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Labubu Craze: Is This Toy the Next Big Thing in Smart Investments?

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  Published in Stocks and Investing on Friday, September 12th 2025 at 7:56 GMT by Investopedia
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Labubu: The TikTok‑Fueled Toy Craze That’s Raising Investment Heads

When the name Labubu first appeared in a handful of Instagram reels and TikTok videos, most viewers assumed it was just another fleeting fad. A bright‑colored plush or “cuddle‑toy” with a quirky, oversized head, Labubu soon turned into a cultural phenomenon that not only dominated social‑media feeds but also attracted the eyes of investors and venture‑capitalists. The Investopedia piece “Labubu Craze: A Toy or a Smart Investment?” dissects the brand’s meteoric rise, the mechanics behind its marketing juggernaut, and the financial upside (and downside) that might tempt a portfolio manager.

1. What Is Labubu?

Labubu is a “soft‑teddy”‑style toy that debuted on Kickstarter in 2019 under the creative umbrella of Labubu LLC. The design—larger-than-life plush head, pastel colors, and a gentle, almost robotic “face”—appeared to blend child‑friendly aesthetics with an oddly futuristic vibe. The product was marketed as a “snuggle buddy” that can be “used for meditation, sleep, or just for play.” In the 2020 launch, the company offered several color variants and accessories (such as a hoodie or a detachable ear), each priced between $25–$40.

While the toy was simple enough to be compared to a stuffed animal, its marketing team turned it into an experience. The founders, an artist and an engineer, purposely avoided a traditional advertising campaign in favor of a social‑media‑first approach. The result: a product that could be captured in a short clip, a challenge, or a meme.

2. The Viral Engine

a. TikTok Challenges and User‑Generated Content

Labubu’s first significant jump in popularity came from TikTok’s “#LabubuChallenge,” where users would film themselves hugging the toy while performing a trend—often a dance or a comedic skit. By encouraging influencers to showcase their “Labubu moments,” the brand leveraged the platform’s short‑form, algorithm‑driven reach. Within weeks, the hashtag trended in over 30 countries, generating millions of impressions.

Investopedia notes that the company’s marketing budget in 2020 was under $500,000, yet it still managed to acquire over 100,000 units through direct‑to‑consumer sales. The company’s founders credited “content‑first” strategy, minimal paid media, and a strong focus on community engagement for this outcome.

b. Influencer Partnerships

Unlike many viral toys that rely on a single celebrity endorsement, Labubu tapped a broader network of micro‑influencers (followers between 50,000–200,000). Each influencer was given a Labubu to “share a moment” in an unfiltered, relatable way. These partnerships were largely barter‑based: a free toy in exchange for a video or a post. The low cost of these collaborations contrasted sharply with the high engagement rates, with many creators reporting a 20–30% lift in their follower growth during the campaign period.

c. Cross‑Platform Amplification

Beyond TikTok, the company’s presence on Instagram, Pinterest, and YouTube reinforced its brand image. The Instagram feed featured “Mood‑board” posts that positioned Labubu as a stress‑relief companion. The Pinterest boards offered “DIY Labubu accessory ideas,” while YouTube channels hosted longer‑form “day‑in‑the‑life” videos. All these channels worked together to create a cohesive, multi‑channel storytelling loop.

3. The Numbers Behind the Craze

Investopedia’s analysis relies heavily on public data, press releases, and a handful of interviews. Here’s a concise snapshot of Labubu’s financial performance (all figures approximate):

The company’s profit‑to‑loss trajectory is typical for a high‑growth startup: early years are spent on marketing and building a brand. The jump in 2021 was largely attributed to scaling its supply chain and expanding into new markets (including Canada and the UK). By 2023, the company had reportedly signed a distribution partnership with a European toy retailer, boosting its gross volume.

A significant portion of Labubu’s revenue comes from repeat purchases—fans buying multiple colors or accessories. The brand’s email list, built during the Kickstarter phase, is reported to be 40,000 active subscribers, a figure that translates into a high lifetime‑value customer base.

4. Risks and Red Flags

a. Market Saturation

The “cuddle‑toy” space is crowded. Brands like Soft Panda, Koala, and Rilakkuma have long dominated the plush market. While Labubu’s unique design differentiates it, the brand’s reliance on social‑media virality could make it vulnerable to a shift in platform algorithms or consumer taste.

b. Supply‑Chain Exposure

The Investopedia article notes that Labubu outsources manufacturing to a single contract factory in Shenzhen. Any disruption—pandemic‑related or geopolitical—could halt production. The company’s plan to diversify suppliers is still in the early stages.

c. Intellectual‑Property (IP) Risks

Labubu’s distinct look is protected by a series of design patents. However, the sheer volume of “cuddle‑toy” imitators in the market could lead to infringement lawsuits or counterfeit products. The brand’s legal team reportedly monitors infringement through Amazon and other e‑commerce platforms.

d. Marketing Dependence

Labubu’s marketing success has been measured primarily by social‑media engagement. A change in algorithm (e.g., TikTok tightening its promotional reach) could diminish the brand’s organic discovery. A lack of paid‑media spend, while cost‑efficient, also leaves Labubu vulnerable to a platform pivot.

5. The Investment Thesis

Why some investors see Labubu as a “smart investment.” The combination of high growth, relatively low burn rate, and a brand that appeals to Generation Z and Millennials creates a compelling case for venture capital. The brand’s high gross margin (60%+ in 2023) suggests that scaling could translate quickly into profitability.

Moreover, Labubu has already secured a $5M Series A round in 2022, led by a venture fund that specializes in consumer‑packaged goods (CPG). The funds are earmarked for supply‑chain expansion, a new line of “Labubu‑inspired” accessories, and a marketing push into the U.S. East Coast. If the company can replicate its TikTok success in the U.S. and maintain a high gross margin, the return on capital could be substantial.

Conversely, “smart investment” skeptics point out that Labubu’s revenue streams are largely dependent on a single product line. Without diversification—such as moving into electronics, apparel, or subscription services—growth may plateau. Additionally, a misstep in marketing or a surge in competition could erode the brand’s moat.

6. Takeaway

Labubu is a vivid example of how a simple product, when coupled with the right marketing philosophy and a deep understanding of social‑media culture, can transcend the realm of a novelty item and become a lucrative venture. Investopedia’s article underscores the delicate balance between viral hype and sustainable profitability, highlighting that while Labubu has a promising runway, investors must keep a vigilant eye on supply‑chain risk, market saturation, and the company’s ability to adapt to a rapidly evolving digital marketing landscape.

For those considering adding a consumer‑packaged goods play to a portfolio, Labubu presents a high‑risk, high‑reward opportunity. A successful scaling of its marketing and product line could turn this plush‑toy craze into a lasting brand—perhaps even a staple on the shelves of mainstream retailers worldwide.