摘要：拉布布是中国泡泡玛特推出的毛绒玩具，也是社交媒体上的宠儿。但近来这些受到大量粉丝追捧的长着尖牙的小怪兽玩偶并非一夜成名。实际上，早在十年前就已问世的拉布布，只是最近来才成为收藏玩具市场的新宠。
一、北欧神话故事中走出的可爱丑萌角色
拉布布是中国泡泡玛特推出的毛绒玩具，也是社交媒体上的宠儿。但近来这些受到大量粉丝追捧的长着尖牙的小怪兽玩偶并非一夜成名。实际上，早在十年前就已问世的拉布布，只是最近来才成为收藏玩具市场的新宠。
拉布布是出生于香港的知名中国插画艺术家龙家升2015年在其移居地荷兰创作的三本系列故事画《精灵天黑》（The Monsters）中的一个长着兔耳朵的角色，这套系列故事画受到源自北欧的神话启发，深受儿童的喜爱。
拉布布之父中国插画艺术家龙家升
二、明星与流媒体加持的热门时尚玩偶
2019年，龙家升与面向玩具鉴赏家和网红的泡泡玛特公司达成协议，开始将其故事画的角色制作成潮玩发售，但直到2023年泡泡玛特开始销售钥匙圈版拉布布毛绒玩具后，这些尖牙怪兽玩偶才逐渐成名，成为娱乐界明星蕾哈娜、金·卡戴珊和NBA球星狄龙·布鲁克斯手中的时尚玩偶，韩国女子乐队组合Blackpink的成员Lisa等也开始在照片墙和抖音上纷纷发布她们所拥有的拉布布照片，在拥有大量粉丝的娱乐明星和流媒体加持下，引发了越来越多的人希望拥有自己的拉布布玩偶热潮。
据统计，仅抖音上关于拉布布的话题就已超过140万条，且仍在增加，内容包括粉丝开箱视频、以拉布布为灵感的穿搭展示和拉布布角色扮演等。
泡泡马特不失时机地抓住这波热潮，先后推出了超过300种颜色、形状和尺寸的拉布布玩偶，并使其成为公司的热门IP之一。
粉丝们迷上了拉布布融合玩具与时尚的特质，把它们当作手提包、背包和腰带上的配饰，或挂在汽车后视镜上。
泡泡玛特美洲地区知识产权许可负责人艾米丽·布勒夫说：“拉布布这个角色已演变成一种收藏品和时尚符号，其古怪的美学风格和独特的背景故事引起了粉丝的共鸣。”
明星与流媒体加持使拉布布成为众多粉红追捧的时尚玩偶
三、泡泡马特推广其玩偶生产与销售的未来规划
拉布布为泡泡玛特公司带来了巨大成功。该公司2024年营收翻倍至130.4亿元人民币，部分归功于这个精灵般的小怪兽拉布布。公司年度报告显示，泡泡玛特毛绒玩具的收入在2024年飙升了超过1200%，占其总收入的近22%。
除了吸引玩具爱好者和时尚人士，拉布布还运用了盲盒营销的热潮：购买者不知道自己会买到哪个版本的拉布布毛绒玩具。
布勒夫称，泡泡玛特公司确保不同收入水平的人都能买到拉布布，大多数产品的价格在20至300美元之间，但某些联名款或限量版的价格更高。
与许多玩具大多吸引儿童或青少年不同，拉布布的粉丝中还有大量成年人。市场研究公司Circana的数据显示，2024年美国18岁及以上消费者推动玩具市场同比增长了超过8亿美元，其中有不少成年购物者（多数为女性）为自己购买这些玩具。2025年第一季度，18岁及以上人群的玩具销售额较上年同期增长12%，该群体以18亿美元的支出成为本季度所有年龄组中消费最高的群体。
与许多零售商一样，泡泡玛特正积极关注美国与所有贸易伙伴的谈判，因为其价格可能受到影响。中美贸易局势自然是焦点之一，因为美国总统唐纳德·特朗普的关税不确定性让制造商和零售商都无所适从。
泡泡马特还将借助设立城市乐园进一步推广其产品
目前，产品在亚洲各地生产的泡泡玛特表示，正持续扩大生产规模，并通过网店、零售店和盲盒自动售货机拓展分销渠道，以满足不断增长的需求。
拉布布毛绒玩具的供应短缺导致一些商店前排起长队，英国一家购物中心甚至由此发生肢体冲突。泡泡玛特上月末在照片墙上宣布，暂时暂停英国所有门店和盲盒机的销售。欧洲负责人彼得·希普曼在脸书帖子上称，公司目前正在研究向商店分销玩具的新方法。
因许多拉布布粉丝仍愿意支付高昂的溢价拥有自己想要的拉布布玩偶，因而导致黄牛转售问题严重。
美国女青年科娜·弗林是拉布布的粉丝之一，她最近在洛杉矶格罗夫购物中心偶然发现一个售货亭在售卖拉布布。弗林在其6月1日的抖音视频中表示，尽管价格“贵得离谱”，但她的男友还是为她买了两个。她说：“有些时候你根本买不到它们，我想要一个拉布布，但无法从泡泡玛特买到，所以我们才在这里出高价购买。”
为了跟上巨大的需求，泡泡玛特表示，计划到年底在美国新增50家零售店，以让购物者有更多机会寻找拉布布，泡泡玛特还计划在今年剩余的时间里推出多款与季节和节日相关的新拉布布产品。
Part toy, part fashion, the arrival of the viral Labubu was a long time in the making. By MICHELLE CHAPMAN on AP. June 4, 2025
Labubu, the plush toy from China’s Pop Mart is a social media darling, but the toothy little monsters are far from an overnight success. Having appeared a decade ago, Labubus may have finally cemented their place in the collectible toy market for years to come.
The Labubu, by artist and illustrator Kasing Lung, first appeared with pointed ears and pointy teeth, in three picture books inspired by Nordic mythology in 2015.
In 2019 Lung struck a deal with Pop Mart, a company that caters to toy connoisseurs and influencers, to sell Labubu figurines. But it wasn’t until Pop Mart started selling Labubu plush toys on key rings in 2023 that the toothy monsters suddenly seemed to be everywhere, including in the hands of Rihanna, Kim Kardashian and NBA star Dillon Brooks. K-pop singer Lisa of Blackpink began posting images of hers for her more than 100 million followers on Instagram and on TikTok, where Labubu pandemonium has broken out.
There are 1.4 million #Labubu TikTok posts and counting, videos of fans unboxing them, showing styles inspired by them, and of course, Labubu cosplay.
Fans have latched on to Labubu’s mashup of play and fashion, making them accessories on handbags, backpacks and belts, or hanging them from car mirrors.
“The character has evolved into a collectible and style symbol, resonating with fans who connect with its quirky aesthetic and unique backstory,” Emily Brough, Popmart’s head of IP licensing in the Americas, said.
Labubu has been a bonanza for Pop Mart. Its revenue more than doubled in 2024 to 13.04 billion yuan ($1.81 billion), thanks in part to its elvish monster. Revenue from Pop Mart’s plush toys soared more than 1,200% in 2024, nearly 22% of its overall revenue, according to the company’s annual report.
Aside from their ability to pique the interest of toy aficionados and fashionistas, Labubu latched on to the blind box phenomenon, where the purchaser doesn’t know exactly which version of the plush toy they’ll get.
And Pop Mart made sure there is a Labubu for everyone, regardless of income. Most are priced in a wide rage between $20 and $300, with certain collaborations or limited editions priced higher, according to Brough.
Unlike many toys, Labubu devotees include a large number of adults. Buyers ages 18 and over drove a year-over-year increase of more than $800 million in the U.S. toy market in 2024, according to market research firm Circana. Adult shoppers, mostly female, bought the toys for themselves. In 2025’s first quarter, toy sales for those ages 18 and over rose 12% from the prior-year period. At $1.8 billion, adults also accounted for the highest spending among all age groups in the quarter.
Like many retailers, Pop Mart is actively monitoring negotiations between the U.S. and just about every one of its trading partners as prices may be impacted. The situation with China is at the forefront, with President Donald Trump saying on Friday that the country “violated” an agreement with the United States on trade talks.
Right now Pop Mart, whose products are manufactured across Asia, says that it is continuously scaling production and expanding distribution across its online shop, retail stores and blind box vending machines to meet increasing demand.
Short supply has led to long lines at stores and at least one physical fight at a shopping center in the United Kingdom. Pop Mart said in an Instagram post late last month that it was temporarily suspending all in-store and blind box machine sales in the U.K. Peter Shipman, head of Europe, said in a Facebook post that the company is currently working on a new method to distribute toys to stores.
Resellers have become problematic and many Labubu fans are still willing to pay exorbitant price markups.
Kena Flynn was at The Grove shopping center in Los Angeles recently when she stumbled upon some Labubus being sold at a kiosk. Flynn said in a TikTok on Sunday that the prices were “really bad,” but her boyfriend bought two anyway.
“At a certain point, you can’t buy them,” Flynn said in her video. “I just want a Labubu and I cannot buy one from Pop Mart, so here we are.”
Looking to keep up with the overwhelming demand, Pop Mart says it’s on track for 50 more retail locations in the U.S. by the end of the year. That’ll give shoppers more chances to hunt for Labubus, as Pop Mart says it’s planning multiple new Labubu releases tied to seasonal moments and holidays throughout the rest of the year.
来源：读行品世事一点号