SHANGHAI, CHINA – In an era where adulthood is often synonymous with stress and responsibility, a mischievous, sharp-toothed creature named Labubu has emerged as an unlikely symbol of joy, nostalgia, and rebellion against conventional maturity. Created by Hong Kong artist Kasing Lung and popularized by Chinese toymaker Pop Mart, this fluffy, elf-like monster has transcended its origins as a collectible toy to become a cultural phenomenon, embraced by celebrities, fashionistas, and everyday adults seeking a playful escape.
The Rise of the Kidult Economy
The term “kidult”—referring to adults who indulge in toys, games, and childlike hobbies—has evolved from a niche trend into a booming market. According to The Toy Association (2025), 73% of American parents buy toys for themselves, while Circana (2024) reports that consumers aged 12+ account for £1 in every £3 spent on toys in the UK 1. By 2034, kidults are projected to make up one-third of all toy sales in the EU, signaling a seismic shift in consumer behavior 6.
Pop Mart’s blind-box model, where buyers don’t know which figurine they’ll get until opening the package, has fueled Labubu’s success. The thrill of hunting for rare editions—some reselling for 20-30 times their retail price—has turned collecting into a high-stakes hobby 69.
Why Adults Are Obsessed with Labubu
1. Nostalgia & Emotional Comfort
In an uncertain world, Labubu offers a psychological safe haven. Unlike traditional toys tied to specific childhood memories, Labubu evokes a universal sense of wonder, transporting adults back to simpler times 6.
2. The Science of Play
Research shows that adult play reduces stress, boosts creativity, and enhances cognitive function. For many, arranging Labubu displays or fidgeting with a keychain during work meetings serves as a mindful escape from daily pressures 6.
3. The “Ugly-Cute” Appeal
With its oversized ears, jagged teeth, and mischievous grin, Labubu falls into the “ugly-cute” category—a design that paradoxically triggers “cute aggression”, the urge to squeeze something overwhelmingly adorable. This aesthetic makes Labubu feel more relatable and emotionally engaging than traditionally “perfect” toys 610.
4. A Fashion & Status Symbol
Labubu has transcended toy shelves to become a luxury accessory, spotted on Hermès bags, Prada totes, and even at the Cannes Film Festival 610. Celebrities like Blackpink’s Lisa and Rosé have amplified its appeal, turning it into a must-have lifestyle item rather than a childish indulgence 6.
The Global Frenzy & Economic Impact
Sales Surge: Labubu-related revenue skyrocketed 8.3x in 2024, generating ¥3 billion ($419 million) for Pop Mart 36.
Secondary Market Boom: Rare Labubu figures have sold for ¥22,403 (originally ¥9,000) in auctions, while limited editions fetch 3000% markups 69.
Cultural Export: Labubu’s success reflects China’s shift from manufacturing to IP creation, with Pop Mart’s market cap now surpassing $38 billion—even eclipsing Japan’s Sanrio (Hello Kitty) in some metrics 78.
The Future: More Than Just a Toy
Pop Mart is expanding beyond toys, launching jewelry stores featuring Labubu-themed rings and accessories priced up to ¥2,699 ($375) 9. Analysts compare its potential to Disney, suggesting Labubu could become a multi-billion-dollar franchise spanning media, fashion, and entertainment 9.
Conclusion: A Wellness Revolution in Disguise
Labubu isn’t just a toy—it’s a cultural reset, challenging the notion that adulthood must be joyless. In a world where stress and digital overload dominate, these fluffy monsters offer tangible comfort, creative expression, and a rebellious embrace of playfulness. As the kidult movement grows, Labubu stands as proof that growing up doesn’t have to mean giving up wonder.
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