‘Selfish': Hundreds of Sydneysiders line up for toy
Hundreds of Sydneysiders have spent their Saturday lining up in hopes of getting their hands on the latest trend sweeping the nation.
The Labubu, a furry plushie featuring a bizarre grin and sharp teeth, has become the ultimate show of status after soaring to popularity with huge celebrities such as Rihanna and Dua Lipa donning the furry toy.
Designed by Hong Kong-born artist Kasing Lung, the product is sold by Chinese toy company Pop Mart following a collaboration with Lung on his story series book The Monsters, released in 2015.
While the Labubu hit the market in Asia in 2019, the slightly scary-looking plushie only took off after Blackpink's Lisa, a popular K-pop singer who also starred in season three of The White Lotus, was spotted with a $32 keychain-version of the doll attached to her handbag in April 2024.
And in just 12 months, the whole world has become hooked, including Aussies.
Aussies were first able to get hold of the now-viral toy following Pop Mart's arrival Down Under in mid-2023.
Fast-forward two years, and there are now 11 Pop Mart stores in Sydney, Brisbane and Melbourne, all of which regularly draw huge crowds with the hopes of snagging an in-demand plushie.
But, as one recent video filmed in Sydney shows, it's not children who are frantic for the Labubu – it's fully-grown adults.
In the clip, crazed shoppers can be seen standing in Sydney's Pitt Street Mall as they eagerly wait to get their hands on the plushie.
Security guards stand at the door and patrol the line to ensure fans are on their best behaviour as they endure the gruelling wait time.
The footage has sparked a serious debate among Aussies amid claims 'selfish' people at the front of the line were buying '15 plus' Labubus – leaving none for others.
'Should it be limited to one per person?,' the poster questioned.
'The fact that there is no limit is insane! It's why resellers are making a mint,' replied one frustrated viewer.
'There should be a limit of two per person. That's fair! Who has time to line up for two hours for a fluffy toy? Obviously lots of people with too much money,' said another.
'I lined up for three hours and I ended up leaving with nothing. It's an outrage! I believe they should set rules in place for popular items and limit two per person,' said a third.
Other viewers were less than impressed with the scenes with some branding it 'ridiculous'.
'No thanks. What a waste of money,' said one.
'Adults lining up for two hours for a small toy is a questionable behaviour in itself,' said another
Some even compared the craze to the 2017 'fidget spinner' obsession.
'It's officially the 2025 version of fidget spinners.'
'It's madness,' agreed another.
Pop Mart, which describes itself as a 'rising global force in pop culture and entertainment', said the power lies in the 'love at first sight' reaction the toys get from loyal followers.
'This isn't just about 'toys' but a collectable, pop-culture movement engaging Australian adults like never before,' a Pop Mart spokesperson told news.com.au.
'The excitement here mirrors what we've seen in major cities globally with queues forming around the block as eager collectors hope to get their hands on these unique pieces.
'We collaborate with a series of designers to create highly collectable figurines, and the range has grown from strength to strength.'
Part of the fun – and the frenzy – comes from the mystery.
Each Labubu is sealed in a box, so buyers have no clue which design they're getting. It could be a common one, a quirky variation, or if luck's on your side, a super-rare edition that collectors go wild for.
Shoppers are also only notified of a new drop at short notice, often via WhatsApp the morning stock becomes available, further fuelling hype.
With collectors often waiting in line for hours, some have reported queuing on social media for over 12 hours, and some Aussies have resorted to extreme measures.
Airtasker has revealed people are being booked using the platform to queue up and buy a Labubu, with one Sydneysider paying a stranger $100 to avoid the large crowds.
'It's always fascinating to see how Airtasker users adapt to cultural moments,' Airtasker Founder and CEO Tim Fung told news.com.au.
'Labubu isn't the first craze we have seen people paying others to help them source – there was digital queuing for the Taylor Swift Eras tickets, help finding the CJ Hendry artistic wheelie bins and lining up in person for the popular pistachio papi desserts.
'If there is a cult buy happening it's more than likely you will find people posting on Airtasker for help to get their hands on it.'
Despite it's hefty price tag, the Labubu craze shows no signs of slowing down.
The quirky key-ring doll – which regularly resells for over $100 – was recently dubbed a must-have fashion accessory by Vogue, cementing its status as a full-blown cultural phenomenon.
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