For the last six months, everywhere I go, there's been one accessory on everyone's lips, and, well, bags. The viral little Labubu creatures are showing up everywhere and I'm not the only one on the lookout for them. With lines out the door of stores that hold them and Google searches for the mischievous dolls hitting millions, there's no doubt it's the "it girl" accessory of 2025 (and probably soon to be 2026).
And while I wanted to grab one myself, the truth is, they are harder to buy than you think. Like viral products of the past (remember the Stanley craze?), they sell out in seconds just to pop up on resale sites for five times the original price tag. While they can be resold for hundreds of dollars, they are initially pretty accessible in terms of prices, ranging from under $25 to $100.
If you, too, are curious about these little creatures, read along to find out why the internet is obsessed with them and discover similar plush toys to buy. Plus, what you need to know about the new float in the 99th annual Macy's Thanksgiving Day Parade.
What are Labubus and why are they so popular?
Now let's get into the history of these popular Labubu dolls. They first originated in Hong Kong, and unlike its popular predecessors (Hello Kitty and other plush characters), they are described as elvish creatures. They came to fruition in a Nordic-inspired picture book that artist Kasing Lung created. After the initial release of the book, the popular toy company Pop Mart created the first collectible collection for sale in 2019, and since then, sales have been soaring as new collections are released.
The Labubu creatures are a part of a tribe known as "The Monsters," and other members of the group include Zimomo, Mokoko, Tycoco, and more. A few key features that make her so unique are the wide eyes that are almost as big as her "mischievous smile," she has a furry exterior body and nine very visible teeth in her grin. From collection to collection, each can be seen wearing various outfits, different facial features and more fun accessories that make each drop unique. But don't let the mischievous smile make you think Labubus are evil. Lung says they are well-natured little creatures who have nothing but good intentions, that sometimes inevitably end up in a pickle.
Now, what makes Labubus so popular, besides the obvious cute charm, is that they are collectibles and hard to get, so it adds to the excitement of the hunt. According to Google Trends, searches for "Labubu doll" and "Labubu Keychain" have been at an all-time high in recent weeks and have stayed as a continuous breakout search term. In August, Google searches hit 2.1 million.
They also come in blind boxes so the hunt becomes harder if you have a particular color or Monster in mind. Because of mystery of the blind boxes, the reveal can be a surprise which is why many fans record their first impression of their creature to capture the moment. This excitement transcends age groups and communities, with everyone from pop stars to middle school students wearing the bag charms. It creates a sense of joy and status that you can say, "Yes, I succeeded and found a Labubu."
Shop TODAY photo editor, Vivian Le, is a fan of Labubu dolls saying she "loves that they're a playful accessory that also expresses a bit of mischief. The reason why I love blind box toys is that it's the chance to own something rare and special. I think a lot of people feel that way right now, when most luxury items and accessories are expensive and everyone wants to stretch their dollar. The boxes themselves are so hard to come by that even just getting a non-rare Monster is a big deal."
Additionally, there’s been rise in “treat yourself“ purchases that are all about “little treats” for a dopamine boost which is fueled by the rise in Labubu dolls and other accessories. This has also been seen in the viral "small gifts' parties that TikTok users are hosting.
Are there mini Labubus?
Thanks to the success of the original Labubu dolls, Pop Mart is releasing newer variations of the plush including more size options to shop.
A new line of The Monsters, "Pin for Love," offers the viral plush in smaller sizes with an initial pendant attached for a more personalized feel. Similar to the original Labubus, these are also in blind boxes so it might take a few tries to find the one you're looking for. This version recently launched for $22.99, yet sold out immediately (no surprise there). While it might be hard to find your exact initial, they are sold in two batches (no word on the restock yet), with letters A - M in one and N - Z in another.
If you're searching for a Labubu with a bigger presence, the brand also came out with an extra large version as well. For $114.99, a large multicolored Labubu also sold out quickly on the retailer's site.
How many teeth does a Labubu have?
One of the signs that a Labubu is fake is the number of teeth it might have; the official dolls have nine teeth, with some of the teeth having a unique color or trait corresponding to their vinyl design. A Lafufu, is known as a fake Labubu and sometimes comes with eight teeth or more than nine. So make sure you count your doll's teeth before you buy them!
Another way to know if your Labubu is real or not is to check to make sure that under the foot of a Labubu, there is the Pop Mart logo.
Where can you find a Labubu?
The official retailer of the dolls is Pop Mart, and they are the most reliable place to purchase an official Labubu doll. Urban Outfitters also recently launched PopMart on their site. Other vendors might have them as well, but it’s always important to check that they are the official version. Pop Mart is the best place to buy Labubu and The Monsters products because they release them first online every Thursday at 9 p.m. and in stores on Fridays at 10 a.m.
You can also check local toy shops in your area for the little creatures. I [Shigo] found my Labubu at Partea bubble tea shop in Union Square, where they have dozens of claw machines that they keep fully stocked with Labubus. I was lucky enough to get mine on the first try, but people spend hours and lots of money for the chance to win one.
Macy's Thanksgiving Day Parade Labubu Float
You've seen popular toys, TV characters and icons float down the street during the Macy's Thanksgiving Day Parade, but this year something new is coming down the street ... Labubus! TODAY Show's Dylan Dryer got an exclusive sneak peek at the float, which is housed at a "72,000-square-foot Macy’s Parade Studio in Moonachie, New Jersey, where all the floats are built."
Dryer spoke with Brendan Kennedy, Macy’s director of creative production, about the float featuring Labubu and Mokoko, who are "mischievously wrapping the buildings for a friendsgiving party with their friends, Skullpanda and Dimoo."
More Pop Mart characters and blind boxes to shop
While Labubus are sold out right now at Pop Mart (they go fast!), we have listed some other popular Pop Mart bag charms below.
Another popular Pop Mart character has been CryBaby, which are little teary-eyed dolls that are made into everything from keychains to huggable toys. These toys are neither boy nor girl and are meant to show deep emotion and normalize crying. Similar to a Labubu, this toy is made to be seen and fits perfectly on a shelf or as decor.
Looking for another cute bag charm? Try this Pin For Love series from The Monsters that features a letter and some bag charm gadgets. I [Shigo] have this one and gifted the letter I got to someone with the same initial. They loved it!
If you're a fan of the Powerpuff Girls, this bag charm is for you! The blind box has six characters that you have the chance to open, including a secret one.
Remember Teletubbies? You can now sport one on your favorite bag or phone chain with this blind box that has Teletubbies figurines.
Always losing your AirPods? This cute case will make you want to keep them close by. It features a CryBaby plushie with a zipper for your earbuds to safely rest on your bag.
If you have heard of Labubu, you have probably also heard of Skullpanda. They are little dolls that are futuristic and feature avant-garde outfits. Start your collection off right with this bag charm.
Outfits for Labubu dolls
As if a fuzzy, smiling Labubu isn't enough for your bag, you can also find outfits to dress your monster up in every day. Some people even match their Labubu dolls to their outfits.
Who doesn’t love pink? This set comes with a big bow headband to put on your Labubu’s head, a top and a pair of overalls.
If you want to dress your Labubu up in a trendy outfit, you’ll want to grab this three-piece outfit for your doll that comes with all the best accessories, like a headband and necklace.
Heading on vacation? Don't forget an outfit for your Labubu! This one is perfect for warm weatherthanks to the denim overalls and the sun hat.
Whether your Labubu is going to a baseball game or needs a casual outfit to wear during the day, this little overall and tee combo is such a cute option.
You really can’t go wrong with a summery look for your Labubu. This one comes with a frilly dress and a little hat to keep them protected from the sun.
Who doesn't love a three-piece set? This one comes with a top, a vest, pants and a hat. It also features a little Labubu figurine logo on the shirt.
Other popular bag charms
If you can't wait until the next Labubu drop, we have compiled some other popular bag charms to buy right now. Shop everything from Jellycat charms to rare finds our editors love.
Many fashion designers have been coming out with leather bag charms in fun shapes and animals. While they retail on designer sites for over $500, you can get this faux one for under $10.
This little plushie is able to showcase your mood. You can flip it to gray to show happiness or to black to show anger. It is a great way to help communicate emotions when it is not easy to form words.
Cinnamoroll fans will love this little plush character that features big floppy ears and a cute blue heart clip that can attach to your bag.
Pokémon fans will love this keychain bundle that allows you to have your favorite character with you at all times. Keep your keys on the ring or attach them to a bag.
If you want a cute animal bag charm, you have to add this little duck blind box to your cart. Open up your surprise to find one of seven possible ducks in various outfits.
Matching plush keychains are always a great gift for your friends. These cute little capybaras come with either a turtle backpack or a festive summer strawberry hat.
If you’re anything like me, you also have a Miffy obsession. I own plenty of Miffy products, but this bag charm is next on my list to add to my ever-growing bag charm collection. Miffy was originally designed by Dutch artist Dick Bruna in 1955.
If you love Labubus, your next obsession might be Lulu the pig. This release turns Lulu into either a plush teddy or bunny with their own little accessories. If you already have a Labubu, this charm would look so cute next to it.
If you love animals, you can’t go wrong with this blind box that has a bunch of different animal options for you to win. From pandas to frogs, there are a lot of great options.
Celebrate the summer weather and flowers with a Sonny Angel inspired by flowers. You will get one of 7 possible Sonny Angels at a pretty good discount.
If you want something a little bit larger to keep on display in your home, this collab from Monchhichi and Hello Kitty is cute and would look great on a bookshelf. Similar to the keychain above, these dolls share features from each other’s wardrobes. And just like Labubu, the foot shows the name of the collaboration.
This little floppy-eared rabbit is such a cute bag charm for any type of bag. I actually got this charm for my rabbit-obsessed friend and she immediately put it on her bag and often mentions how commonly she gets complimented on it.
For the besties, this makes for a perfect accessory for their bag or backpack. Grab two to match with your best friend.
Naruto is another popular character that has a huge following. These bag charms come in a set of three and are a part of a collab with Hello Kitty.
If you've heard of Labubu, you have definitely heard of Sonny Angel, and maybe you own a few. I know I have a couple placed around my apartment as decorations. What's unique about this Sonny Angel is that it is a keychain, so you can keep it with you always.
How we chose
We selected these products based on Google search trends and research online about the popular Labubu dolls. We also reached out to Shop TODAY staff to hear their thoughts on the trend.
