The hottest accessory trend of summer 2025 is the Labubu doll. But if you don’t hang out with Gen Z’ers (13 to 28 years old), you may have missed it.
Labubus are plush mini monsters that can be worn on backpacks, purses, or belt loops on jeans. They can be styled by coordinating them with your clothes or used as decorative pieces for your car or desk.
Four-time Grand Slam tennis champion Naomi Osaka, who is 27, carried a $495 Labubu on her racket bag at the U.S. Open tennis tournament.
Labubus's marketing genius lies in its scarcity and mystery. Its products come in blind boxes designed to surprise buyers, making them even more collectible. “Secret editions,” combined with social media buzz, power Labubu’s summer-long success.
Are you saying, “I’ve seen this movie before?”
Over the years, we have seen the rise and fall of Beanie Babies, Cabbage Patch Kids and even Pet Rocks. Are Labubus any different? Maybe. Maybe not.
However, it's amazing to see how innovative brands create winning customer experiences.
So IYKYK. If not, you might want to sit this out!
TownandCountrymag.com, June 5, 2025, “The Rise of the Status Stuffed Animal”
APNews.com, September 1, 2025, “Naomi Osaka is bringing Labubu to the US Open. There’s Althea Glitterson and Billie Jean Bling”
Forbes.com, August 30, 2025, “What Are Labubus? And What Business Lessons Can We Learn From Them?”
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