If you’ve spotted a stylized figure with big eyes and a mysterious aura called Labubu, you’re not alone. Created by Chinese artist Kasing Lung, the character has gone from niche art toy to mainstream obsession, embraced by celebrities, influencers, and now investors in the growing resale market. But the big question is: do viral collectibles like Labubu actually offer a profitable return?
The collectible toys market has seen explosive growth, driven by the power of social media and the allure of scarcity. Platforms like StockX, eBay, and private Instagram or Telegram groups are moving thousands of dollars in sales — often reselling items that were originally priced affordably for up to ten times the value.
Why Is Labubu So In-Demand?
Labubu’s success isn’t just luck. With a unique aesthetic and emotional appeal, these toys have become cultural icons, especially in an era where pop nostalgia and exclusivity are valued more than ever.
Limited edition drops are a key driver. Each release by Pop Mart — the brand responsible for Labubu’s distribution — is produced in controlled quantities. Once they sell out, the only way to get them is through the secondary market.
Add to that the visibility from celebrities like BLACKPINK’s Lisa, Dua Lipa, and Rihanna, and you’ve got a recipe for viral status and serious demand.
Real Numbers: What Does the Resale Market Say?
A quick look at StockX tells the story. Labubus originally released for $20 to $50 are now reselling for up to $400 or more, depending on rarity and condition. Some limited editions fetch over $1,000 on international platforms.
What’s more, prices tend to spike within the first 90 days after release. Much like the sneaker resale market, the formula is clear: high demand + low supply = high profit potential.
In Brazil and beyond, private reseller groups on Instagram and marketplaces like Shopee are buzzing with rapid sales, particularly after each new drop.
Scarcity, Hype, and the “Sold Out” Effect
The magic of viral collectibles lies in the blend of artificial scarcity and emotional marketing. The brand builds anticipation with teaser drops, exclusive collaborations, and mystery editions (with “secret” characters hidden in blind boxes).
When items sell out — sometimes in mere minutes — urgency takes over. Those who missed out scramble to buy the toy on secondary markets, even at much higher prices.
This creates a speculation cycle that mirrors the stock market, where timing your purchase and resale makes all the difference.
Is Now a Good Time to Start? Yes — With a Strategy
Investing in collectibles like Labubu can be highly profitable, but it requires smart planning:
- Study the market before buying: Follow niche Instagram accounts, TikTok creators, and YouTube channels that review new releases and track high-potential pieces.
- Watch for ultra-limited drops: The smaller the edition, the more valuable it becomes. Exclusive event releases or artist collabs often command top prices.
- Be patient: While some figures skyrocket in value right away, others take time. Think mid- to long-term if you want real profits.
- Preserve condition: Original packaging, sealed boxes, and scratch-free items significantly increase resale value.
- Avoid short-lived hype: Not all trends last. Focus on collectibles tied to strong fanbases and long-term cultural relevance — like toy art, Asian pop culture, and fashion crossovers.
Comparing to Other Investments
Compared to crypto, stocks, or even sneakers, collectible toys offer a lower entry barrier and more personal control. With $50, you can buy a Labubu at launch and potentially flip it for $300 or more in a matter of weeks — a significant return versus traditional investments.
However, it’s important to note: this is an unregulated, hype-driven market. While there’s serious upside, values can drop just as fast if demand dips or trends shift.
Bonus Tip: Combine Collectibles with Digital Marketing
If you want to turn your collectible passion into a business, use digital marketing to your advantage. Create a brandable profile, post unboxings, share drop calendars, and engage with fellow collectors.
Credibility and community matter. The more trusted your presence is, the faster you’ll sell — and at better profit margins.
