Dozens Wait Overnight on Michigan Avenue for Viral Labubu Toy Release

A crowd of eager collectors camped out overnight along Michigan Avenue on Monday, hoping to snag the latest release of Labubu, the quirky and wildly popular plush toy that has sparked a global frenzy.

The excitement centered around the launch of Pop Mart’s newest blind box series, Big Into Energy, which features six vinyl plush pendants—plus a coveted “secret” character—each representing a different emotion such as love, hope, and happiness. The figurines debuted in brand-new colorways, and just 200 units were made available at Pop Mart’s Chicago store. They sold out in minutes.

Labubu, the fuzzy, toothy character with oversized ears and a mischievous grin, has gone from niche figurine to viral sensation in recent months. Inspired by Nordic folklore and originally conceived by artist Kasing Lung in his picture book series The Monsters, Labubu was once a background character. Now, she’s at the forefront of Pop Mart’s best-selling franchise.

Priced at $27.99 per blind box—up from $21.99 for the previous series—the toys are already fetching up to $90 on resale platforms like StockX. Part of the appeal lies in the mystery: each box is sealed, and buyers have only a 1-in-72 chance of finding the rare "Secret" pendant inside.

Labubu’s popularity is yet another win for Pop Mart, the Chinese toy giant reshaping the designer toy market, long led by Japanese brands. Last year, the Labubu-centered The Monsters series alone generated 3 billion yuan ($410 million USD) in global sales.

Social media is fueling the craze. Videos of fans nervously unboxing the toys—followed by squeals of joy or groans of dismay—have dominated TikTok feeds in recent weeks. “It’s like a mini lottery,” said collector Jasmine Lee, 19. “Even if you don’t get the one you want, the experience is everything.”

As Labubu continues her rise from sidekick to superstar, one thing’s clear: this little monster has stolen the world’s heart—one blind box at a time.

Credit: https://abc7chicago.com/post/popmart-sells-labubu-big-energy-viral-toy-downtown-chicago-540-michigan-avenue/16247823/