Labubu: the plush toy that turns heads on social media

The Labubu plush toy has become a real fashion phenomenon in recent months. This creature, part amphetamine-fueled rabbit, part magical creature, is all the rage in playgrounds. But this new fashion phenomenon may cause some mischief.

Created in Hong Kong by artist Kasing Lung, this colorful little plush toy, with big ears, a mischievous look, and sharp teeth, was launched by Chinese giant Pop Mart. Its marketing strategy is very simple: flood social media and create scarcity.

And to make the plush toy stand out as much as possible, it's important to display it with international stars. Dua Lipa, Rihanna, Kim Kardashian, David Beckham, and Paul Pogba have all been seen carrying these little figurines.

Following this publicity stunt, a small number of them were released, and numerous special editions were created. All this with the aim of attracting fans and compulsive collectors.

The result: in Seoul, we're seeing endless queues, while in London, shoppers are actually camping outside stores waiting for the new model to be released. This has led to riots. People have even fought over Labubu plush toys.

In 2024, the brand even had to temporarily withdraw its figurines from the South Korean and British markets after disturbances and chaos in stores.

And all of this has consequences on price. Inevitably, if it's a fad, it has an economic impact. By supporting this craze, we create strong demand, we generate scarcity. And in economics, what's rare is expensive.

Initially priced at €6, the simple plush toys now fetch between €20 and €30. A giant 131-centimeter Labubu sculpture even sold for around €156,000 at the first auction dedicated to these dolls.

This has also attracted fraudsters. This month, Shanghai police dismantled a criminal network that was manufacturing and selling counterfeit Labubu plush toys, Lafufu, worth a total of $1.7 million. Be careful, there are many counterfeits online.

Finally, on the financial side, the Pop Mart brand, which sells Labubu, has benefited greatly, with its share price rising 600% in one year on the Hong Kong stock exchange. Who would have predicted that you'd have to bet on a stuffed animal to make a fortune in 2025?