Despite demonic allegations and Pazuzu links, Labubu doll becomes 2025’s most wanted toy in America

What began as an underground sensation from Chinese toy giant Pop Mart has exploded into a full‑blown national frenzy. Labubu, the spiky‑eared, fang‑bearing creature designed by Hong Kong artist Kasing Lung, is now as ubiquitous as any Cabbage Patch Kid ever was. Standard blind‑boxed figures retail between $8.99 and $27.99, but secondary market prices soar into the hundreds, and on occasion, thousands, of dollars.



Part of Labubu’s allure is mystery. Each “blind box” conceals one of dozens of vinyl or plush variants, including ultra‑rare “secret editions.” Collectors chase the rush of discovery—and celebrity sightings on Instagram only fuel the craze. From Rihanna dangling Labubus on her Birkin to David Beckham showcasing them on a baseball cap, the toy’s cred has gone stratospheric.


Online, a handful of TikTokers and Redditors have stoked fears that these innocent‑looking gremlins harbour pagan or even demonic power. One now‑deleted video paired AI‑generated images of Labubu with the Mesopotamian demon Pazuzu, claiming a sinister origin. Experts and fans immediately pointed out the flimsy “evidence,” yet the “cute horror” tag stuck—and paradoxically boosted demand.



Even before the demonic whisper campaign, economists warned that President Trump’s trade tariffs might trigger toy shortages. Coresight Research CEO Deborah Weinswig noted that global trends now spread at lightning speed, making one item “never great to have on every wish list” because supply can vanish overnight. Pop Mart’s 31 US stores and 53 vending machines sell out in minutes, driving frenetic Amazon drops and a 300% surge in Labubu live‑sale viewership on platforms like Whatnot.



Other blind‑box lines, Skullpanda, Sonny Angel and Smiski, are rushing to fill the void, but none match Labubu’s blend of adorable menace. As the “kidult” demographic swells, first‑quarter adult toy sales hit $1.8 billion, up 12% year‑on‑year. Whether you believe in the demon theories or not, one thing is clear: Labubu has transcended mere plaything to become the defining collectible of 2025.