Labubu Projected to Reach $1 Billion in Revenue

Labubu: From Plush Toy to Billion-Dollar Phenomenon

Labubu, initially conceived as a plush monster toy, is rapidly ascending to become a business valued at over a billion dollars.

Pop Mart, the creator of Labubu, recently unveiled its financial performance for the first six months of 2025. These results offer a clearer understanding of the immense global demand for this unique plush toy.

Explosive Revenue Growth

The Monsters series by Pop Mart, featuring Labubu, has generated approximately $670 million in revenue during the first half of the year. Current projections indicate that the series is poised to exceed $1 billion in earnings by the end of the year.

This represents an extraordinary year-over-year increase of 688%. Remarkably, sales have even surpassed those of iconic Mattel brands like Barbie and Hot Wheels.

The Rise of the Blind Box

These toys, originating from the Chinese company Pop Mart, are distributed in a mystery “blind box” format. Their international popularity surged following a public declaration of affection from BLACKPINK’s Lisa.

Subsequently, numerous celebrities, including Cher, Kim Kardashian, Paris Hilton, and Marc Jacobs, were observed carrying Labubu toys. These toys are often displayed as keychains attached to high-end designer handbags.

A Coveted Accessory

These characters, rooted in mythology and first introduced a decade ago, have achieved a level of accessory popularity comparable to the Telfar bag in 2020.

Acquiring these sought-after items is proving to be equally challenging.

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