The Chinese company behind the widely sought-after Labubu collectibles is forecasting a dramatic increase in profits for the first half of the year.
According to the company, its earnings are expected to climb by no less than 350% during the period, driven by a more than threefold surge in revenue.
Executives say this performance has been largely fueled by the brand’s expanding international popularity, alongside tighter operational cost management.
The Labubu figures—fantastical characters with pointed ears and sharp teeth—have become a global sensation, igniting frenzies in retail stores and long lines of eager fans.
The company gained traction through its use of “blind box” packaging, where the identity of each toy remains hidden until opened. This approach, while highly effective in boosting sales, has attracted scrutiny over concerns it encourages compulsive consumer habits.
First introduced in 2019, the Labubu lineup has catapulted the brand into a leading position in the toy industry. Today, its operations include over 2,000 automated retail machines and physical outlets across various regions.
Since debuting on the Hong Kong Stock Exchange in 2020, the company has experienced a staggering surge in valuation—nearly 600% growth in the last 12 months alone.
In 2024, nearly 40% of the firm’s earnings came from outside mainland China, highlighting its fast-growing global presence.
Stores in multiple countries have been forced to pause Labubu sales due to overwhelming demand and insufficient inventory.
Labubu’s rise has been especially noticeable in the United States, where celebrity fans like Kim Kardashian and Lisa from Blackpink have played a role in boosting its visibility.
Collaborations with iconic global brands—including well-known beverage companies and popular Japanese manga franchises—have also contributed to Labubu’s worldwide appeal.
In June, the toy’s U.S. sales were reportedly 5,000% higher compared to the same month last year, according to industry analysts.
“I’ve not seen anything like this from other toy companies,” M Science senior analyst Vinci Zhang told the BBC.
Zhang also noted that the brand has significant room to grow in the U.S., where it currently runs about 40 stores compared to roughly 400 locations in China.
The surge in demand has also created a lucrative secondary market, with some toys—originally sold for about $10—reselling for hundreds of dollars online.
One life-sized Labubu figurine even fetched $150,000 during a June auction in Beijing.
This surge in popularity has also attracted counterfeiters. Authorities in China confiscated over 46,000 imitation Labubu figures last month as part of a broader effort to suppress the underground market for fakes—commonly called Lafufu dolls.
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