Labubu, a palm-sized plush toy known for its quirky design featuring sharp teeth, has surged in popularity, leading to an overwhelming demand that has forced its distributor, Pop Mart, to halt in-store sales across the United Kingdom. This decision comes in response to chaotic crowds and safety concerns observed during restock days, where customers have reported intense queueing, surges, and even altercations.
Pop Mart announced on Instagram that due to the increased turnout for Labubu toys, they are temporarily suspending both in-store and Roboshop sales while continuing online transactions. This plush toy, a creation of Hong Kong illustrator Kasing Lung, has garnered a cult following since its introduction in 2015, but its popularity has recently exploded, especially among celebrities like Rihanna and Dua Lipa, who have been spotted with the plushies at various events, including Paris Fashion Week.
The impact of Labubu’s rise is significant, as evidenced by Pop Mart’s financial growth. The company’s revenue outside of China surged by 375.2%, reaching approximately $700 million in 2024, with Labubu alone contributing around $420 million to the total revenue.
Social media, particularly TikTok, has played a pivotal role in this frenzy. The hashtag “Labubu” boasts over 1.4 million posts, showcasing both unboxing videos and scenes of the chaos occurring outside stores. Users have highlighted the absurdity of the situation, with one TikTok creator cautioning viewers against risking their safety for the plush toy, after witnessing confrontational scenes firsthand.
Retail consultant Sarah Johnson suggested that the suspension of sales may be a strategic move by Pop Mart not only to control crowds but also to enhance the allure of the toy through scarcity, potentially boosting online sales. TikTok’s influence is undeniable, as it functions as a constant marketplace that amplifies interest in trending products.
Meanwhile, stories of altercations over Labubus continue to emerge. An ITV reality show contestant recently shared her experience of getting into a confrontation at a London store while trying to purchase a toy, illustrating the extent to which the quest for Labubu has escalated.
In light of this situation, the pause in physical sales could be a necessary step for both customer safety and brand management, and it serves to highlight the growing intersection of retail and social media dynamics. This event showcases not only the power of influencer culture but also the capacity for brands to navigate popularity spikes in a responsible manner.