Labubu could make $1 billion this year

In Brief

Labubu is a plush monster toy, but it’s also on track to be a billion-dollar business.

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.

These ten-year-old, mythologically-inspired characters have now become as popular an accessory as a Telfar bag in 2020, and they’re just as hard to get your hands on.

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