Restricting stock can be a marketing strategy, as ITV News’ Mahatir Pasha reports
Sales of Labubu dolls have been paused in UK stores after skyrocketing demand for the plush toys has led to safety concerns, its makers have said.
Fans have taken to social media to share anecdotes of long queues and customers fighting to get their hands on the popular dolls – and reports of resellers inflating prices.
The dolls cost around £50, but some being resold on eBay are advertised for hundreds. Some come in “blind boxes”, where you can only find out the Labubu’s design when it has been purchased and unwrapped.
In a statement, makers Pop Mart said: “Due to increasing demand for our beloved Labubus, we’ve seen a significant rise in customer turnout on restock days.
“To ensure the safety and comfort of everyone, we will temporarily pause all in-store sales of The Monsters plush toys until further notice.
“We’re working hard behind the scenes to improve the shopping experience both in-store and online.”
One woman attempting to buy a Labubu from a store in one of London’s Westfield shopping centres said she witnessed an “actual fight”, as customers queued up for the latest drop.
“There’s people in balaclavas, running to the front and surrounding the workers to grab all the tickets,” she said.
Another woman reported being targeted by resellers in a Westfield store.
She said: “Someone just tried to sell me their Labubu in the shop for double the price.”
As well as toys, the dolls have become a fashion accessory – with Rihanna , Dua Lipa and BLACKPINK’s Lisa among those pictured using them as bag charms.
Love Island’s Olivia Attwood has also shared her love for Labubu.
Maker Pop Mart’s decision to limit stock of the plushies, releasing them in controlled “drops” both in-store and online is likely behind the chaotic scenes, according Susannah Streeter, head of money and markets at Hargreaves Lansdown.
She told ITV News: “Companies often use the strategy of scarcity to make their products even more appealing and make fans want to really get their hands on them fast. That can lead to big queues building up online and in store.”
Pop Mart’s decision to pull the products from UK shelves could fuel a rise in counterfeits, according to Daniel Sullivan, a senior associate at Reddie & Grose.
“With manufactured scarcity or limited edition products, whenever demand outstrips the number of products there, there will always be people who try to step in and fill the gap,” he said.
Copycat products may not comply with safety rules, bringing possible risks to consumers who may be buying the items as toys for children, he added.
In 2024, Labubus generated 3 billion yuan (£309 million) of Pop Mart’s 13.04 billion yuan (£1.3 billion) in revenue.
The dolls are inspired by Nordic folklore and were created in 2015 by Hong Kong-born, Netherlands-raised illustrator Kasing Lung.
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