What are the viral Labubu dolls and why are the fluffy toy monsters so popular?

Despite their cute fluffy ears and sharp-toothed grin, these dolls are part of a conspicuously grown-up consumer conversation

‘The queues, the celebrity vaunting and the online Labubu fandoms exist in a conspicuously grown-up consumer conversation.’ Picture: Pop Mart

Labubu dolls first hit the market in 2019, but in 2025 they’re sustaining a viral moment. We should ask ourselves why.

News.com.au reports that recent “drops” of the toy in Australia have seen queues form for blocks around its distributor, Pop Mart, with 3am-risers racing to meet the arrival of restocked merchandise. A Pop Mart spokesperson insists such a mania in pursuit of the highly-collectible plushies and miniatures has gripped Australia “like never before”.