In recent weeks, everywhere I go, there’s been one accessory on everyone’s lips, and, well, bags. The viral little Labubu creatures are seemingly showing up everywhere and I’m not the only one on the lookout for them. With lines out the door of stores that hold them and Google searches for the mischievous dolls hitting millions, there’s no doubt it’s the “it girl” accessory of 2025.
And while I wanted to grab one myself, the truth is, they are harder to buy than you think. Like viral products of the past (remember the Stanley craze?), they sell out in seconds just to pop up on resale sites for five times the original price tag. While they can be resold for hundreds of dollars, they are initially pretty accessible in terms of prices, ranging from under $25 to $100.
If you, too, are curious about these little creatures, read along to find out why the internet is obsessed with them and discover similar plush toys to buy.
What are Labubus and why are they so popular?
Now let’s get into the history of these popular Labubu dolls. They first originated in Hong Kong, and unlike its popular predecessors (Hello Kitty and other plush characters), they are described as elvish creatures. They came to fruition in a Nordic-inspired picture book that artist Kasing Lung created. After the initial release of the book, the popular toy company Pop Mart created the first collectible collection for sale in 2019, and since then, sales have been soaring as new collections are released.
The Labubu creatures are a part of a tribe known as “The Monsters,” and other members of the group include Zimomo, Mokoko, Tycoco, and more. A few key features that make her so unique are the wide eyes that are almost as big as her “mischievous smile,” she has a furry exterior body and nine very visible teeth in her grin. From collection to collection, each can be seen wearing various outfits, different facial features and more fun accessories that make each drop unique. But don’t let the mischievous smile make you think Labubus are evil. Lung says they are well-natured little creatures who have nothing but good intentions, that sometimes inevitably end up in a pickle.
Now, what makes Labubus so popular, besides the obvious cute charm, is that they are collectibles and hard to get, so it adds to the excitement of the hunt. According to Google Trends, searches for “Labubu doll” and “Labubu Keychain” have been at an all-time high in recent weeks and have stayed as a continuous breakout search term. Just in the last month alone, Google searches hit 2.1 million.
They also come in blind boxes so the hunt becomes harder if you have a particular color or Monster in mind. Because of mystery of the blind boxes, the reveal can be a surprise which is why many fans record their first impression of their creature to capture the moment. This excitement transcends age groups and communities, with everyone from pop stars to middle school students wearing the bag charms. It creates a sense of joy and status that you can say, “Yes, I succeeded and found a Labubu.”
Shop TODAY photo editor, Vivian Le, is a fan of Labubu dolls saying she “loves that they’re a playful accessory that also expresses a bit of mischief. The reason why I love blind box toys is that it’s the chance to own something rare and special. I think a lot of people feel that way right now, when most luxury items and accessories are expensive and everyone wants to stretch their dollar. The boxes themselves are so hard to come by that even just getting a non-rare Monster is a big deal.”
Where to shop for Labubu dolls and other character items to buy
Pop Mart is the best place to buy Labubu and The Monsters products because they release them first. You can also check local toy shops in your area for the little creatures. While Labubus are sold out right now at Pop Mart (they go fast!), we have listed some other popular Pop Mart bag charms below.
This sparkly pendant charm from The Monsters was originally released before the holidays in November 2024 but can be used year-round as a bag charm, a keychain charm or an ornament. When you buy this blind box, you could end up with the viral yellow Labubu character if you’re lucky.
Another popular Pop Mart characters have been CryBaby, which are little teary-eyed dolls that are made into everything from keychains to huggable toys. These toys are neither boy nor girl and are meant to show deep emotion and normalize crying. This particular CryBaby Blind Box is meant to hold a card, so it can be a great bag accessory to hold a card you use frequently, like a bus pass or ID card.
Similar to the CryBaby card holder, this blind box features a plush pendant from the series Cheer Up. The collection has six figurines and a secret figurine, too. This plush bag charm could go on your keys or be added to a purse strap.
If you’re always losing your phone, this phone chain is a chic and fun way to make sure it is always with you. The blind box has six characters that you have the chance to open, as well as funky-colored beads that go with each blind box’s theme.
Other popular bag charms
If you can’t wait until the next Labubu drop, we have compiled some other popular bag charms to buy right now. Shop everything from Jellycat charms to rare finds our editors love.
Many fashion designers have been coming out with leather bag charms in fun shapes and animals. While they retail on designer sites for over $500, you can get this faux one for under $10.
Are you a fan of Studio Ghibli? Then this little fuzzy Totoro is a great little accessory to add to your bag charm collection. It’s super small, so it can be layered easily.
For fans of the iconic Peanuts character Snoopy, you can’t go wrong with this personable accessory. Clip it onto a zipper and you’re on trend in seconds!
Cinnamoroll fans will love this little plush character that features big floppy ears and a cute blue heart clip that can attach to your bag.
When life gives you lemons … put them on a bag! Just in time for summer, you can add this charm to your bag and give it some summer flair. It gives off a high-fashion feel with the leather-looking fabric.
If you want a cute animal bag charm, you have to add this little duck blind box to your cart. Open up your surprise to find one of seven possible ducks in various outfits.
If you’re anything like me, you also have a Miffy obsession. I own plenty of Miffy products, but this bag charm is next on my list to add to my ever-growing bag charm collection.
Sanrio fans will love this protected blind box option that features a little Sanrio character in a plastic case that can be attached to bags or keys. Similar to Labubu blind boxes, when you order one of these, they will also be a surprise when you open it.
Matching plush keychains are always a great gift for your friends. These cute little capybaras come with either a turtle backpack or a festive summer strawberry hat.
Like Labubus, Monchhichis also have a loyal fan base, and for a while, these furry friends were hard to find. These happy little creatures add an element of play to any bag of yours.
If you love Labubus, your next obsession might be Lulu the pig. These little piggies are famous in my friend group and one of my friends has well over 30 of them. I have a few from different collections, but this plush one is definitely next on my buy list. This release turns Lulu into either a plush teddy or bunny with ties, moments of joy in their retrospective names. If you already have a Labubu, this charm would look so cute next to it.
This little floppy-eared rabbit is such a cute bag charm for any type of bag. I actually got this charm for my rabbit-obsessed friend and she immediately put it on her bag and often mentions how commonly she gets complimented on it.
If you’re a foodie, you can’t go wrong with this adorable pretzel from the Amuseables collection from Jellycat. If you have a brown bag, one reviewer notes, “It matches my chocolate plum Baggu perfectly.”
If you’ve heard of Labubu, you have definitely heard of Sonny Angel, and maybe you own a few. I know I have a couple placed around my apartment as decorations. What’s unique about this Sonny Angel is that it is a keychain, so you can keep it with you always.
How we chose
We selected these products based on Google search trends and research online about the popular Labubu dolls. We also reached out to Shop TODAY staff to hear their thoughts on the trend.