Labubu hype seemed unstoppable, now the fluffy monster mania is dying

Once seemingly unassailable, the Labubu toy craze is now fading, according to experts and fans alike. Once a viral sensation, the quirky monster dolls, which were sold in limited-edition "blind boxes," have seen a significant drop in sales. Online influencer Ensito, who built a multi-million dollar collection, has shifted his focus to other trends.

Pop Mart, the parent company of Labubu, reported a 50% drop in global sales in the most recent quarter, with significant declines outside mainland China. Analysts attribute the decline to Pop Mart's struggle to maintain excitement beyond a single viral moment. The exclusivity of the dolls, which made collecting feel nostalgic, is no longer as appealing, and increased production has led to more readily available toys.