In a world that moves at the speed of social media, where trends are born and spread within hours, objects once seen as child’s play are gaining a whole new status: financial assets. That’s exactly what happened with Labubu, the adorable monster figurines that began as cute collectibles and have now become some of the most sought-after investment items.
This phenomenon isn’t isolated. Just like what happened with limited-edition sneakers or Pokémon cards, viral toys are evolving into serious investment pieces. And those who get in early can reap significant rewards.
The Viral Effect and Price Surge
It all starts with a viral moment. One TikTok, an influencer’s photo, or a designer showcase — and suddenly, the product is everywhere. For Labubu, the boom was driven by Asian pop culture influencers, kawaii aesthetics, and the rise of emotional consumption among Gen Z.
As demand spiked, stores sold out in minutes. On platforms like StockX and eBay, rare editions began to resell for up to 10x their original price. The Labubu “Phantom” figure, for example, has been listed for over $1,000 on the secondary market.
The Logic Behind Modern Collecting
It comes down to a simple formula: scarcity + emotional demand + hype = value. When an item is produced in limited quantities and tied to a cultural narrative — whether nostalgic, aesthetic, or media-driven — it transcends its original purpose and becomes a symbol.
This symbolism is what turns it into a status asset. Celebrities like Rihanna, Dua Lipa, and BLACKPINK’s Lisa have been seen styling Labubu figures in fashion editorials and luxury outfits, further fueling global obsession.
Echoes of Sneakers and Trading Cards
Labubu’s rise mirrors what we’ve seen with limited-edition sneakers and trading card games like Pokémon and Yu-Gi-Oh. In both cases, the item’s value isn’t purely physical — it’s tied to story, scarcity, and exclusivity.
Platforms like StockX and GOAT turned sneakers into tradable assets. Today, rare Air Jordans or Yeezys sell for thousands of dollars. Some holographic Pokémon cards have even crossed the $100,000 mark.
Labubu is walking that same path. With limited releases, “secret” editions, and artist collaborations, these toys are quickly becoming serious collector’s assets.
Resale Data and Value Growth
According to the Pop Mart Global Market Report, the blind box collectible market generated over $1.5 billion in 2023, with an estimated annual growth rate of 25%. Within this ecosystem, Labubu is among the most rapidly appreciating lines.
Data from StockX shows that rare blind boxes from lines like Skullpanda or Labubu see average resale value increases of 220% within the first 6 months. Secret editions or factory errors (a.k.a. “error toys”) can skyrocket by over 600%.
Who’s Investing in These Toys?
Forget the image of nostalgic hobbyists — today’s collectible buyers include Gen Z investors, millennials, and seasoned traders looking to diversify their portfolios with emotional assets.
Investing in emotional or symbolic goods — from art to fashion to luxury toys — is becoming a common strategy among high-end investors. These assets offer status, inflation protection, and often, high liquidity.
Risk vs. Reward: Is It Worth the Investment?
Like any speculative market, collectible investing has its risks. Not every viral toy retains value. Market saturation, trend shifts, or oversupply can cause values to drop sharply.
Experts recommend that potential investors:
- Research the brand’s history (e.g., Pop Mart);
- Monitor influencer behavior and fan communities;
- Track auctions and trade forums;
- And most importantly, buy what you personally enjoy.
Because even if the value drops, the joy of owning a meaningful collectible remains.
Inside the World of Elite Collectors
Some of the top Labubu collectors in the world have turned their stashes into goldmines. One Chinese collector, known as “Mr. L”, reportedly owns over 2,000 Labubu figures — a collection worth more than $300,000. He displays them in temperature-controlled rooms and treats rare figures like fine art.
Others chase artist collaborations, such as limited editions with Kasing Lung, which often become instant grails in the luxury toy world.
These stories highlight how modern collecting has shifted from hobby to high-value creative industry.
