Inside the Labubu Craze & the Rise of Designer Toy Brands: Pop Mart, Top Toy, Miniso, Finding Unicorn, Dodo Sugar & HiToy
Jennifer NguyenI
In the past few years, a tidal wave of cuteness has swept the globe—and at the center of it is Labubu, the mischievous little creature with wild hair, jagged teeth, and an irresistible smile. What began as a niche collectible from Pop Mart has exploded into an international obsession, spawning long lines, sold-out blind boxes, and heated resale markets. But Labubu is just the gateway. A whole universe of designer toy brands has followed, each offering their own spin on art, emotion, and miniature storytelling.
Here’s a breakdown of the Labubu phenomenon and how other brands like Top Toy, Miniso, Finding Unicorn, Dodo Sugar, and HiToy are rising in its wake.
🌟 Who (or What) is Labubu?
Labubu is a character from the The Monsters series, created by artist Kasing Lung and brought to life by Pop Mart, China’s powerhouse of designer toys. With its scruffy fur, wide grin, and gremlin-like charm, Labubu perfectly blends creepy and cute. Each release—whether themed around fairy tales, pirates, checkmates, or garden parties—tells a story without words. That storytelling, combined with the thrill of blind box collecting, has made Labubu a pop culture icon among collectors worldwide.
Pop Mart’s collaboration with Kasing Lung has not only elevated Labubu, but helped launch the entire "blind box" trend into the mainstream.
🧸 The Pop Mart Empire
Pop Mart is the industry leader that built the foundation for today’s designer toy craze. They’ve created an entire lifestyle around vinyl figures—complete with flagship stores, vending machines, mobile apps, and international artist collaborations.
Top Artists under Pop Mart:
- Kasing Lung – Creator of Labubu and The Monsters
- Kenny Wong – Known for Molly
- Lang – Behind Crybaby
- PUCKY, DIMOO, Skullpanda – Huge fanbases of their own
Pop Mart releases are polished, collectible, and often hold resale value. Their drops often sell out in minutes.
🚀 Who's Competing? Meet the New Wave of Toy Titans
As Pop Mart dominates, several new brands have entered the market, offering similar styles but with unique flair and pricing strategies:
Top Toy (TOPTOY)
Launched by Chinese retail giant MINISO, Top Toy is a direct competitor to Pop Mart and has taken bold steps into pop culture collabs, anime franchises, and original IP. They lean a little more mainstream with familiar figures, and they’ve also tapped into gaming and nostalgia for cross-market appeal.
Known For:
- Wider price range, with options for both casual and serious collectors
- Heavier emphasis on display-ready figures and accessories
- Collaborations with global properties (e.g., Ultraman, Sanrio)
Miniso
Though better known for lifestyle goods, Miniso has embraced the blind box craze with its own affordable lines of toys and collabs. It bridges the gap between impulse buys and collectible figures.
Strengths:
- Budget-friendly
- Available globally in malls and airports
- More accessible to casual collectors
Finding Unicorn
This indie darling is the quiet powerhouse behind brands like Shinwoo, Rico, and Lulu the Piggy. With a strong focus on emotional storytelling and unique aesthetics, Finding Unicorn toys feel like art pieces.
Notable Collaborations:
- ShinWoo – Ragbear Clinic, Ghost Bear, Baddy Town
- RiCO – Honey Baby, Crab Crab, Bubble Pigs
- LuLu the Piggy – Sweet and silly pig characters with expressive designs
Collectors Love:
- Gorgeous packaging
- Tender, narrative-driven characters
- Lower production numbers = rare finds
Dodo Sugar
Quirky, candy-colored, and sometimes downright weird—Dodo Sugar leans into cuteness with a surreal twist. Often inspired by retro aesthetics, space themes, or fantasy, their designs are playful and unexpected.
Expect:
- Eye-catching designs
- Bold character expressions
- Often overlooked, but gaining traction fast in collector circles
HiToy
One of the newer kids on the block, HiToy is growing a loyal fanbase with its use of dreamy textures, vibrant pastels, and gentle characters. Their figures often feature soft vinyl or plush components and feel highly collectible.
Featured Series:
- Dreamy cloud animals, bubble planets, sleepy critters
- Emphasis on coziness and softness
HiToy is also known for experimenting with plush-vinyl hybrids—perfect for pendant fans or plush lovers transitioning into the art toy world.
🛍 Why Collectors Are Hooked
Whether it’s Labubu’s mischievous grin or Shinwoo’s worn-out teddy bear patients, this new wave of designer toys scratches a very specific itch:
✅ Mystery & Surprise (Blind boxes!)
✅ Artist storytelling & stylized design
✅ Limited-edition appeal
✅ Emotional connection through nostalgia or softness
✅ Aesthetic that fits kawaii, alt, goth, pastel, or Y2K subcultures
💸 The Collector Market
Many collectors treat these toys like mini stocks—resale values can spike, especially for:
- Secret/Hidden Editions (1/144 odds!)
- First editions or early production runs
- Exclusive regional releases (Asia only drops)
- Discontinued or artist-retired figures
Labubu, in particular, can fetch $80–$300+ per figure on secondary markets depending on rarity.
🧵 Final Thoughts
Whether you’re a Pop Mart veteran or a newcomer exploring Finding Unicorn, designer toys have become more than collectibles—they’re a form of self-expression and art curation. Each brand offers a window into a different emotional universe. And no matter your aesthetic—soft, spooky, or sparkling—there’s a blind box waiting just for you.
So, who’s your favorite: Labubu, Molly, Rico, Shinwoo, or someone new?
Let the collecting begin! 🎁✨
