Brands Bet on Labubu to Spark Their Next Viral Moment
In the fast-paced world of social media marketing, Labubu dolls have become an unexpected phenomenon, captivating audiences with their distinct sharp teeth, oversized eyes, and fluffy ears. As brands scramble to incorporate this viral sensation into their marketing campaigns, they are either forming official partnerships or employing cheeky, unofficial nods. This reflects a larger trend where companies are embracing the “extremely online” culture that has permeated mainstream marketing.
The Labubu Takeover: A Marketer’s Dream
One shining example comes from Ron Robinson, the founder and CEO of BeautyStat Cosmetics, who recently shared a playful Instagram Reel. In this quirky video, viewers are encouraged to treat their Labubu to a luxurious spa day with the brand’s skincare products. “Leaving your Labubu’s skin feeling hydrated all day!” quips the post—comically ignoring the fact that these dolls don’t have skin at all. E.l.f. Cosmetics also joined the fray by collaborating with TikTok creator Joe Hegyes, who humorously dressed as a Labubu beauty influencer in a “get ready with me” video showcasing the brand’s bestsellers.
But the creative synergy doesn’t end there. Even restaurant chain Olive Garden has joined this playful marketing landscape, featuring a Labubu figure eyeing its irresistible breadsticks and pasta on TikTok. Others, including Pillsbury and Ladurée, have produced engaging TikTok and Instagram content featuring the beloved dolls. Meanwhile, apparel giant Uniqlo has taken a more formal approach, launching a line of licensed Labubu merchandise in partnership with Pop Mart.
Riding the Viral Wave: Why Brands Are Jumping In
This latest wave of marketing strategies signifies an adaptive pivot that brands are making to tap into catchy trends and remain relevant. The year 2023 witnessed a surge in pink product launches linked to the hype surrounding the “Barbie” movie. The concept of “Brat Summer” filled social media feeds with vibrant aesthetics inspired by Charli XCX. Not to be overshadowed, brands including Wendy’s and PetSmart have leveraged viral lines from shows like “Love Island.” Now, as the Labubu craze takes center stage, brands recognize the opportunity to capture attention and enhance their online presence.
Melissa Minkow, Director of Retail Strategy at CI&T, encapsulates the phenomenon succinctly, stating, “Brands are recognizing that Labubu is generating significant interest among consumers. By aligning with it, they feel a boost in relevance.”
H2: The Rise of Labubu Marketing
Labubu, conceptualized by Kasing Lung in 2015 as part of a Nordic-inspired picture-book series, soared to fame when Pop Mart began licensing and producing the toys in 2019. With the rise of TikTok unboxings and blind-box releases, the character’s allure has continually drawn collectors, pushing Pop Mart’s revenue to nearly $2 billion in 2024.
Beyond their role as mere toys, Labubu figures have transformed into fashionable accessories. Fans proudly clip these dolls onto their bags, style them as keychains, or showcase them as a part of their outfits. This crossover appeal explains why brands like E.l.f. are so eager to join the hype; as Labubu becomes a part of consumers’ lifestyles, content on how to style them—even in playful or exaggerated ways—becomes highly sought after. The charm of celebrity endorsements, from K-pop star Lisa of Blackpink to icons like Rihanna and Lizzo, has only amplified the craze.
H3: Strategic Partnerships That Pay Off
The expansion of Labubu into collaborative marketing has been impressive. In January 2025, an official partnership with Coca-Cola introduced Labubu dolls holding mini Coca-Cola bottles. Additionally, in the UAE, Ladurée is providing complimentary Labubus with purchases of 54 macarons or more.
Such partnerships offer tremendous benefits: they often require minimal product testing and low launch costs, making them effective for building buzz. Anjali Bal, an associate professor of marketing at Babson College, emphasizes, “It’s a strategy to generate excitement and conversation around your brand.”
One notable success story is Ravipa, a jewelry company based in Thailand, which teamed up with Pop Mart to unveil Labubu Baby, a collection featuring adorable bracelets, rings, and earrings for adults. The response has been overwhelmingly positive, with several pieces selling out almost immediately after launch.
H2: The Perks and Pitfalls of Chasing Virality
Labubu dolls are a marketer’s dream; bursting with color and nostalgia, they resonate with growing trends among adults who seek to reconnect with their inner child through collectibles—an emerging trend known as “kidulting.” Brands that tap into this sense of nostalgia can create compelling connections with Labubu enthusiasts. However, there is a fine line; if a brand’s messaging feels forced or out of character, it risks alienating potential customers.
Bal advises that the best approaches maintain authenticity: “To find success, it’s crucial to integrate these trends as a natural extension of your brand’s personality.” E.l.f. Cosmetics serves as a prime example of this, having cleverly highlighted their products in an engaging and playful manner.
Yet, not every foray into the Labubu universe has been seamless. Louis Vuitton’s attempt to introduce a Labubu-inspired “Vivienne Fashionista” bag charm, priced over $1,200, drew mixed reviews from social media users, illustrating that high-priced items often diverge from the whimsical charm of Labubu.
Conclusion: Navigating the Viral Landscape
The Labubu phenomenon serves as both a vibrant case study in leveraging niche fandoms and a cautionary tale on the challenges of chasing virality. The ever-shifting trends mean that brands have a tight window to act; failing to engage timely can lead to missed opportunities, leaving them lost in a sea of overlooked content.
As Noah Mallin, a digital marketing consultant, points out, capturing consumer attention is what truly matters. “What’s always been most important is to create engaging content that resonates with your audience without feeling gimmicky. Unconventional creativity can achieve this, but it must also communicate the brand’s core identity.”
Ultimately, the frenzy around Labubu not only highlights the innovative ways brands are connecting with consumers but also serves as a reminder that authenticity and a strategic approach to marketing can yield significant rewards in the landscape of social media.
For deeper insights into marketing trends and viral brands, check out sources like Modern Retail and Digiday.
