Labubu is a plush monster toy that has become a major commercial success. Pop Mart's Monsters series generated around $670 million in revenue in the first half of 2025 and is on track to exceed $1 billion by year-end. Sales rose 688% year-over-year, surpassing Mattel brands like Barbie and Hot Wheels. The toys are sold in a mystery 'blind box' format and gained international popularity after BLACKPINK member Lisa revealed her obsession. Celebrities including Cher, Kim Kardashian, Paris Hilton, and Marc Jacobs have been spotted with Labubu keychains on designer bags. The ten-year-old, mythologically-inspired characters are highly sought after and difficult to obtain.
This week, Labubu-maker Pop Mart released its financial results for the first half of 2025, giving the public more insight into just how rabid the world is for this plush monster toy. Pop Mart's Monsters series, which includes Labubu, generated around $670 million in revenue in the first half of the year, putting it on track to earn over $1 billion by the year's end. That's a 688% increase year-over-year, even eclipsing the sales of Mattel toys like Barbie and Hot Wheels.
Sold in a mystery "blind box" format, these toys - sold by Chinese company Pop Mart - blew up in popularity internationally when BLACKPINK member Lisa confessed her obsession with the ugly-cute creatures. Then, celebrities like Cher, Kim Kardashian, Paris Hilton, Marc Jacobs and others were spotted with Labubu toys, which sometimes hang off of their designer bags as keychains.
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