It started with Jellycats – cuddly, collectible, and suddenly cool. Then came Sonny Angels: tiny, cherub-like boys in hats. Now, there’s Labubu, the latest toy to grip the internet and your FYP, too. With her spiky ears and serrated teeth, Labubu is the kind of character that shouldn’t be cute – and yet, somehow, is. But what the hell is she?
In simple terms: Labubu is a toy. But not just any toy. Created by Hong Kong illustrator Kasing Lung in 2015, as part of The Monsters, a series inspired by Nordic mythology. While the collection includes several characters, Labubu has emerged as the breakout star and is now suddenly everywhere.
The answer lies in the rise of blind box culture – toys sold in sealed packaging so you don’t know which figure you’ll get. It’s part surprise, part strategy, and all about the thrill. When Popmart launched blind boxes featuring Labubu, demand soared. Some rare editions now re-sell for hundreds, even thousands.
Labubu has become the bag charm of the moment, often spotted swinging from thebest designer bags in viral TikToks and airport paparazzi shots. Blackpink’s Jennie was an early adopter, turning the quirky toy into an accessory flex. The look? Maximalist, playful, and full of personality – like Jane Birkin’s famously overloaded bags, but with a Gen Z twist.
Celebrities like Olivia Attwood have joined in, and even Gemma Collins said: ‘I don’t wanna be called Gemma Collins anymore. I wanna be called Labubu.’ Of course, not everyone’s convinced. Critics argue that pairing a plastic elf with a Chanel bag is chaotic in the worst way – a trend that ‘cheapens’ luxury. But lovers say that’s exactly the point: it’s suppose to be obnoxious.
Now, Popmart has brought its Labubu collection to the UK, launching a Robo Shop in Selfridges London. Love her or hate her, Labubu’s era is officially here – toothy grin and all.
Shop: Labubu Dolls
1.
Labubu x Pronounce Wings Of Fortune Doll
Happily, some Labubu Dolls are available on Amazon, meaning you could decorate your favourite bag as early as tomorrow. This iteration, complete with gold outfit, is adorable.
This fluffy little guy is also available on Prime, if you can’t wait to add to your own Labubu collection.
This was one of the few Labubu’s in stock on the Popmart site. You can opt for this doll or six as part of a blind box.
Renee Washington, Grazia’s digital fashion and beauty writer, lives online. With a penchant for wispy lashes and streetwear, she writes about the worlds of fashion and beauty from the viewpoint of the modern fashion girlie..
Main image credit: @olivia_attwood