How to build a brand obsession. The Labubu playbook.

Our colleague Vlad just got back from vacation and brought us a tiny Labubu. It’s not an original, and that’s totally fine. Because when a toy gets so popular that knock-offs show up on a beach in Bulgaria, you know the trend is massive.

So, this got us to this point where we are teaching you the recipe for transforming a small toy into an accessory that gets to hang on Birkin bags and is accused of making Anna Wintour give up her 37-year-old job as the Vogue U.S. Editor-in-Chief.

Let’s hack the consumer behavior techniques behind the Labubu toys together.

Step 1: Connect your product to a feeling.

Especially nostalgia. It seems to be the marketing trend of the decade.

Labubu isn’t just a toy. It’s a modern-day Winnie the Pooh, the kind we used to hang on our phones, backpacks, or pencil cases. It brings back the carefree energy of childhood, mixed with a dash of grown-up weirdness.

Your product should feel like something. Comfort. Rebellion. Whimsy. Safety. Pick an emotion, then anchor your branding around it.

If we can give you one piece of advice, it’s this: don’t be afraid to go all in once you choose the feeling you want to evoke.

Because if recent marketing success has taught us anything, it’s that nothing is too much, not even the cringe-inducing vibes some modern mascots give off.

Step 2: Use gaming techniques.

You know why slot machines work so well, even though gambling it’s bad for people? Because of intermittent variable rewards.

And that’s exactly what Labubu uses. The toys come in blind boxes. You don’t know what you’re getting until you open it. Sometimes you get what you want. Sometimes you don’t. But you keep trying because the rush of maybe getting the one you wished for is addictive.

It’s the gamification technique you now see in banking apps, fast fashion platforms, and so much more. You know, the “spin the wheel and maybe win 20% off your next purchase or a trip to Bali” kind of thing.

That kind of gamification triggers your reward system and makes you buy even more.

To apply this to your brand, think about adding small interactive elements: a surprise gift at checkout, a scratch-to-reveal discount, or a mystery box experience. It doesn’t have to be high-tech, just emotionally engaging.

Step 3: Activate FOMO.

People don’t just want a Labubu. They want all the Labubus.

Each one has a different mood, color, and vibe, so you can match them to your outfit, your day, or your whole personality. It’s not just a product, it’s a lifestyle gang.

That’s why you should make your product collectible. Build a world. Make people want the whole set. Whether it’s a range of must-try flavors or a matching color palette, create products that look amazing when lined up in a row, on a shelf or in an Instagram photo.

Step 4: Create scarcity.

Every Labubu series has an ultra-rare secret figurine. You don’t know which box it’s in. Only a few people get it.

And that scarcity? It drives massive demand.

So, don’t be afraid to limit supply. Rarity creates desire. Just make sure the product is worth chasing.

Step 5: Get to the right influencers.

Labubu hit a new level of fame after Lisa from BLACKPINK was seen with one. And Lisa? She’s Gen Z royalty.

This wasn’t just about reach, it was about relevance. That’s why you should choose influencers who reflect your audience’s identity, not just their follower count.

Step 6: Make it social media-worthy.

Labubu isn’t just a toy. It’s a moment. From the packaging to the unboxing, every detail is aesthetic and TikTok-friendly. That matters.

Your product should look good in a story. In a Reel. On a shelf. From the bow on the box to the unwrapping experience, every detail adds value. Our advice, especially in 2025, is to invest in packaging. Because with all the options on the market, people don’t just buy products anymore, they buy the full experience.

Step 7: Dare to be weird.

Let’s be real: Labubu is kind of creepy. But that’s what makes it unforgettable. It breaks the mold. It’s not safe. And that’s exactly why it works.

Was the creepy-cute vibe a happy accident? Or was it a perfectly calculated disruption? Either way, it worked.

Keep this in mind: don’t be afraid to lean into something unexpected. Safe is forgettable. Strange gets shared. Just look at how unhinged mascots are taking over marketing, or how brands like Liquid Death are successfully selling plain water, just because of their totally unexpected marketing strategy.

Conclusion.

If a $20 toy with sharp teeth became so popular that Rihanna wore it on her Louis Vuitton bag and Dua Lipa accessorized it on her Birkin, then good marketing clearly works. There’s no need for further proof. So why not try it yourself? Maybe your brand will be the next success story we’ll write a guide about.

If you need support with your marketing strategy, send us a message.