Labubu restocks with new variations as resale prices soar again

Labubu was back on shelves with new variations, but the restock did not make the chase easy. Figures still sold out fast, and some reappeared on resale sites at about five times their original price, keeping the market hot even as more product reached buyers.

That gap between wider availability and stubborn scarcity has become the defining feature of the Labubu trade. Casual buyers could still find entry points at prices ranging from under $25 to about $100, depending on the format and edition, but the most desirable pieces kept moving into a premium secondary market. For collectors, that meant the hunt shifted rather than ended: easier access to some releases, tougher access to the exact ones people wanted.

The character’s staying power still traces back to Kasing Lung’s The Monsters universe, which Pop Mart says was created from Nordic myths. Pop Mart’s own history says Lung first built a fairy world in picture books in 2015 and filled it with The Monsters characters, including Labubu, Zimomo and Mokoko. That origin matters because every new drop still plays off the same core mascot while changing the look through outfits, accessories and styling.

Pop Mart’s U.S. site has widened the line well beyond a single blind box. The current Labubu ecosystem includes the Hair Salon Series, Hello Kitty and Friends collaborations, the Big into Energy line, blind boxes, vinyl plush pendants, fragrance spray, mini bags and larger vinyl dolls, including higher-priced pieces such as ZIMOMO. The breadth helps explain why Labubu has stayed visible on bags, desks and social feeds even after the first burst of viral attention.

The numbers behind the craze show why Pop Mart has kept feeding the line. In its 2024 annual results, the company reported revenue of RMB 13.04 billion, up 106.9% year over year, with profit for the year at RMB 3.31 billion and adjusted net profit at RMB 3.40 billion. THE MONSTERS, led by Labubu, was Pop Mart’s largest IP franchise that year.

Demand has also stayed elevated online. Google Trends showed searches for terms like Labubu doll and Labubu keychain hitting an all-time high last year and remaining strong, while 2025 reporting described restocks selling out in seconds and drawing long lines at stores. That same frenzy helped fuel the counterfeit market, where collectors and sellers use the nickname “Lafufus” for fakes, and Chinese customs authorities said they seized more than 40,000 counterfeit Labubu toys in June 2025.

For now, the story is not that Labubu cooled off. It is that the market widened just enough to keep the chase alive, while new variations and tight supply still pushed the rarest figures into the same old resale pressure.