Did you know that the global designer toy market is projected to reach $8.1 billion by 2033? This meteoric rise is no accident.
The Labubu craze, a wildly popular collectible from Kasing Lung’s “The Monsters” series is a perfect example of how influencers can ignite a cultural phenomenon.
From TikTok trends to celebrity endorsements, Labubu’s journey into the spotlight offers some valuable lessons in the art of going viral. Let’s break it down.
1. Leveraging Star Power
When BLACKPINK’s Lisa was seen sporting a Labubu charm, it catapulted into overnight sensation status. Celebrities have enormous clout, but this is more than just about exposure.
By aligning the product with Lisa’s fun-loving and playful personality, Labubu became an extension of her brand. Fans didn’t just want the toy; they wanted a piece of Lisa’s world.
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Takeaway: Find influencers whose personal brands really fit with your product. The most authentic synergies lead to emotional bonds with the audience.
2. Magic in a Box
The “blind box” phenomenon has become a hallmark of Labubu’s appeal, and the influencers have turned this into an art form.
TikTok creators film the suspense and joy of unveiling rare designs, fueling curiosity and driving purchases. These videos are more than just marketing; they’re a shared experience that audiences can’t resist.
Takeaway: Build anticipation and empower influencers to tell stories-be it through unboxing, challenges, or exclusive reveals.
3. Leveraging TikTok’s Virality
Hashtags like #LabubuCollection have garnered millions of views on TikTok, where creators show their collections or tips on how to trade them.
The effect becomes viral: people watch, share, and purchase, creating the trend. The TikTok algorithm pays off with content that interacts, making this platform a field for niche products.
Takeaway: Encourage influencers to create shareable, community-driven content. A sense of belonging fuels engagement.
4. Nostalgia Meets Novelty
Labubu’s whimsical design taps into childhood nostalgia while offering something fresh. Influencers play on this duality, often sharing personal anecdotes about their own toy collections. This emotional layer deepens audience attachment, turning casual interest into long-term loyalty.
Takeaway: Position your product as both familiar and new. Let influencers frame it as an emotional journey.
5. The First-Mover Advantage
Influencers who moved in with Labubu early positioned themselves as trendsetters, and their followers were ready to follow suit. This sort of exclusivity also showed up in limited-edition drops that influencers popularized as must-haves. Scarcity fuels desire, and Labubu perfected the equation.
Takeaway: Partner with influencers to emphasize your product’s uniqueness and build a feeling of urgency concerning availability.
Final Thoughts
The craze for Labubu isn’t just that-it’s a class on influencer marketing. It banked on star power, suspense, and emotional connection until it was trending across borders.
To replicate such results, brands need to comprehend the integral dynamics involved in driving influencers to go viral. And with today’s market, there’s little room for more than authenticity and strategy.
