Chinese quirky plush toy a global hit

Australian consumers young and old are forming long lines at stores for a Chinese company's plush "Labubu" collectibles, joining a global rush for the elf-like toys that have become the latest markers of growing Chinese cultural influence across the world.

The small furry dolls, featuring quirky monster characters from toy retailer Pop Mart, are drawing crowds to stores in Sydney, Melbourne and Brisbane, underscoring a cultural phenomenon that has swept several markets globally, including the United Arab Emirates.

Sydney resident Rita Leong, an enthusiast of collectibles, said the recent popularity of the dolls can be attributed to their appealing design, proving that Chinese designer toys offer collectible value.

"This is the first time I've seen people lining up in Sydney to get their hands on Chinese designer toys," she said.

Leong said her two children, aged 18 and 21, are also big fans of Labubu. "Each time we visit a store, we usually spend between A$50 ($33) and A$200. So far, we've probably spent around A$3,000 in total on the toys," she said.

A key factor behind Labubu's popularity is its use of the blind box format, which creates a "lottery-like" thrill, Leong said.

Wei Li, a senior lecturer in international business at the University of Sydney Business School, told China Daily the Labubu products are popular because "they have successfully combined psychological stimulation, social interaction, and smart commercial design".

"These toys also have a strong social aspect, as celebrities and fans trade and showcase rare editions over social media, forming a sense of identity and belonging within collector communities," she said.

"It's a formula that combines fun, culture and commerce — and it works globally," said Li, who researches the globalization of Chinese enterprises.

Pop Mart, a Beijing-based collectible toy retailer that is listed on the Hong Kong Stock Exchange, said in March it had posted a strong performance for 2024, with revenue up 106.9 percent to 13 billion yuan ($1.8 billion) and net profit growing 185.9 percent to 3.4 billion yuan, with growth driven by the plush toy category and overseas market expansion.

Li from the University of Sydney said Labubu is popular because it is "a collectible with stories and emotional value through its intellectual property".

The broad appeal of the toys reflects a universal consumer interest in storytelling, character design, and emotional connection, Li said.

At the same time, Li warned that the "blind box mechanics" may encourage "repetitive buying, which can result in unnecessary spending, excess packaging, and environmental waste".

Jeff Zhang, a Hong Kong-based equity analyst for investment research firm Morningstar, told China Daily that key growth drivers of Pop Mart "remain the robust pop toy sales of the new Labubu series and other IPs across the globe, particularly in North America, Europe and Southeast Asia".

"While 2025's topline growth should be strong, we foresee a gradual slowdown over the next few years given higher bases, as well as deeper penetrations in China and other regional markets," he said. "This may be buffered by increasing licensing income, but we expect a few more years for Pop Mart's diversification to other sectors to materialize."

In the United Arab Emirates, Labubu products have also become a must-have accessory, especially among millennial buyers and influencers, with the price for one doll reaching up to $95 on authorized websites.

In Dubai and Abu Dhabi, fans are even forming communities, trading figures and sharing unboxings and display setups online.

"I just love how quirky and cute they are!" said a Dubai-based influencer in a social media post showcasing her growing collection attached to her designer tote. "They add such a fun element to my outfits, and everyone always asks me about them!"

Lana Kamel, a local teenager in Dubai, said she enjoys the excitement of opening a Labubu blind box.

"It's all about surprise. The box doesn't reveal which design or color you will get. You don't choose the Labubu, the Labubu chooses you," she said at a Mall of the Emirates store on Saturday, hoping to buy one of the dolls at the original price of nearly $22.

Hassan Tamimi, CEO of The Little Things, the UAE's official Pop Mart retailer, said the demand for Labubu has reached unprecedented levels.

"Labubu has become more than a collectible here," Tamimi told Arab News. "It's a lifestyle statement. We're seeing people pair them with luxury handbags, sports cars, even use them in wedding shoots."

Prime Sarmiento in Hong Kong contributed to this story.