### The Laboo Craze: Why These Plush Monsters Are Taking Over TikTok
In a world where cuddly toys often dominate the market, a new monster has emerged to steal the spotlight—quite literally! Enter the Laboo, a plush toy created by artist Cass Singh Long. Drawing inspiration from Nordic mythology, Long has crafted a charming yet slightly mischievous creature that has become the latest sensation on TikTok. With their fuzzy bodies and razor-sharp smiles, these toys have captivated collectors and casual consumers alike, leading to viral trends across social media platforms.
Originally introduced in 2015 through a picture book series titled *The Monsters Trilogy*, Laboo toys underwent a transformation in 2019 when Long struck a licensing deal with PopMart, a toy company known for its collectible products. The plush dolls have garnered attention for their unique designs and the thrill of the “blind box” concept, where consumers purchase a box without knowing which version of the Laboo doll they will receive. This gamble of surprise adds an element of excitement, driving fans to buy multiple boxes just to snag their favorite character.
The Laboo dolls, priced around $27 each, have been flying off the shelves, often selling out within minutes. Online resellers have been quick to capitalize on the popularity of these plush friends, with prices soaring to absurd heights. Some collectors have reported landing rare editions for thousands of dollars. This resale market has spawned a variety of experiences, both thrilling and risky, as many shoppers have fallen victim to scams while trying to secure their own Laboo. Just like any skyrocketing trend, some mischievous imitators have popped up, selling fake versions that leave customers feeling a little *plush*ed.
PopMart’s founder, Wong Ning, has seen unprecedented success with the Laboo line, amassing a net worth that skyrocketed him to the ranks of China’s wealthiest billionaires. Following a sizzling first half of the year, PopMart is expected to surpass an astounding $4.2 billion in sales. Despite the joy that comes from the Laboo craze, Wong’s fortunes took a turn when rumors surfaced about declining interest in the new Laboo dolls in mainland China, leading to a hefty drop in his net worth by nearly $6 billion. Talk about a rollercoaster ride!
So, what’s the magic behind Laboo’s power over consumers? The “chase strategy,” reminiscent of trading cards and Beanie Babies, heightens the thrill of collecting. Each surprise box not only offers a chance to find a rare version but also creates an online community where fans share their unboxing experiences, celebrate their collections, and even connect over their inner-child nostalgia. Laboo fans have done everything from designing car seats for their plush friends to celebrating their characters via social media, thriving on a sense of community and shared joy.
PopMart has proven to be savvy in leveraging digital trends to boost their brand and engage with the younger generation. With celebrities like Rihanna and K-pop star Lisa spotted with Laboo dolls, consumers feel a sense of aspirational unity, as they jump on the bandwagon to collect these quirky characters. As the trend continues to snowball, PopMart has plans to expand its reach, marking its first store opening in the Middle East, and potentially venturing into gaming and animation to keep the excitement alive.
The Laboo phenomenon not only exemplifies modern consumer culture but also highlights how creativity and community can transform a simple plush toy into a cultural sensation. For now, the plush monsters continue to charm their way into hearts—and shopping carts—around the globe. So grab a box, roll the dice, and join the Laboo craze; you never know what adorable surprise awaits you!
