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Labubu dolls, the quirky collectible toys described as “fluff balls with monster faces,” are capturing the attention of Australians and reshaping the nation’s luxury toy market. The surge in popularity—particularly among Gen Z and young adults—has led to massive lines at retailers, a thriving resell market, and a cultural debate about what makes these plush toys so desirable.
What Is a Labubu Doll?
Originally designed by Kasing Lung, a Hong Kong-based artist, Labubu dolls stand out due to their unusual design. With oversized heads, long bunny-like ears, and mischievous faces, the dolls are considered “kind of ugly” yet endearing. Manufactured by Pop Mart, a company known for blind-box collectibles, each Labubu figure is a mystery until opened, fuelling the excitement for collectors.
Gen Z Leads the Charge
The Labubu craze is being powered by Gen Z, a demographic known for its appetite for exclusivity and viral trends. Reports from Yahoo indicate that huge lines have formed outside retailers across Australia, with some shoppers queuing for hours to snag the latest release.
Australia’s $51 billion collectible toy market is “reaping the reward” of the Labubu phenomenon, which experts say is driven by social media, the appeal of surprise, and a quest for limited-edition luxury items. Many buyers film “unboxing” videos and share their collections online, further fuelling demand.
The Rise of the Resell Market
Not everyone collecting Labubu dolls is motivated by nostalgia alone. PerthNow highlights how local resellers in Perth and other cities are turning the Labubu trend into a profitable side hustle. With rare Labubu figures fetching significant markups on resale platforms, some collectors are able to “turn over big profits,” according to local reports.
The business of reselling is becoming more sophisticated, with Australian sellers tapping into the global demand for limited-edition and rare figures. Collectors and speculators alike are leveraging social media and dedicated online markets to buy, sell, and trade Labubu dolls, sometimes for prices well above retail.
Adult Collectors Embrace the Trend
While often labelled as toys, Labubu figures are mainly purchased by adults—a phenomenon that news.com.au describes as part of a wider “adult toy trend” sweeping the country. For many, Labubu dolls offer a sense of nostalgia, comfort, and a connection to childhood, but with a distinctly 21st-century twist: exclusivity, online communities, and investment potential.
Why the Luxury Appeal?
Despite their simple design and playful aesthetic, Labubu dolls are viewed as luxury items by many Australian buyers. The Guardian suggests that the brand’s strong identity, limited production runs, and active engagement with fans create a sense of prestige around each release. The thrill of mystery, the hunt for rares, and the display value of a complete collection have all contributed to the dolls’ high status.
A Global and Local Phenomenon
Labubu’s success is not limited to Australia. As reported by CNN, the “kind of ugly” plush toy has become a global sensation, inspiring fans and collectors across Asia, Europe, and North America. However, the current Australian craze—evident in viral social media posts and sold-out store releases—highlights the country’s particular enthusiasm for the trend.
As the Labubu collector community continues to grow, retailers, resellers, and fans show no signs of slowing down, suggesting that Labubu dolls could remain a prominent fixture in Australia’s toy collecting scene for some time.
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