Pop Mart Unveils Mini Labubu and Long-Fur Plushes

Chinese toy powerhouse Pop Mart has announced the worldwide release of its much-anticipated mini Labubu plush dolls and a new long-fur version of the iconic character, continuing the brand’s meteoric rise in the global collectibles scene and bringing a fresh focus on love and self-expression to its diverse fanbase .

Labubu, the toothy, pointy-eared character beloved by collectors worldwide, originated in 2015 through the imagination of Hong Kong artist and illustrator Kasing Lung. Inspired by Nordic mythology, Lung’s creation first appeared in three picture books before quickly gaining cult status. In 2019, Pop Mart partnered with Lung to translate Labubu’s quirky charm into an array of vinyl figurines, plush toys, and eye-catching collectibles that have captivated both toy connoisseurs and social media influencers .

The brand’s real breakthrough came in 2023, when Pop Mart introduced Labubu plush toys on key rings, making the character accessible as a portable companion and instantly recognizable symbol of playful rebellion and individualism .

Pop Mart’s latest series, “The Monsters Pin For Love,” builds on Labubu’s reputation for celebrating uniqueness and self-expression. The new mini-sized Labubu vinyl plush pendants stand at just four inches tall, designed for easy attachment to bags, phones, or keys . Available in 30 different colors that correspond to letters of the alphabet, the pendants invite fans to spell out names, initials, or messages meaningful to them—an approach that resonates deeply in LGBTQ+ and other communities where identity and chosen family are celebrated .

Each pendant, sold in a blind box for $22.99, offers an element of surprise and collectability. Complementing the mini plushes, the series also introduces 30 unique letter charm blind boxes, each featuring a distinct pattern and a metal Labubu charm, retailing at $18.99 each .

According to Pop Mart, the “Pin For Love” collection is designed to “spell names, initials, or secret messages” and foster connection among fans. The symbolism of letters and personalization offers an opportunity for LGBTQ+ individuals and allies to create visible statements of pride, support, and identity, whether through initials, pronouns, or coded affirmations .

Alongside the miniatures, Pop Mart is launching the “Rock the Universe” edition as part of The Monsters Big Into Energy Series, featuring the first-ever long-fur Labubu plush. Each plush comes adorned with a pearl-and-alloy heart necklace, and thanks to a specialized dyeing technique, no two figures are exactly alike. This statement piece will retail at $114.99 and is expected to attract both seasoned collectors and newcomers with its message of individuality and love .

Labubu’s rise to prominence is not just a story of collectibles, but one of community, self-acceptance, and creative expression. Across social media, Labubu has become a favorite among LGBTQ+ influencers, artists, and fans, who often use the character as a canvas for customizing, storytelling, and celebrating their own journeys . The playful ambiguity and unique look of Labubu allow fans of all identities to project their own stories onto the character.

The “Pin For Love” series’ emphasis on personalization and message-spelling aligns with LGBTQ+ traditions of coded language and symbolism, from the use of colored handkerchiefs in queer history to the modern practice of sharing pronouns and pride colors. For many, collecting and gifting Labubu charms becomes a way to express love, solidarity, and belonging in a world where visibility and affirmation matter .

Pop Mart’s expansion into international markets has made Labubu a global phenomenon, with pop-up stores and collaborations in major cities from Beijing to New York. The brand’s marketing often centers on the themes of individuality and joy, making Labubu a powerful symbol for people from all walks of life, including LGBTQ+ communities seeking playful, accessible icons of self-love and acceptance .

In recent years, Pop Mart has hosted collaborative campaigns with LGBTQ+ artists and creators, further reinforcing its commitment to diversity and inclusion .

With “The Monsters Pin For Love” series, Pop Mart leverages the universal language of toys to foster joy, connection, and affirmation. The ability to spell out “LOVE,” a name, or a pride slogan with colorful Labubu charms offers a tangible, joyful way to celebrate identity and community, whether shared among friends, worn at Pride events, or displayed as a personal reminder of resilience and hope.

As the collectible toy market continues to evolve, Labubu’s enduring popularity and inclusive messaging demonstrate the power of art, creativity, and play to bring diverse communities together—one tiny, toothy monster at a time .