Christmas 2025 – Festival of Toy Craze

Labubu, Lafufu, La-what-the-f…?

Labubus, Sonny Angels, Jellycats and much more….on social media you encounter them all. The over 1.6 million #unboxinglabubu videos go viral daily and are fanatically followed worldwide. However, if you belong to the minority of those not chronically online here's a quick recap: they are small plush monsters which have been produced by Chinese toy giant PopMart since 2019. These collectibles are reminiscent of a fur-covered little monkey with rabbit ears and a terrifying, teeth-baring grin. They are based on Labubu, a character from the picture book series "The Monsters" by Hong Kong-born artist Kaising Lung.

The craze began in 2024 when singer Lisa from K-pop group BLACKPINK posted on Instagram in April 2024 a photo of her Louis Vuitton handbag complete with a Labubu keychain ("Birkining The Bag" – as it has been called since 2023 in homage to Jane Birkin and her accessory-personalised handbag). The photo went viral and triggered a flood of Labubu purchases.

The plush creatures are collected, displayed, worn on belts and handbags. Celebrities like Rihanna or Kim Kardashian proudly present their dolls in public. The little monsters are sold in opaque cardboard boxes; only upon unboxing does it become clear which exact character you have acquired. Depending on the series, such boxes cost anywhere from €18 to €9000. Acquiring particularly coveted Labubu series boxes, which become available online in a rush on so-called Drop-Days is a competition more intense than acquiring Taylor Swift's Eras Tour tickets. In 2024, PopMart achieved a turnover of 400 million USD with its plastic creatures. In 2025, it has already reached 4 trillion USD – and the year is not yet over. 

PopMart is not alone in its success; the global toy market achieved a turnover of 119.6 trillion USD in 2025. With a market value of 33.5 trillion USD, the adult sector accounts for 28% of profits. According to market research by firm Circana, the adult segment has been the fastest-growing toy market for two years. Driven by nostalgia and an escape into carefree childhood, adults are rushing to buy Labubus, Sonny Angels, Lego, Pokémons and Jellycats. 

Kidults (Kid + Adult) is what these toy enthusiasts are called. The phenomenon itself is nothing new. Disney, Lord of the Rings, Marvel or Star Wars have long enjoyed the attention of adult fanboys and -girls. However, according to experts, the origins of this industry's boom into the mainstream lie in the time of the Corona pandemic. Isolated and full of pent-up energy, people over 18 worldwide escaped into figure and card collecting.

According to a study by OnePoll, already in 2023, 59% of surveyed adults described themselves as Kidults. And the trend is becoming ever more popular. By now it seems to be part of a global monoculture. Psychologists attribute the phenomenon to a potpourri of social circumstances: in a world where everyday life is characterised by a shitstorm of horrific, nerve-wracking news, toys offer a safe refuge. This enables a break from war and suffering, a safe haven characterised by nostalgia and emotional security. A carefree spirit that we can only regain through childhood. Cynics speak of the Peter Pan pandemic. Beyond stress relief, the consumption of these collectibles offers many another advantage: community. 

In an age characterised by lockdowns, home office and social anxiety, the collecting craze creates community. Bonded by shared enthusiasm and fanaticism, friendships are formed in social networks as well as in real life. Like-minded people feel accepted and understood, as part of something greater. This social belonging is essential for our emotional wellbeing. According to psychologists, such social acceptance can not only reduce stress, anxiety and depression, but also have a positive effect on our physical health. Among other things, a strengthened immune system and better memory are attributed to well-maintained social relationships, according to social psychologist Naomi Eisenberger of UCLA. No wonder, then, that the fuss over the toys seems unstoppable.

Here in Würzburg too, the Labubus have already crept in. If you stroll leisurely along Eichhornstraße, the grimacing faces of the little monsters grin at you again and again from shop windows. Be careful when buying, though – instead of genuine Labubus, you might end up with a Lafufu.

Yes, correct. Labubus have by now become so famous that they have acquired their very own doubles: the Lafufus. These fake Labubus appeared in early 2024 and often look deceptively similar to the genuine ones. In TikToks, experts show online how to distinguish the dolls from one another by certain details – such as the number of teeth (always 9 on the real thing) or a seal embossing on the underside of the right foot, which is only visible under UV light.

So now the only question remains: what will be under your Christmas tree this year? Have you already fallen for the toy mania? Did Labubus top your wish lists? And can you also make sure that it really is a Labubu and not a Lafufu? Whether or not Father Christmas fulfils your wildest Kidult dreams this year – we wish you a happy festive season!