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ARTICLE · 15 OCTOBER 2025

The Labubu Hype: A Toy Monster Shaping IP Narratives

S.S. Rana & Co.
S.S. Rana & Co.
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S.S. Rana & Co.

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150,000 US Dollars is what one Labubu was sold for recently in an auction in Beijing. So how does Pop Mart manage to sell weirdly appearing toys for such a high price? The answer is their genius marketing strategy, and more importantly the way they protect it

IndiaIntellectual Property
Nitika Sinha
Nitika Sinha
Chirag Tuteja
Chirag Tuteja
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What's The Trend?

150,000 US Dollars is what one Labubu was sold for recently in an auction in Beijing. So how does Pop Mart manage to sell weirdly appearing toys for such a high price? The answer is their genius marketing strategy, and more importantly the way they protect it.

Pop Mart relies on a strategy many high fashion brands also employ, maintaining scarcity. They keep the supply of Labubu's low using strategies like limited time drops and keeping a large percentage of manufactured stock out of circulation. This in turn ensures that demand for a Labubu always stays high.

The Labubu doll has now become a popular toy even amongst the Bollywood with several celebrities spotted incorporating it into their style. Urvashi Rautela, Ananya Panday, Sharvari Wagh, and Pashmina Roshan are among the celebrities who have been seen with the toy, either as a bag charm or as part of their overall look. This indeed is adding the excitement amongst the community as

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