Toy Story

From a maniacal following to a demonic linkage, Labubu dolls have become the talk of town in a short time

- By SAMIDHA JAIN

First there was Pokémon Go—an augmented reality game where players had to find fictional creatures in the real world. You could see fans walk into odd corners, jump on trees or travel to remote locations to ‘catch’ Pokémons (short for pocket monste:

Another monster creature—this time, the Labubu dolls—is back into public imagination. This quirky, elf-like character, originally imagined as a mischievous little monster by Chinese toy giant Pop Mart in 2019, has evolved into a global collectible phenomenon. What started as a niche designer toy has now entered the mainstream, driven by an ever-growing fanbase and powerful celebrity endorsements.

From Rihanna and Dua Lipa to Kim Kardashian and BLACKPINK’s Lisa, a growing list of A-listers have embraced Labubu. In India too, celebrities like Ananya Panday, and influencers like Shantanu Dhope and Alicia Kaur have spoken about their affinity for it. Across cities like Shanghai, London and Tokyo, fans are lining up in droves to get their hands on the latest Labubu release. Ever since the craze took off, Pop Mart has seen its profits nearly triple over the past year, driven largely by the global obsession with Labubu.

The name 'Labubu' itself carries no literal meaning. It's a whimsical, made-up word that serves as the moniker for one of the central figures in The Monsters toy series, created by Hong Kong-born illustrator and designer Kasing Lung.

The Labubu universe includes a cast of other beloved characters, such as the tribe's leader Zimomo, her boyfriend Tycoco and her friend Mokoko—each of whom has inspired their own sought-after dolls. To casual observers, these figures may look similar, but seasoned collectors know the subtle differences. Labubu's soaring popularity has boosted the entire lineup, with its companions now enjoying their own cult status and selling out just as quickly.