The wildly popular Labubu plush toy has become so sought-after in the UK that its distributor has paused all in-store sales following incidents of crowd chaos and fights. Known for its quirky design and cult following, Labubu has stirred a frenzy among collectors and fans — but the surge in demand has also led to dangerous situations at retail locations.
A sudden surge in popularity and chaotic scenes
Labubu, a palm-sized plush toy featuring sharp teeth and an endearing yet eerie face, was created by Hong Kong-born illustrator Kasing Lung and first launched in 2015. The toy’s unique design blends cute and grotesque elements, creating an irresistible appeal to a diverse audience.
In recent months, Labubu’s fame skyrocketed internationally, with high-profile celebrities such as Rihanna, Dua Lipa, and Blackpink’s Lisa spotted wearing or carrying the toy. Its presence even extended to Paris Fashion Week, where it was seen as a trendy accessory. This explosion in popularity has dramatically boosted sales for Pop Mart, the Chinese company that distributes Labubu and other collectibles.
Pop Mart’s revenue outside China increased by a staggering 375.2% in 2024, reaching 5.07 billion yuan (approximately $700 million). Labubu alone accounted for nearly 3 billion yuan ($420 million) of the company’s total 13.04 billion yuan ($1.8 billion) revenue last year.However, this success has come with a downside. Long queues, overcrowding, and aggressive behavior at UK Pop Mart stores led to numerous reports of brawls and chaos. Videos shared on TikTok depict frenzied crowds rushing to secure the toys on restock days, sometimes escalating to violence. One viral video posted by Victoria Calvert captured masked individuals pushing through queues and shouting, prompting her to leave quickly for safety.
Temporary suspension of in-store sales and ongoing online demand
In response to the escalating disorder, Pop Mart announced a temporary halt on all in-store and Roboshop sales (self-service kiosks) of Labubu in the UK. The company cited concerns for customer safety and comfort, assuring fans that online sales would continue uninterrupted.“Due to the increasing demand for our beloved Labubus, we’ve seen a significant rise in customer turnout on restock days,” Pop Mart stated in an Instagram post. “To ensure the safety and comfort of everyone, we will temporarily pause all in-store and Roboshop sales of THE MONSTERS plush toys until further notice.”
Despite the pause, the fervor surrounding Labubu has not diminished. On resale platforms such as StockX, plush toys are selling for hundreds of dollars, far above their original retail price of up to $85. The hashtag #Labubu on TikTok now boasts over 1.4 million posts, showcasing everything from joyful unboxings to clips of tense moments outside stores.This heightened demand and limited physical availability have amplified the toy’s exclusivity and desirability — a marketing dynamic experts believe Pop Mart is aware of and might even be leveraging.
Scarcity and social media fuel the frenzy
Sarah Johnson, founder of UK retail consultancy Flourish Retail, commented that Pop Mart’s decision likely serves multiple purposes. While safety is the immediate concern, the suspension of physical sales also adds to the toy’s allure by creating scarcity and encouraging online buzz.
“Pulling Labubus from UK stores seems like a precautionary move to de-escalate the in-store frenzy and protect both their brand and customers,” Johnson said. “At the same time, this kind of decision keeps the product in the spotlight and adds to the sense of scarcity, which only drives further interest and attention online.”
Johnson pointed to TikTok’s powerful role in today’s retail environment, describing the platform as “the new high street window” with global reach and 24/7 accessibility. Viral videos of long queues, unboxings, and rare finds often spark immediate waves of demand worldwide, intensifying hype and sales.
When obsession leads to conflict
The intensity of Labubu mania has sometimes spilled over into real-life confrontations. ITV reality show contestant Mal Nicol recently shared on TikTok that she had gotten into a fight over the plush toy at a London Pop Mart store.
Nicol had been shopping for a Labubu as a birthday gift for her 11-year-old cousin but was angered when she noticed another customer purchasing multiple units. “This b*tch, she bought five, she bought five. It’s actually ridiculous,” Nicol said, admitting to the altercation with frustration.The incident underscores the unexpected social tensions that can arise around limited-edition collectibles, where the competition to secure an item turns stressful and even hostile.
A toy that reflects the power and pitfalls of viral culture
Labubu’s journey from niche collectible to international sensation highlights how social media, celebrity endorsements, and retail scarcity can combine to fuel unprecedented demand — sometimes to the detriment of safety and order.
Pop Mart faces the challenge of managing this popularity responsibly while capitalizing on the toy’s viral appeal. The ongoing online availability ensures fans can still purchase Labubu, while the temporary store sales suspension aims to restore calm and protect everyone involved.
As the plush toy’s story unfolds, it serves as a vivid example of the double-edged nature of viral trends in today’s consumer culture: immense popularity can spark excitement and profit, but it can also lead to chaos and conflict.
