By now, you’ve probably already heard of Labubus, those cute, fluffy dolls with a mischievous expression that are the trendiest accessory of the moment.
In 2024, they became the trend that replaced the Sonny Angels and Smiski, but the interesting thing about these fun little creatures is that they have managed to maintain their relevance to this day. A feat few products can claim in this era where the ephemeral is the norm.
This is an achievement few products can boast about in this era where ephemerality is the norm, and it has greatly benefited Pop Mart, the Chinese toy company that exclusively produces and distributes Labubus. This is evident when looking at Pop Mart’s results for the first half of 2025, a period during which the company reported 13.876 billion yuan (about 1.9 billion USD dollars) in revenue, a 204% year-over-year increase.
As for the company’s net profit, it reached 4.6817 billion yuan (655 million USD dollars), a 385.6% increase compared to the first half of 2024.
If we look at Pop Mart’s financial report for the first half of 2025, we discover that the The Monsters series (which includes the Labubus) generated 4.814 billion yuan (670 million USD dollars) in revenue. This figure represents an outstanding increase of 688% compared to the income recorded in the same period the previous year.
Breakdown of Pop Mart’s revenue by product line
The report states: “Labubu, a member of The Monsters family, gained significant global recognition as an intellectual property due to its distinctive artistic appeal, becoming one of the most sought-after worldwide in the first half of 2025.” Furthermore, the company attributes the success of The Monsters to “the continuous improvement in product design and innovation to meet the diverse needs of consumers.”
It is worth mentioning that these results coincide with the celebration of the 10th anniversary of these little monsters, which have become a global cultural phenomenon. To mark this milestone, Pop Mart launched this year the third generation of the Labubu vinyl plush series “Big into Energy” and the “Wacky Mart” line.
Additionally, the company has effectively boosted the relevance of the Labubus by taking advantage of the media spotlight: “The Monsters have been invited to participate in fashion shows, television programs, and other events on numerous occasions, strengthening their interaction with fans, and their performances continued to receive massive attention.”
These dolls, created by artist Kasing Lung, were made in 2015. Lung was born in Hong Kong but raised in the Netherlands, and his contact with Norse mythology inspired him to design the Labubus, drawing from the creatures in these stories.
Later, in 2019, Lung partnered with the Chinese toy company Pop Mart to market these expressive, furry characters with pointy ears, huge eyes, and mischievous smiles under the “The Monsters” collection.
But success is unpredictable, and it was in mid-2024 when the Labubus achieved global viral status. This was primarily due to Lisa, the singer from the K-pop group Blackpink, being spotted with one of these dolls. This visibility boost helped Labubus become the most coveted accessory of the moment and a trending topic on social media platforms like TikTok.
Additionally, the artist herself has become an unwavering fan of these little monsters, sharing her vast collection on social media.
@chaeyoung4everme 200 isn’t too much but for some it is @tiktokglobal PLEASE DONT FLOP YHIS OR ESLE #labubu #labubuthemonsters #labubuhaveaseat #labubuunboxing #labubuclothes #labubuthailand #lisa #lalisa #blackpink #iwonyouny #pleasegoviral #viral #kpopfypシ #kpopfyp #kpoptiktok ♬ original sound – POP MART
You can buy an original Labubu and various merchandise items on Pop Mart’s Spain page, where prices start at €9, and in some cases, exceed €1,000. However, most items range between €15 and €25.
They can also be found on Amazon, with prices typically ranging from €10 to €20.
Currently, there are more than 10 collections encompassing about 300 different Labubus based on color, size, and pose. Some of the most popular ones include:
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Una publicación compartida por PRONOUNCE (@_pronounce)
If the Smiski were the shy friends of the Sonny Angels, the Labubus are the mischievous neighbors who came to revolutionize the neighborhood, and boy, have they succeeded.
One of the keys to success that these three dolls have in common is the fact that they market several of their versions through surprise packs, adding an element of anticipation to their purchase and making their unboxing even more shareable on social media.
Ver esta publicación en Instagram Una publicación compartida de POP MART North America (@popmart_us)
Una publicación compartida de POP MART North America (@popmart_us)
However, Labubus have managed to maintain and even increase their global fame, while Sonny Angels and Smiski have lost relevance.
As we can see in the following Google Trends chart, all of these figures presented similar levels of popularity (with Sonny Angels even outpacing Labubus) until August 2024. After this moment, the paradigm shifted, Smiski fell behind, Labubus took off, and Sonny Angels had a brief initial spike that eventually declined.
Interest in “Labubu”, “Sonny Angel”, and “Smiski” globally / Source: Google Trends
But the overwhelming success of Labubus has not only surpassed that of their friendly competitors, but it also stands out against other topics and relevant figures. In recent days, these little monsters have even surpassed the very own Taylor Swift in search trends on Google.
Interest in “Labubu” and “Taylor Swift” globally / Source: Google Trends
The results are even more striking when comparing the search trends for these creatures with that of the famous Disney mouse. Labubus have not only surpassed Mickey Mouse, but in the last week, they have created a significant lead, reaffirming their status as a topic of major interest.
Interest in “Labubu” and “Mickey Mouse” / Source: Google Trends
But what makes these mischievous creatures so special? Well, beyond their cuteness and the experience offered by their surprise packs, one of the strong points of the Labubus is their utility as accessories and, quite frankly, they are easier to showcase than a Sonny Angel.
And that’s because the Sonny Angels are sold as collectible figurines, but also as accessories that can be attached to your mobile phone, computer, etc. During their peak, it was common to see them adorning mobile phones, a trend that seemed somewhat uncomfortable due to the added weight and bulk on these devices.
Meanwhile, the Smiski are promoted as figurines to decorate your home and add a magical touch at night thanks to their luminescent material. These features helped them be a trend for a while, but as often happens with trends, interest returned to stable levels.
On the other hand, the Labubus are marketed as collectible dolls that usually include a hook so they can be carried as keychains or accessories attached to your bag or backpack. This enhances their sale by tying them to an aesthetic component, making them another way to add personality to an outfit.
@rebecastonesCREATING LOOKS INSPIRED BY MY LABUBUS!!! omgggg, which look is your favorite??♬ original sound
Photo: Pop Mart
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