The small bunny-like toy with big ears is making even bigger money. Labubu is a plush monster toy, but it’s also on track to be a billion-dollar business. What started as a simple art toy has become one of the hottest brands in America, and the numbers prove it.
The Numbers Don’t Lie
Pop Mart revealed that it expects to report at least a 350 percent year-over-year gain in profits and a 200 percent increase in revenue for the six months that ended on June 30, 2025 thanks to surging demand for its Labubu. The company behind Labubu is now worth $32 billion, and the company will commence a phase of “relatively rapid store openings” over the next year or two, with 10 further U.S. stores set to open by the end of 2025.
The most shocking stat? Sales in the region climbed about 900% in the first quarter of 2025 compared with the same period a year ago. This makes America Pop Mart’s second-biggest market after China.
Why America Loves Labubu
As of 2025, approximately 75% of searches for Labubu were conducted in the United States. The toy costs around $30, but some rare versions sell for much more. One rare human-sized Labubu figure even sold for $150,000!
The secret is in the “blind box” model. You don’t know which Labubu you’ll get until you open the box. This creates excitement and makes people want to collect them all. With a gross margin of 68% for Labubu, it’s a very profitable business model.
Social Media Drives Sales
From January 1 to May 20, 2025, reach was up 76% and engagement was up 137% for Labubu mentions online. The toy goes viral on social media platforms, where people show off their collections and hunt for rare versions.
“Kidult” Market Boom: Adult collectors are fueling demand for blind box toys. Social Media-Fueled Sales: Viral posts are driving organic product discovery. The main buyers are women aged 25–34, driving demand in places like Southeast Asia and the U.S.
E-commerce Powers Growth
The brand uses smart online marketing. Limited drops sell out in minutes. Special editions create buzz. Celebrity endorsements help too. The company mixes physical stores with strong online sales.
Pop Mart has 40 stores in the US already, with more coming. But much of the growth comes from online sales and social commerce. People buy Labubu toys after seeing them on Instagram, TikTok, and other social apps.
What’s Next for 2025?
The global collectibles market is projected to grow at a 12% CAGR through 2030, driven by adult-oriented comfort toys and digital-first engagement. Labubu is perfectly positioned to ride this wave.
The brand plans more store openings, new product lines, and bigger celebrity partnerships. With strong growth in America and plans to enter new markets, the billion-dollar target looks very possible.
The Bottom Line
Labubu shows how a simple toy can become a global brand through smart marketing. The mix of mystery boxes, social media buzz, and adult collectors created the perfect storm for success. For businesses watching this space, Labubu proves that niche products can achieve massive scale when they connect with the right audience at the right time.
With 900% growth in America and plans for rapid expansion, 2025 could be the year this little monster toy hits the billion-dollar mark.
