets is always better.'
While a pack of six legitimate Labubus retail for over £100, a single doll can go for thousands depending on their rarity.
Wakukus, on the other hand, have a much more affordable price tag, which could be why so many people are snapping them up.
They retail at around £20 each, but fans can snap up one doll from AliExpress for as little as £7.31.
It comes after psychologists warned that owning Labubu toys could be a sign of deeper emotional struggles.
While the trend may seem harmless, it has raised eyebrows among mental health professionals - particularly as some fans admit to spending hundreds, even thousands, on the tiny toys.
From unboxing videos to elaborate displays, fans of the quirky creatures say they're a cute collectable item, but experts say there might be more going on under the surface.
Chartered clinical psychologist Tracy King, who has been tracking the rise of 'trinket culture' among younger generations claims it is a 'response to burnout and disconnection.'
King claimed the Labubu toy craze is not 'a shallow trend', but is actually a 'psychological response' to the unpredictable climate Gen Z are growing up in.
Speaking to Tyla, she explained: 'On the surface, they're fun and whimsical. But psychologically, they're deeply symbolic: these objects offer small, accessible moments of comfort, control, and identity in an unpredictable world.'
She claimed Gen Z don't have the same financial security as past generations with home ownership on the decline - leaving many young people feeling out of control. However, collectibles are 'something you can control'.
The psychologist went on to explain how, while previous generations were largely saving for mortgages and pensions, Gen Z are instead 'investing in now'.
Dr King said: 'They've watched global crises unravel with pandemics, recessions, the climate emergency—so the big life goals that guided previous generations often feel out of reach.
Dr King clarified that they are not collecting the toys 'out of immaturity' but instead is a 'form of emotional repair'.
She added: 'These soft, playful objects evoke feelings of safety, care, and nostalgia, things that might've been missing or cut short in early life. This is inner child work in action.'
Fellow psychologist and co-founder of US Therapy Rooms, Dr Daniel Glazer, agrees that the Labubu trend reflects deeper generational patterns.
He told the publication that Gen Z came of age during a time marked by economic instability and the pandemic, a period when traditional life milestones felt delayed or out of reach.
In response, many have turned to so-called 'micro-luxuries' like collectible toys, using small purchases to reclaim a sense of control and instant gratification in a world that often feels uncertain.
Limited edition versions of Labubu can fetch staggering prices on resale platforms, and online communities are flooded with users showing off entire shelves filled with dozens of the figures.
Meanwhile research psychologist Dr. Emma Palmer-Cooper warned Tyla that when collecting becomes obsessive, taking up too much space, money, or fostering unhealthy competition, it be harmful.
While collecting can support psychological needs, it may also become a form of avoidance, distracting from deeper emotional issues.
Back in June, a one-of-a-kind Labubu doll sold for a staggering $150,000 (£112,000) at the Yongle International Auction in Beijing.
Most of the plush, furry dolls, which have big teeth and elf-like ears, are pocket-sized and cost around £39–£65.
The auction was the first to be dedicated to Labubu-brand products. Nearly 1,000 participants were bidding online or in person for at least one of 48 lots that were up for sale.
By the end of the auction, all of the Labubu collectibles were sold, racking in more than $500,000 (£372,000) in sales.
The auction house is now planning to hold more events dedicated to this toy brand due to the 'growing momentum of pop art in the auction market.'
