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#272: How Labubu Became The Most Wanted Plush in the World
It started with a fuzzy little monster from a picture book inspired by Nordic fairy tales. No fame, no movie deal. But when a K-pop star hugged her on Instagram… everything changed.
This week on Making It In The Toy Industry, I’m diving into how Labubu, the “ugly-cute” character from POP MART, went viral and sparked a global toy craze.
One Instagram Story from BLACKPINK’s Lisa led to sold-out stores, TikTok buzz, and $1.6 billion in sales. We’ll unpack how POP MART turned that moment into a worldwide movement. From city-exclusive drops to fashion collabs, this case study is packed with lessons on scarcity, branding, and building community.
Launching a collectible or planning your next drop? This episode will help you build hype, grow your audience, and be ready for your viral moment.