The Rise of Labubu and Other Toy Crazes Through the Years

Pop Mart has struck it rich. The Chinese company that caters to toy connoisseurs and influencers said this week that it expects profit for the first six months of this year to jump by at least 350% compared with the prior-year period, largely because of its smash hit plush toy, the Labubu. Pop Mart joins a small list of companies that have tapped into the zeitgeist, drawing in millions of buyers who, for one reason or another, simply must get their hands on a toy or gadget of the moment.

But what makes the Labubu a must-have, or any toy for that matter, is a decades-old question that toy makers have yet to figure out.

Here’s a look at some of the most popular toys over the years.

Cabbage Patch Kids

Cabbage Patch Kids began as chubby-faced dolls with yarn hair that came with adoption papers. During the 1980s the dolls were so popular that parents waited in long lines at stores trying to get a hold of them. More than 90 million Cabbage Patch Kids were sold worldwide during their heyday.

Beanie Baby

Beanie Babies captivated consumers in the mid-1990s. The cuddly $5 toys were under-stuffed for maximum hug-ability, stamped with cute names on their Ty Inc. tags, and given limited edition runs.

Tamagotchi

Looking for a pet without the real-life responsibilities? Well then the Tamagotchi electronic pet from Bandai was for you. Consumers were hooked on the egg-shaped plastic toy that first launched in Japan in 1996 and became a craze worldwide in the late 1990s and 2000s.

Fidget Spinner

Fidget spinners — the 3-inch twirling gadgets that took over classrooms and cubicles — were all the rage in 2017. The toy was considered somewhat of an outlier at the time, given that it wasn’t made by a major company, timed for the holiday season, or promoted in TV commercials.

Labubu

The Labubu, by artist and illustrator Kasing Lung, first appeared as monsters with pointed ears and pointy teeth in three picture books inspired by Nordic mythology in 2015.

In 2019 Lung struck a deal with Pop Mart, a company that caters to toy connoisseurs and influencers, to sell Labubu figurines. But it wasn’t until Pop Mart started selling Labubu plush toys on key rings in 2023 that the toothy monsters suddenly seemed to be everywhere, including in the hands of Rihanna, Kim Kardashian and NBA star Dillon Brooks.

Labubu has been a bonanza for Pop Mart. Its revenue more than doubled in 2024 to 13.04 billion yuan ($1.81 billion), thanks in part to its elvish monster. Revenue from Pop Mart’s plush toys soared more than 1,200% in 2024, nearly 22% of its overall revenue, according to the company’s annual report.

According to the source: AP News.