What is Labubu? Meet the cute-but-creepy trending collectable toy monster
The quirky, toothy toy that's taking over TikTok and your child’s wishlist — here’s everything parents need to know.
If your little one has recently started asking for something called "Labubu" — or you’ve noticed some strange, gremlin-like dolls cropping up on social media — welcome to the wonderfully weird world of Labubu.
This bunny-eared, mischievously grinning character might just be the next Jellycat, and parents across the UK are learning fast that these curious collectables aren’t just for kids.
Here’s everything you need to know about the toy that’s currently trending in playgrounds, Pop Mart stores, and yes, TikTok unboxing videos.
What is Labubu?
Labubu is the star character from The Monsters, a fairy tale picture book series by Hong Kong-born artist Kasing Lung, inspired by Nordic folklore.
She (yes, Labubu is a girl!) is an elf-like creature with wide eyes, pointed ears, and a mischievous smile showcasing nine sharp teeth. Think: if Where The Wild Things Are met kawaii culture with a twist of mischief.
Originally introduced in 2015, Labubu went from book page to cult toy status in 2019 thanks to a collaboration with Chinese brand Pop Mart. Since then, she’s exploded into a full-blown global trend, especially among Gen Z and millennial collectors.
What’s a “blind box” – and why do kids love them?
If you’ve seen the term “blind box” and wondered what it means, you’re not alone. Blind boxes are sealed toy packages where you don’t know exactly which character you’re getting until you open it — a bit like a Kinder Egg, but without the chocolate.
Labubu toys are sold this way, meaning each purchase is a surprise. There are common designs and rarer “secret” ones, which add an exciting element of luck (and a bit of trading drama on the playground).
For kids, it’s a thrill. For parents, it can be a little stressful — especially if your child’s determined to collect them all!
If your little one is into collectables or enjoys that rush of surprise, blind box toys like Labubu are right up their street. Just be prepared for the “Can I get another one?” requests — especially if they didn’t unbox the one they were hoping for.
Why is Labubu so popular right now?
The short answer? TikTok and celebrity power.
Labubu’s quirky-cute look and blind box packaging (you don’t know which design you’re getting until you open it) make her a hit on social media.
Collectors and creators have taken to filming their unboxings, and the surprise element only fuels the frenzy. The #labubu hashtag has racked up millions of views.
In April 2024, Blackpink’s Lisa casually posted a snap of her handbag adorned with a Labubu keyring — and just like that, a niche collector’s item went viral. Within weeks, stores were struggling to keep up with demand.
Even ex-Love Islander Olivia Attwood has joined the club, gleefully referring to herself as “mummy” in TikToks as she shows off her growing Labubu collection.
Should I buy Labubu for my child?
Absolutely — if you can find one. The dolls have proved so popular, they’re becoming harder to get hold of, with sell-outs common online and in-store. But if you can’t track down a doll, the keychains are a great place to begin.
Labubu toys come in all shapes and sizes, from tiny plush keyrings (perfect for school bags) to larger vinyl figures and cuddly dolls. Prices start around £10 for smaller designs, but limited-edition versions can sell for hundreds — so it’s worth double-checking what your little one’s really asking for.
Labubu is also part of a wider kid-friendly universe of characters, including sweet pastel-hued Mokoko and snowman-like Spooky, making it perfect for imaginative storytelling and gentle monster fun.
That said, many designs have a cheeky, slightly spooky edge. While not scary, younger children might need a proper intro — especially if they’re more used to soft bunnies than toothy smiles.
Why do adults love Labubu too?
Let’s be honest — Labubu’s appeal doesn’t stop with kids. In fact, you might find yourself falling down a collector rabbit hole after buying one “just for your child.”
According to recent figures, 41% of UK adults have bought toys purely for themselves. The rise of “kidulting” — the grown-up love for nostalgia-fuelled toys like Jellycats, Beanie Babies and, now, Labubu — taps into our craving for simpler times and sensory comfort.
Whether it’s the soft fur, the surprise unboxing thrill, or the joy of displaying a cute, slightly odd creature on your bookshelf — Labubu offers a little bit of whimsy in a world that’s anything but.
Where can I buy Labubu?
Labubu toys are officially sold by Pop Mart, either online, in their stores, or through their dedicated vending machines known as Robo Shops — including one now open at Selfridges!
You’ll also find a few options in UK-based collector shops and online retailers — just be sure to watch out for fakes.
To spot a real Labubu, count the teeth (nine, exactly!), check for a UV stamp on newer models, and make sure tags and packaging match official branding.
Labubu is more than a passing fad — she’s a playful, pocket-sized reminder that imagination is for all ages. Whether your child wants one to cuddle, or you find yourself sneakily adding one to your own online basket, this quirky character is here to bring a bit of mischief (and a lot of charm) into everyday life.
And if all else fails? Just tell yourself it’s for the kids.
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Authors
Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.