Labubu has already "earned" $650 million, and by the end of the year it can bring in up to $1 billion

The Chinese company Pop Mart, which produces the popular Labubu plush toy in The Monsters series, has announced its financial results for the first half of 2025. Part of the revenue of this series is approximately $670 million, which gives every chance to reach or even exceed $1 billion by the end of the year - for the company, this is an increase of 688% compared to last year. This year's novelty has eclipsed such market mastodons as Barbie and Hot Wheels.

Labubu is a "plush monster" in a "blind box" format - the buyer does not know what kind of figure he or she will get. The popularity grew after BLACKPINK's Lisa admitted that she adores these creatures, and then they were seen in the hands of celebrities: Cher, Kim Kardashian, Paris Hilton, Marc Jacobs, etc. hung Labubu as key rings on their designer bags. Viral marketing, as we can see, has paid off.