Latest news with #Popmart
Forbes
21-07-2025
- Entertainment
- Forbes
Brain Rot, Gamification, Crowdsourcing and The Labubu Fad
PARIS, FRANCE - MARCH 08: A guest wears brown coat, white blouse, orange Hermes bag with a bag charm ... More brown Labubu monster, grey pants outside the Hermes fashion show during the Womenswear Fall/Winter 2025/2026 as part of Paris Fashion Week on March 08, 2025 in Paris, France. (Photo by) From the iPhone to the Birkin bag, marketing is replete with examples of must have accessories that spark a buying frenzy. In 2025, the fad collectible is a Labubu. Labubus are little plush monster toys, made by Chinese manufacturer Popmart, specifically marked at adults. While the Labubus may seem like yet another fad, there are important lessons about the interconnectedness of brain rot marketing, gamification and crowdsourcing that impact how we shop and live. Storytelling and Brain Rot Marketing LONDON, UNITED KINGDOM - DECEMBER 2: A man holds a phone, displaying word of ''brain rot'', as the ... More Oxford Dictionary has chosen the word, which refers to the unnecessary and entertaining use of social media, as the word of the year in London, United Kingdom on December 2, 2024. (Photo by Rasid Necati Aslim/Anadolu via Getty Images) The Oxford English Dictionary defined 'Brain rot' as the supposed deterioration of a person's mental or intellectual state, as a result of overconsumption of material (now particularly online content) considered to be trivial or unchallenging. Generative AI tools make it easy to create content such as memes that are designed to go viral. Labubu with its limited time drops and blind boxes taps into the phenomenon of brain rot marketing, especially by appealing to the elements of surprise and scarcity. The popularity of such brainrot content has sparked concerns from marketers about AI generated slop drowning out legitimate marketing campaigns and even leading to a brand safety crisis. But as the Labubu craze shows, companies can tap into the power of storytelling and cultivating an authentic brand identity. Labubus are sold in a blind box, so consumers don't know what they get till they open the box. With celebrities and pop culture icons showcasing their Labubu collections on social media, Labubu has become a cult toy especially with Gen Z. PopMart has very few retail locations in the US and toys are sold out very quickly online. Fans obsessively track PopMart's limited time 'drops' or online releases as well as PopMart's livestreams on TikTok. Consumers are also relying on social media platforms such as Reddit to get advice on where to buy Labubus and be a part of the community. Each Labubu is part of a collection, so it is naturally limited or unique. This gives consumers a sense of connection when they open one. Critical to Labubu's appeal is that the product itself is viral. The unboxing format is designed for TikTok's algorithm, i.e., to maximize engagement. Short, suspenseful videos with clear emotional payoffs (surprise, disappointment, excitement) are known to generate higher engagement rates. There are thousands of TikTok videos that mention Labubus, with users showing off their collections, unboxing experiences, and styling their Labubus as fashion accessories. Since each toy is a collectible, each unboxing experience is designed to go viral. This is an important lesson to leaders that engineering virality as part of product design may be more effective in peer-to-peer promotion than making a product first and coming up with a marketing strategy later approach. Gamification PopMart has gamified the shopping experience – creating the anticipation, building a community of loyal users and encouraging repeat purchases – but the manner in which they do so offers lessons for leaders. The blind box marketing creates a lottery-like experience where buyers don't know which variant of the Labubu they are likely to receive. The psychological principle - variable ratio reinforcement –is similar to the reward reinforcement mechanism underlying slot machines. The toys are released in series with multiple variants, colors, and limited editions. Consumers can feel compelled to buy more Labubus to complete a collection. PopMart seems to have grasped the intersection between gamification and virality. The blind box model transforms shopping into gambling, but more importantly, it makes the purchase itself into shareable content. Every unboxing becomes potential viral material, turning customers into unpaid marketing agents. The randomness means there's always a chance of hitting the jackpot variant that generates massive views. The important lesson for leaders is to understand the virtuous cycle of engagement and how to create multiple levels of engagement. Some consumers are casual buyers, while others are dedicated to the brand. The Labubu blind box and gamified experience creates separate categories of dedicated collectors, traders, and community members who help others in their quest to find a Labubu. This in turn transforms individual shopping into collaborative experiences. Marketers and leaders have long grappled with how to encourage community participation, leaderboards that foster friendly competition, and exclusive access levels that members can unlock together. PopMart is a great example of a positive feedback loop where increased customer interaction leads to strengthening community participation. The layering of engagement types is also a pointer to leaders that they should think beyond individual transactions and consider how their products can facilitate social connections, shared experiences, and user-generated content. Crowdsourcing SPAIN - 2022/11/29: In this photo illustration, the Reddit social media App seen displayed on a ... More smartphone. (Photo Illustration by Davide Bonaldo/SOPA Images/LightRocket via Getty Images) Though these collectibles Initially acquired popularity through influencers on TikTok, the hype is also sustained by the communities of users that help each other discover where to buy Labubus. This is an important lesson to leaders about how online communities can provide emotional support and connection. Increasingly, people turn to platforms like Reddit, YouTube, Twitter, Instagram, etc. for advice about almost every aspect of life. Labubu collecting has spawned online communities where people share hauls, trade items, and discuss strategies. These communities create belonging and shared identity around the collecting activity, making it more engaging than solitary consumption. The rarity system also enables a robust trading ecosystem. Collectors engage in complex exchanges, negotiations, and marketplace activities that feel game-like. Hunting for deals or trading duplicates adds strategic elements beyond simple purchasing. Labubu demonstrates Reddit's unique power as a platform for creating sustained communities of users. On the Reddit community r/Labubu — which has 92,000 members — fans not only share photos of their collections, but they also trade tips and tricks about how to snag the elusive dolls for themselves. Three Lessons for Leaders Labubu's success in leveraging brainrot marketing, crowdsourcing and gamification offers three lessons for leaders:
Yahoo
12-07-2025
- Entertainment
- Yahoo
Labubu Furniture Is Happening
Courtesy of Gina Alva At first glance, the Labubu looks quite ugly, with its grotesque, mischievous face, Cheshire cat smile, and pointed ears like a cartoon bunny elf. But somehow this collectible, part of The Monsters series created by Hong Kong artist Kasing Lung, has swept the nation. Popmart, the Chinese toy and character company that produces these viral figurines, often sells out of them in seconds, with one even being sold at auction for more than $150,000 last month, according to the BBC. Carrying a Labubu as a bag charm has become such a status symbol that American designer Marc Jacobs even carried one (still in its case) on a black Hermès Birkin 40 to his own 2026 runway show held at the New York Public Library on June 30. But now that many have gotten their hands on the coveted creatures, some are doing more than simply taking their Labubu home to display or putting them on bags. Some collectors are going so far as to create a miniature home for their Labubu dolls. For Los Angeles–based content creator Gina Alva, the inspiration to make her own Labubu furniture began in the same place where she first discovered the creatures—TikTok. Part of the Labubu allure to her was that the figurines are purchased as 'blind boxes,' meaning you do not know which version of the character you will get until you open the container. The rare ones are known as 'secrets,' the most coveted of the bunch. The same day Alva set her eyes on a video of a Labubu, her sister secured one for her—a secret, no less. That was in January, and at first she was been quite content with her collection. She was 'god's favorite,' after all, a term of endearment often commented to those blessed with a secret pull. But soon enough, TikTok showed her more to desire: Labubu clothing, Labubu furniture. She wanted to create a home for her creatures—a world. While many creators she saw bought their Labubu accessory items off AliExpress, an online Chinese marketplace, with the ongoing tariff war (between the US and most of the world), Alva decided against that route. There has always been something inherently slow about collecting furniture and building a room, even if it's for a collectible toy, so with that in mind, Alva hit Dollar Tree (she found that Michaels craft store was more expensive) for supplies. With a hot glue gun, fuzzy fabric, and a dream, she created a Labubu car seat and TikTok tutorial that got over 1.9 million views. 'I get so many comments from people saying that they made a mini car seat for their child to play with, or for their friends. I saw one video where about five people were sitting at a table making car seats,' Alva tells AD. 'It's so amazing.' Since then, she has truly created a home for her Labubus, which are named Glossy Gem, Lolo, Momo, and Toto, making bean bag chairs out of tissue paper and fabric and buying generic doll clothing and furniture at Dollar Tree, such as a miniature swimming pool, closet, chairs, and even a toilet. YouTuber Unique Daily has always been an avid collector, of Barbie shoes, Pee Wee Herman merchandise, and Freddy Krueger dolls. Now, as a content creator and mother of six, she collects Labubus, and she recently documented her journey hunting for tiny furniture for them at the thrift store and, of course, Dollar Tree. 'It's nice to just kind of sit them on their furniture, it just kind of gives them a different ambience, not always hanging on my purse,' says Daily. 'I think it's adorable.' A number of factors can motivate people who collect items like Labubu dolls. Dr. Shirley Mueller, a board-certified neurologist and psychiatrist, and world-renowned collector of Chinese porcelain, says collecting can even be a sign of a healthy brain. 'Not only do Labubus enrich the lives of the people who collect them, but [they do so] in a very meaningful way. Not only socially, not only because of the thrill of the chase, but also with the ability to reenact with the Labubu,' says the author of Inside the Head of a Collector: Neuropsychological Forces at Play. Adding furniture to a Labubu's world could be seen as part of this reenactment of real-life situations with the doll. 'I think the people who collect Labubu want to not only complete a set, but they want to make the Labubus whole, so to speak,' Dr. Mueller says. 'To a certain degree, it is realistic, but it's a bit of a fantasy with Labubu. It is placing oneself out of our own mental status into a whole different world—the Labubu world. That's very refreshing to have something outside of ourselves.' If you want to make your own Labubu a home, Etsy and Amazon are excellent places to start. While there is no official Labubu branded furniture yet, a search for 'Labubu furniture' followed by the item you're seeking will turn up plenty of options. Amazon, in particular, has a great selection of seats and sofas, while Etsy has an array of 3D-printed furniture, such as closets and car seats. If you want to get even more creative (and have your doll's measurements), simply search for doll furniture and see if it fits. Elsewhere online, retailer Living With Labubu sells goods such as bean bags and a motorized toy scooter for these little creatures. According to a Reddit thread on r/labubu, Labubus perfectly fit IKEA doll furniture as well, and this wouldn't be the first time the cult-favorite Swedish retailer found favor among collectors. Other threads on Reddit reveal that IKEA doll furniture is also popular among collectors of Monster High, Blythe dolls, and more. With so many options out there, the world is your Labubu's oyster. Originally Appeared on Architectural Digest More Great Celebrity Style Stories From AD Dakota Johnson Rejects the Accent Wall, Advocates for Lying About Liking Your Friend's Ugly Decor Let's Talk About Pee-wee's Playhouse See Inside The Phoenician Scheme, Wes Anderson's Zany New Film The Most Delicious Kitchens in AD Open Door History
Yahoo
21-06-2025
- Business
- Yahoo
Labubu Envy: Fluffy Collectibles Steal the Show During China's 618 Online Shopping Festival
SHANGHAI —This year's 618, China's largest midyear online shopping festival, had a noticeably subdued tone as shoppers continued to sober up from splurging and stockpiling due to an uncertain economic outlook and a softer growth prospect following April's tariff agreements with the U.S. However, that sentiment was offset by a wave of Labubu frenzy that pushed limited-edition collectibles to sell out within minutes. More from WWD Alibaba Shares Dip Despite E-commerce, AI growth in Q4 Taobao and Tmall Deepen Ties With Xiaohongshu Via Cross-platform Shopping Function Alibaba Makes AI-driven Comeback, Revenue Jumps 8% On June 18, Labubu's parent company, Popmart, launched its first livestream on the Alibaba-owned cross-border e-commerce platform AliExpress, which attracted over 220,000 viewers. All 500 items, including the company's most recognizable fluffy creatures — Labubu, Cry Baby, Baby Molly, and Skullpanda — sold out in a flash. According to Tmall, the 'toys and trendy collectibles' category saw six brands — including Paper Presented, Popmart, MiHoYo, Disney Store, Jellycat, and Lego — exceed the 600 million renminbi, or $83.4 million, sales mark. Dubbed 'sneakers for the Gen-Z generation,' the broader 'fandom goods' category has created 17 stock keeping units that exceeded 10 million renminbi, or $1.39 million, during the 618 period. According to data from Statista, China's trendy toys market is expected to reach 110 billion yuan, or over $15 billion, by 2026. A recent report by Zhongtai Securities revealed that homegrown character-based toys — fueled by a booming subculture — have already outsold Japanese anime toys during this year's 618 shopping festival. 'Over 60 Chinese and foreign films are set to hit theaters this summer, which is bound to create fresh momentum for IP-related merchandise,' the report added. 'It's over-the-top, 'proclaimed Tmall's star livestreamer Austin Li during a recent broadcast, urging shoppers to steer clear of the hype. 'It's overpriced, it's a no, the prices will come down,' he added. Still, it was up to Li and the platform he lives on to revive enthusiasm around 618 amid waning consumer confidence. This year, major e-commerce players such as and Tmall simply canceled complicated sales mechanisms and began offering straightforward discounts and a wide array of coupons. According to data from Syntun, this year's 618 sales totaled 855.6 billion renminbi, or $119 billion, an increase of 15.2 percent year-on-year. However, the data took into account a week's extension compared to 2024. Two years ago, Chinese e-commerce players stopped unveiling official 618 sales results. Instead, touted the 'explosive increase' in the number of purchasing users, which more than doubled year-over-year. At Taobao and Tmall, sales 'remained resilient,' with 453 brands surpassing the 100 million renminbi, or $13.9 million, mark in terms of gross merchandise value. 'The unusually early campaign start on May 13 caught many consumers off guard, leading to a first wave that some missed entirely, which may have temporarily dampened engagement. That may contribute to a feeling that this year's 618 felt more subdued, but we're still expecting solid GMV growth for the festival,' said Jacob Cooke, chief executive officer and founder at WPIC, a Beijing-based e-commerce consulting agency. Cooke expects this year's Singles' Day to follow a similar path as 618, with an extended timeline and consistent discount mechanisms. 'We're seeing a shift away from flash sales and gimmicks toward simplified pricing, loyalty-driven engagement, and full-funnel marketing strategies,' said Cooke. 'Tmall's emphasis on its 88VIP program, for example, shows a clear pivot toward retaining high-value consumers,' said Cooke of its membership program that also spans other platforms within the Alibaba ecosystem, such as the food delivery app Eleme, the travel booking site Fliggy, and the video streaming platform Youku. With governmental subsidies that cover categories such as home appliances and digital products, sales of these categories rose 283 percent year-over-year during the the first leg of the promotional period, which ran from early May to May 30, according to data from Moojing Market Intelligence. The apparel segment, which contributed around 50 percent of total 618 sales, rose 7.2 percent during the May period, trailing by 6.8 percent year-over-year growth in the beauty category, according to Moojing. Best of WWD Macy's Is Closing 66 Stores in 2025 — Here's the List, Live Updates Inside the Demise of Lord & Taylor COVID-19 Spikes Elevate Retail Concerns
Yahoo
20-06-2025
- Business
- Yahoo
Labubu Envy: Fluffy Collectibles Steal the Show During China's 618 Online Shopping Festival
SHANGHAI —This year's 618, China's largest midyear online shopping festival, had a noticeably subdued tone as shoppers continued to sober up from splurging and stockpiling due to an uncertain economic outlook and a softer growth prospect following April's tariff agreements with the U.S. However, that sentiment was offset by a wave of Labubu frenzy that pushed limited-edition collectibles to sell out within minutes. More from WWD Alibaba Shares Dip Despite E-commerce, AI growth in Q4 Taobao and Tmall Deepen Ties With Xiaohongshu Via Cross-platform Shopping Function Alibaba Makes AI-driven Comeback, Revenue Jumps 8% On June 18, Labubu's parent company, Popmart, launched its first livestream on the Alibaba-owned cross-border e-commerce platform AliExpress, which attracted over 220,000 viewers. All 500 items, including the company's most recognizable fluffy creatures — Labubu, Cry Baby, Baby Molly, and Skullpanda — sold out in a flash. According to Tmall, the 'toys and trendy collectibles' category saw six brands — including Paper Presented, Popmart, MiHoYo, Disney Store, Jellycat, and Lego — exceed the 600 million renminbi, or $83.4 million, sales mark. Dubbed 'sneakers for the Gen-Z generation,' the broader 'fandom goods' category has created 17 stock keeping units that exceeded 10 million renminbi, or $1.39 million, during the 618 period. According to data from Statista, China's trendy toys market is expected to reach 110 billion yuan, or over $15 billion, by 2026. A recent report by Zhongtai Securities revealed that homegrown character-based toys — fueled by a booming subculture — have already outsold Japanese anime toys during this year's 618 shopping festival. 'Over 60 Chinese and foreign films are set to hit theaters this summer, which is bound to create fresh momentum for IP-related merchandise,' the report added. 'It's over-the-top, 'proclaimed Tmall's star livestreamer Austin Li during a recent broadcast, urging shoppers to steer clear of the hype. 'It's overpriced, it's a no, the prices will come down,' he added. Still, it was up to Li and the platform he lives on to revive enthusiasm around 618 amid waning consumer confidence. This year, major e-commerce players such as and Tmall simply canceled complicated sales mechanisms and began offering straightforward discounts and a wide array of coupons. According to data from Syntun, this year's 618 sales totaled 855.6 billion renminbi, or $119 billion, an increase of 15.2 percent year-on-year. However, the data took into account a week's extension compared to 2024. Two years ago, Chinese e-commerce players stopped unveiling official 618 sales results. Instead, touted the 'explosive increase' in the number of purchasing users, which more than doubled year-over-year. At Taobao and Tmall, sales 'remained resilient,' with 453 brands surpassing the 100 million renminbi, or $13.9 million, mark in terms of gross merchandise value. 'The unusually early campaign start on May 13 caught many consumers off guard, leading to a first wave that some missed entirely, which may have temporarily dampened engagement. That may contribute to a feeling that this year's 618 felt more subdued, but we're still expecting solid GMV growth for the festival,' said Jacob Cooke, chief executive officer and founder at WPIC, a Beijing-based e-commerce consulting agency. Cooke expects this year's Singles' Day to follow a similar path as 618, with an extended timeline and consistent discount mechanisms. 'We're seeing a shift away from flash sales and gimmicks toward simplified pricing, loyalty-driven engagement, and full-funnel marketing strategies,' said Cooke. 'Tmall's emphasis on its 88VIP program, for example, shows a clear pivot toward retaining high-value consumers,' said Cooke of its membership program that also spans other platforms within the Alibaba ecosystem, such as the food delivery app Eleme, the travel booking site Fliggy, and the video streaming platform Youku. With governmental subsidies that cover categories such as home appliances and digital products, sales of these categories rose 283 percent year-over-year during the the first leg of the promotional period, which ran from early May to May 30, according to data from Moojing Market Intelligence. The apparel segment, which contributed around 50 percent of total 618 sales, rose 7.2 percent during the May period, trailing by 6.8 percent year-over-year growth in the beauty category, according to Moojing. Best of WWD Macy's Is Closing 66 Stores in 2025 — Here's the List, Live Updates Inside the Demise of Lord & Taylor COVID-19 Spikes Elevate Retail Concerns
Daily Mail
20-06-2025
- Entertainment
- Daily Mail
Labubus might be sold out but these Jelly Cat bag charms are just as cute (and you can buy them now)
I'm not sure what's in the air, but it seems that adults right now are obsessing over, well - soft toys. If you've been on the internet at any time over the past two months, it's likely you've come across Labubus, a hyped-up collectable created by Hong Kong-based artist, Kasing Lung. The cute yet somewhat creepy-looking collectibles have been around since 2015, though they recently boomed in popularity thanks, in part, to ex-Love Island star Olivia Attwod's obsession with the toy. With many choosing to sport Labubus on their designer bags and using the collectible as a fashion accessory, the internet has officially gone Labubu crazy, with some resellers asking for as much as £350 for the rarer versions (which retail anywhere between £17.50 to £30). If you've finally seen the light and want a Labubu to call your own, you might have missed the boat (unless you want to spend hundreds on a resale platform). Though counterfeit versions of the figures are readily available, authorised sellers such as Popmart, Harrods and Selfridges have had to temporarily pause in-store sales of Labubus following safety concerns after fights broke out in-store (yes, really). Not to worry, though, if you need your collectible fix or want to accessorize your bag with an equally as cute toy, we've got good news - Jellycat has a wide-range of adorable bag charms and accessories, so you can bedazzle your bags until your heart's content. From adorable croissants to Clyde the cheeky capybara, here's the Jellycat bag charms we're adding to cart ASAP - and you should, too, if you want to fill the Labubu-shaped hole in your life. Run, don't walk! Jellycat Amuseable Pretzel Charm Plush Keyring Another food-inspired design that we can't get enough of, this playful pretzel charm is ideal for girls on the go. The silver-tone claw clip means that the character is ready to be clipped on to your favourite bag, purse or set of keys, and the playful design will delight your inner child. So much cuter than a Labubu. £23 Shop Jellycat Amuseables Banana Bag Who needs practicality when the bag is this cute? The perfect option for storing your smaller must-haves (lipgloss, check, keys, check), this Banana Bag will soon become an unlikely favourite within your handbag collection. Sure to add a whimsical touch to any outfit, this playful design will certainly turn heads - and we're obsessed. £29.99 Shop Jellycat Amuseables Storm Cloud Bag A must-have for fashion lovers, this storm cloud bag is the perfect combination of fashionable and cute. Large enough to fit your phone and a few other small essentials, this design boasts a sad looking rain cloud that's sure to brighten up your day (pun intended). £29.95 Shop Jellycat Bartholomew Bear Soft Woven Tote Bag Take your Jellycat obsession one step further with this super sweet tote bag - large enough to fit all of your day-to-day essentials (including a 13 or 14 inch laptop - because who said you can't wear a Jellycat bag to the office?). Hand wash-friendly for easy maintenance, with easy-to-carry top handles, this might just be the it-girl bag of the season! £75 Shop Jellycat Amuseable Avocado Bag Charm Another firm favourite from the Amuseable collection, this charm is perfect for the avocado lovers amongst you. With a smiling face and bold green hue, this cheeky chap will make a welcome addition to any bag or set of keys (and you definitely won't lose the latter again). £23 Shop Jellycat Bartholomew Bear Bag Charm If you can't get your hands on a Labubu, this Bartholomew Bear bag charm is the next best thing (in fact, we think it might be even cuter). With soft, honey brown fur, this charm strikes the perfect balance between chic and playful - and customers have rated it '10/10 for cuteness and quality'. £23 Shop
