Decline of Labubu Trend Signals Shift in Toy Market Dynamics
This chart shows how much Labubus have fallen off
Image: Insider
The Labubu toy trend, which peaked in summer 2025, has seen a significant decline in web traffic to Pop Mart's website. Despite this drop, Pop Mart remains optimistic, noting that 40% of its revenue still comes from Labubu sales. The trend's impact on adult collector toys continues to influence the market.
- 01Web traffic to Pop Mart's website has sharply declined since September 2025, coinciding with increased availability of Labubus.
- 02The initial craze for Labubus was fueled by celebrities like Rihana and Blackpink's Lisa, making them popular among young adults.
- 03Pop Mart has expanded its physical presence in the US, with over 65 stores, which may have diverted sales from its website.
- 04Despite the decline in trend, Pop Mart reported that 40% of its revenue still comes from Labubu as of March 2026.
- 05Industry experts agree that while the Labubu craze has peaked, the trend for toys aimed at adult collectors remains strong.
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The Labubu toy trend, which gained immense popularity in summer 2025, has seen a notable decline in web traffic to the Pop Mart website, indicating a shift in consumer interest. The trend initially surged when celebrities like Rihana and Blackpink's Lisa were seen with Labubus as accessories. However, by the end of 2025, the availability of Labubus increased, leading to a drop in online demand. Pop Mart, the Hong Kong-based manufacturer, has responded by opening over 65 stores in the US, which may have shifted sales from online to physical retail. Despite the downturn, Pop Mart CEO Grant Want expressed confidence in the company's future, highlighting that 40% of their revenue still derives from Labubus. Additionally, the impact of the Labubu trend has led to a sustained interest in toys designed for adult collectors, suggesting that while the initial craze may have faded, its influence on the market continues.
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The decline in Labubu's popularity may affect local toy retailers and the broader toy market as consumer preferences shift.
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