Russians Spend $17 Million on Labubu Toys Amid Popularity Surge

Labubu toys, created by Hong Kong designer Kasing Lung and launched globally by Chinese company Pop Mart, have become a major collectible sensation, with Russians spending over 1.5 billion rubles (approximately $17.6 million) on these plush toys in 2025. The surge in popularity began in spring 2025, with sales on the Russian e-commerce platform Wildberries skyrocketing by 4,700% in May and continuing to grow by 1,190% in June, making the toy widely popular among Russian consumers, with about one in ten Russians purchasing Labubu products. The toy's rising fame has been fueled by celebrity endorsements from figures such as K-pop star Lisa, Rihanna, Kim Kardashian, and David Beckham. However, the growing craze has sparked concern among Russian lawmakers who have called for a ban, citing the toys' monster-like appearance and potential harm to children, with additional calls for tighter regulation due to inadequate labeling on some products. The popularity of these blind box toys, known for their mystery characters, reflects a global trend that has also captivated the Russian market. The debate highlights the tension between consumer enthusiasm and regulatory scrutiny in Russia regarding foreign-designed collectibles.