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Labubus Are on Track to Be a Billion-Dollar Business This Year
Pop Mart, the Chinese company behind the Labubu franchise, has sold $670 million worth of related products so far this year—more than iconic US toy lines Barbie and Hot Wheels.
The Monsters franchise, designed by Chinese-Dutch artist Kasing Lung and primarily represented by the character Labubu, generated over 4.81 billion RMB ($670 million) in revenues for Pop Mart in the first six months of 2025, a 668 percent increase compared to the same period last year. First in China and then in the West, the soft Labubu keychains have been used as bag charms and accessories by celebrities like Rihanna, Lady Gaga, and Kim Kardashian, fueling a social media obsession and causing them to sell out everywhere. Because of a supply shortage deliberately orchestrated by Pop Mart, some of the company’s products, including the Labubu plush dolls, are traded for far more than their list price on second-hand markets, profits of which are also not reflected in its earnings.
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