2025-07-18T20:48:20Z

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Ever wonder why those fuzzy little creatures are hanging from every teen's backpack? Meet Labubu, the newest obsession sweeping across the globe! These quirky toys have not only captured the hearts of children under 15 but have also sparked a frenzy on TikTok.

The phenomenon was even spotlighted on NPR's witty quiz show, 'Wait, Wait, Don't Tell Me.' To delve into what makes these dolls so captivating, GBH's renowned host, Henry Santoro, brought in Alexander DePaoli, a marketing expert from Northeastern, for a riveting chat on the program 'Henry in the Hub.'

DePaoli described Labubu as an enchanting line of collectibles by Pop Mart, a Chinese toy company. He painted a picture of these 'monster elves' as adorably offbeat, striking a perfect balance between cute and quirky. But why are they such a hit? Well, besides being irresistibly charming, these dolls double as accessories—think keychains and purse charms—that are popping up everywhere.

It turns out that Labubu’s charm isn't just a recent phenomenon. They've been around for nearly a decade but truly skyrocketed to fame last year. And the catalyst? A viral moment when a member of the K-pop powerhouse Blackpink was spotted wearing one. This exposure snowballed thanks to other global icons like Dua Lipa and Rihanna, who helped cement Labubu's status as a must-have in the West.

DePaoli noted the remarkable sales traction outside China, which accounted for 40% of its $1.8 billion revenue last year. TikTok has played a crucial role in propelling this cult following, with countless unboxing videos fueling its mystique.

But how long can this fad last? While crazes come and go—remember Beanie Babies and Cabbage Patch Kids?—DePaoli suggests Labubu may have more staying power. Unlike traditional toys, Labubu serves a dual purpose as an accessory, making it easier for fans to justify their undying love.