Michelle Chapman, AP Business Writer
Lovebu, a luxurious toy from China’s Pop Mart, is a social media beloved, but the little monster with teeth is far from a one-night success. The Lovebus, which appeared 10 years ago, may have finally solidified its position in the collectable toy market for the next few years.
In 2015, in three picture books inspired by Norse mythology, Labubu by artist and illustrator Kasing Lung first appeared with pointed ears and pointed teeth.
In 2019, Lung signed a contract with Pop Mart, a company that caters to toy enthusiasts and influencers to sell Labubu figurines. However, since Pop Mart began selling Lovebu stuffed toys with keyrings in 2023, it suddenly seemed like toothed monsters were everywhere, including the hands of Rihanna, Kim Kardashian and NBA star Dillon Brooks. BlackPink K-Pop singer Lisa has begun posting images of her for her over 100 million followers on Instagram and Tiktok, where Labubu Pandemonium broke out.
Posts and counts of 1.4 million #Labubu Tiktok, videos of fans unleash them, showing their inspired style, and of course Labubu Cosplay.
Fans are engrossed in lovebu play and fashion mashups, creating accessories for handbags, backpacks and belts, and hanging from car mirrors.
“The character has evolved into a collectible style symbol, resonating with fans who connect with a quirky aesthetic and unique backstory,” said Emily Bloff, head of IP licensing in America.
Lovebu is a big hit at Pop Mart. That revenues have more than doubled in 2024 to 13.04 billion yuan ($18.1 billion). According to the company’s annual report, revenue from Pop Mart’s luxury toys skyrocketed over 1,200% in 2024, and nearly 22% of overall revenue.
Aside from the ability to draw attention to toy enthusiasts and fashionistas, Lovebu latched into the blindbox phenomenon. There, the buyer doesn’t know exactly which version of the gorgeous toy they’ll get.
And Pop Mart has confirmed that there is lovebu for everyone, regardless of income. According to Brough, most are widely furious between $20 and $300, with certain collaborations or limited editions getting higher prices.
Unlike many toys, Lovebu’s followers include many adults. Buyers over the age of 18 achieved an increase of more than $800 million in the US toy market in 2024 from the previous year, according to market research firm Circana. Mostly female adult shoppers bought their own toys. In the first quarter of 2025, toy sales for those over 18 rose 12% from the previous year. At $1.8 billion, adults accounted for the highest spending of all age groups in the quarter.
Like many retailers, Pop Mart is actively monitoring negotiations between the US and almost all of its trading partners, as prices can be affected. The situation with China is at the forefront, and President Donald Trump said Friday he “violated” a deal with the US on trade talks.
Currently, Pop Mart, whose products are manufactured across Asia, says it is a blind box vending machine that will continue to expand production across online shops, retail stores and blindbox vending machines, and meet the growing demand.
The shortage of supply has led to long lines at stores and at least one physical battle at British shopping centres. Pop Mart said in an Instagram post last month that it has temporarily stopped selling all in-store and blind box machines from Peter Shipman, the UK in Europe. In a Facebook post, the company said it is currently working on a new way to distribute toys to stores.
Resellers are a problem, and many Labubu fans are still willing to pay the exorbitant price markup.
Kenna Flynn was recently at the Grove Shopping Center in Los Angeles when she stumbled on a love bus sold at kiosks. Flynn said the price was “really bad” on Sunday at Tiktok, but her boyfriend bought two anyway.
“At some point you can’t buy them,” Flynn said in her video. “I’m here because I just want Lovebu and can’t buy it from Pop Mart.”
Aiming to keep up with overwhelming demand, Pop Mart says it’s on track for another 50 retailers in the US by the end of the year. Pop Mart says he plans multiple new Labubu releases that are tied to seasonal moments and holidays throughout the rest of the year, so it gives shoppers the opportunity to hunt love buses.
Original issue: June 4th, 2025, 2:31pm EDT
