Labubu Craze Losing Its Spark as Collector Reveals He Spent Over $50,000 on the Dolls

 Labubu Craze Losing Its Spark as Collector Reveals He Spent Over $50,000 on the Dolls

The global popularity of Labubu collectible dolls appears to be cooling as collectors become more selective and Pop Mart faces declining sales. One devoted fan has revealed that he spent more than $50,000 building a collection of over 400 dolls.

The worldwide craze for Labubu dolls, the furry monster collectibles that became a major fashion and social media trend, may be losing momentum after years of extraordinary popularity.

For a long time, collectors were willing to spend significant amounts of money to obtain the latest releases, with some paying far above the original retail price for rare editions.

However, recent changes in consumer interest and declining sales reported by Chinese toy company Pop Mart suggest that the excitement surrounding the dolls may be slowing down.

One of the collectors experiencing this change is Ensito, a Labubu enthusiast from North Carolina in the United States.

According to a BBC report, Ensito has spent more than $50,000 building a collection of over 400 Labubu dolls.

He previously left his technology job in 2024 to focus on creating content about the collectibles, travelling internationally to find new releases and share his experiences with followers.

Despite his dedication, he says his social media videos are no longer attracting the same level of attention they once received.

Collector Spends More Than $50,000 on Labubu Dolls

Ensito became widely involved in the Labubu community during the height of the craze.

His collection includes more than 400 dolls, and he even went as far as having custom-made teeth designed to resemble the distinctive sharp smile of the Labubu characters.

He regularly attended events and travelled to different countries in search of new additions to his collection.

However, the collector says the popularity of his content has declined significantly.

Videos that previously attracted thousands of views very quickly are now struggling to reach similar numbers.

His interests have also started shifting towards other collectible trends, including Hello Kitty products and squishy toys.

His experience reflects a wider change among some collectors who are becoming less interested in chasing every new Labubu release.

How Labubu Became a Global Sensation

Labubu was introduced in 2019 and became one of the most successful collectible toy lines produced by Pop Mart.

The characters are known for their furry appearance, pointed ears, large eyes and distinctive toothy smiles.

Their popularity grew rapidly through social media, celebrity endorsements and the excitement surrounding limited-edition releases.

Celebrities including Kim Kardashian and Blackpink's Lisa helped bring international attention to the dolls by displaying them as fashion accessories.

One of the biggest attractions was the blind-box system.

Customers purchased sealed packages without knowing exactly which character they would receive until opening them.

This encouraged collectors to buy multiple boxes in the hope of finding rare designs or completing their collections.

Some rare dolls also attracted expensive resale prices, making the market even more competitive.

At the height of the craze, Labubu products attracted long queues at retail stores, and Pop Mart temporarily withdrew the dolls from some UK shops following reports of disputes among customers.

Pop Mart Faces Falling Sales and Investor Concerns

The slowdown in Labubu popularity has become a concern for Pop Mart, the Beijing-based company responsible for producing the collectibles.

According to the BBC report, Pop Mart's global sales during the three months ending in September fell by as much as 50% compared with the same period a year earlier.

The decline was particularly significant in international markets, with reported US revenue falling by at least 70%.

The company's shares have also fallen considerably from their previous peak, raising questions among investors about whether its international success can be maintained.

Pop Mart had experienced remarkable growth as Labubu became a worldwide phenomenon.

However, analysts have warned that the company needs to develop stronger long-term customer loyalty rather than depending mainly on viral trends and celebrity attention.

The company did not provide a comment on the reported share-price movements or the questions about falling sales raised in the BBC report.

Why the Labubu Craze May Be Losing Its Appeal

One important factor behind the slowdown could be the decline in product exclusivity.

During the early stages of the craze, finding certain Labubu characters was difficult.

Collectors sometimes visited several stores or purchased multiple blind boxes before finding the designs they wanted.

This sense of scarcity helped create excitement and encouraged people to keep buying.

However, as Pop Mart increased production to meet demand, more products became available.

For some collectors, the dolls no longer felt as exclusive as they once did.

Marketing experts believe that maintaining excitement around a collectible brand requires more than simply producing large quantities of popular characters.

Companies must also create emotional connections with customers and develop characters that remain attractive even when social media attention moves elsewhere.

Other Collectible Brands Are Attracting Attention

As interest in Labubu appears to cool, other collectible brands are benefiting from changing consumer preferences.

Sonny Angels and Smiski figurines are among the products attracting attention from collectors.

Smiski toys, known for their small glow-in-the-dark designs, have become another popular option among people who enjoy collecting miniature characters.

Other familiar entertainment brands, including My Little Pony and KPop Demon Hunters, have also entered the blind-box collectible market.

Retailers such as Miniso are expanding their selection of collectible products featuring popular Disney and Marvel characters.

This growing competition presents another challenge for Pop Mart as consumers gain more choices in the collectible toy market.

Pop Mart Wants to Build a Bigger Entertainment Brand

Pop Mart is also exploring ways to make its characters more recognisable beyond the toy market.

The company has invested in entertainment-related projects, including a theme park in Beijing and plans for a Labubu film.

These efforts could help establish Labubu as a long-term entertainment property rather than a product that depends mainly on temporary social media popularity.

However, industry observers believe the company must develop stronger stories and character identities if it wants to compete with established entertainment brands.

For example, Sanrio's Hello Kitty has maintained international recognition for decades through merchandise, collaborations and a strong brand identity.

Pop Mart's challenge is to create a similar level of long-term attachment among customers.

Some Collectors Are Spending Less

The slowdown is also changing the behaviour of individual collectors.

Lawrence Yu, a content creator based in Melbourne, Australia, said he had spent approximately $1,400 on Labubu dolls.

After spending around two years following the trend, he now plans to be more selective about future purchases.

His earlier shopping and unboxing videos attracted up to one million views, but he rarely creates Labubu-related content now.

Another collector, Clara Barbero from Canada, described the trend as having lost much of its former excitement.

She explained that she now prefers to purchase dolls she genuinely likes rather than buying every new release.

These changing attitudes suggest that some consumers are moving away from impulse purchases and towards more carefully selected collections.

Dedicated Labubu Fans Remain Loyal

Despite the apparent slowdown, Labubu still has a dedicated community of collectors.

Some fans believe that the decline in viral attention does not necessarily mean the dolls have lost their appeal.

Hedy Khaled from Liverpool, for example, remains attached to her collection of approximately 70 Pop Mart figurines.

Other collectors say the enjoyment of owning the dolls matters more than whether they are currently popular on social media.

Katelynn Carlson, who owns 36 Labubus, believes the happiness associated with collecting is more important than following temporary trends.

For these fans, Labubu is not simply a social media craze but a hobby that provides personal enjoyment.

What Happens Next for Labubu and Pop Mart?

The future of Labubu will depend partly on whether Pop Mart can maintain customer interest as competition increases.

The company has already demonstrated its ability to turn a character into a global commercial success.

However, sustaining that success may require new creative ideas, stronger storytelling, improved customer loyalty and a wider entertainment strategy.

The experience of collectors such as Ensito also highlights how quickly consumer attention can change in the modern social media economy.

A product can become extremely popular within a short period, attract millions of fans and generate enormous sales, only to face a slowdown when another trend emerges.

Conclusion

The Labubu craze may be entering a new phase as collectors become more selective and Pop Mart faces pressure from changing consumer demand.

Ensito's decision to spend more than $50,000 on over 400 dolls demonstrates just how powerful the trend became.

However, the decline in attention surrounding his videos and the reported fall in Pop Mart's sales suggest that the company may need a new strategy to maintain its global success.

Although the dolls still have devoted fans, the biggest challenge for Pop Mart will be proving that Labubu can remain popular long after its viral moment has passed.

Sources

1. BBC News – He Spent $50,000 on Labubus but Now the Craze Is Dying:

   https://www.bbc.com/news/business

2. Financial Times – Pop Mart Sales Fall as Labubu Fever Ebbs:

   https://www.ft.com/content/0025f8af-d34a-4170-bbae-31dce32e45c6

3. Pop Mart – Official Investor Relations:

   https://www.popmart.com.cn/home/investor

4. Pop Mart – Third Quarter 2026 Business Update:

   https://financialfilings.com/filings/pop-mart-international-group-limited/earnings-release/2026/74780935/