It started with a fuzzy little monster, hiding in the pages of a picture book inspired by Nordic fairy tales. She wasn’t famous. She didn’t have a movie deal. But when one K-pop superstar hugged her on Instagram… everything changed.

This week on Making It In The Toy Industry, I’m diving into the jaw-dropping rise of Labubu, the “ugly-cute” character from POP MART that took the toy world (and TikTok) by storm. From a picture book to plushies on Birkin bags, this fuzzy fanged friend is a case study in viral success. And today, I’m telling you exactly how it happened.

It all started with a single Instagram Story where BLACKPINK’s Lisa was hugging a giant Labubu plush. No paid campaign, no official launch. Yet within days, stores were selling out, TikTok was flooded with unboxings, and POP MART was on its way to making $1.6 billion in 24 hours. This episode breaks down exactly how that viral moment spiraled into global demand and what POP MART did next to fuel the frenzy.

From city-exclusive blind box drops that had fans lining up before sunrise, to high-fashion collabs that turned this plush into a statement piece, this is a real-world case study in smart scarcity, community-first branding, and emotional design. The Labubu story proves that a toy doesn’t need IP power or Hollywood backing to go big, it just needs to tap into the right emotions, channels, and timing. Let’s unpack how.

Launching your first collectible line or planning your next product drop? This episode is packed with clear, actionable strategies to help you build hype, grow a loyal audience, and get ready in case your brand's viral moment hits next.

Don’t miss this breakdown of one of the most exciting toy business case studies in recent history.

Listen for these Important Moments! 

• [00:02:54] - Discover how economic shifts made affordable luxury toys like Labubu irresistible and how to time your product launches for maximum emotional impact.
• [00:11:47] - Learn what made one Instagram Story turn into a global frenzy, and how you can be ready to amplify surprise celebrity or influencer moments.
• [00:16:38] - Unpack the marketing genius behind Labubu’s pop culture takeover, plus ideas to help elevate your toy brand into lifestyle territory.
• [00:23:12] - Understand the mechanics of scarcity marketing and how to use limited drops and regional exclusives to build long-term fan loyalty.
• [00:31:26] - Walk away with clear, actionable steps for building hype, scaling your community, and preparing for your own viral breakout—even without a big budget.

Send The Toy Coach Fan Mail!

Support the show

About My NEW Podcast Art:
The podcast art for Season 6 of Making It In The Toy Industry features product illustrations of toys and games I helped guide in Toy Creators Academy and TCA Accelerator. Tap the brand name below to check them out!

Playcor by Courtney Smithee
9 to 5 Warriors by Brandon Braswell
Catoms by Kieche O'Connell
The Lunch Room by EAP Toys and Games founder, Chrissy Fagerholt