Labubu — the weird half-ugly, half-cute toy that’s blowing up on TikTok and carried by fashionistas. But is it just a passing fad… or a true masterclass in emotional marketing?

In this video, I break down the Labubu x Pop Mart phenomenon:

👉 The collectible toy market

👉 Buyer psychology (dopamine, cognitive biases, totem effect)

👉 Marketing strategies borrowed from luxury and FMCG (Kinder)

👉 The influence of Lisa from BLACKPINK, TikTok, and pop culture

🎥 What you’ll learn:

·      How Pop Mart turned Labubu into a global icon

·      What this craze reveals about us and our relationship with objects

·      The key marketing lessons any brand can apply

🕑 Chapters

Intro – The Labubu phenomenon

The collectible toy & kidult market

Pop Mart and the birth of Labubu

Buyer psychology (cognitive biases & totem effect)

Scarcity and luxury

Emotional marketing at the heart of success

The future of the market & lessons for brands

📚 Sources & References

Ezan, P. (2006). Le marketing de collection: une approche des stratégies de fidélisation par les séries d’objets.Décisions Marketing, n°44.

Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139–168.

Wicklund, R. A., & Gollwitzer, P. M. (1982). Symbolic Self-Completion. Lawrence Erlbaum Associates.

Lorenz, K. (1943). Die angeborenen Formen möglicher Erfahrung. Zeitschrift für Tierpsychologie, 5, 235–409. (Baby schema theory).

Statista (2023). Toy collectibles market size worldwide 2023–2034.

NPD Group (2022). Kidult consumers driving growth in toy industry.

Pop Mart Annual Report (2024). Financial figures.

South China Morning Post (2023). How Pop Mart turned Labubu into a global craze.

Hypebeast (2022). Labubu: From designer toy to pop culture icon.

Vogue China (2021). BLACKPINK and the rise of Labubu in fashion.

🔔 About this channel

Welcome to Mind The Market 🎙️— all about marketing, consumer psychology, and pop culture.

Every week: deep dives into viral trends, brand strategies, and cultural insights.

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