Why Everyone Suddenly Wants This Weird Doll

1. Make it Instantly Recognisable (Thumbnail to IRL)

The weird, ugly yet weirdly cute looking dolls are distinct but lovable.

This triggers identity projection and fans say, “That’s me.” Making it stand out anywhere. Whether a thumbnail, a selfie, or hanging off a bag.

Perfection is overrated. Personality and the feeling is why people buy. Price really doesn’t effect a customers decision to buy as much as you think.

Design one unforgettable product…then give it a flaw people love. This is the Mascot Effect.

2. Turn Buyers into Billboards

What Labubu did:
Mini figures. Keychains. Charms. All wearable, visible, and shareable.

Why it works:
Every customer becomes free distribution and when Rihanna and David Beckham were spotted with Labubus… sales exploded.

Copy this:
Create a micro-SKU (a low-cost add-on) or a free bonus item that travels with your customer. Bags, bottles, phones, tees, even digital watermarks.

Then launch it with your hero product, not after.

3. Create Scarcity That Fuels the Story

What Labubu did: Blind-boxes. Secret variants. Timed app drops. Collector sets.

They sold the chase, the dopamine hit of randomness, the FOMO of missing out, and the status of completing a set.

And fans wrote the story of Labubu for them. They recorded themselves ripping boxes open, trading variants, and showing off their collections…

The scarcity drives obsession and obsession drives content.

Copy this:

• Build 5-12 item sets

• Add 1–2 hidden variants

• Drop on a calendar with names/art arcs

• Show % of collectors who’ve completed a set

• Seed 50 micro-creators and give them a ritual (#FirstPullFace, #SetComplete, #TradeMeet)

Scarcity → Emotion → Content→ More Scarcity.

The best content comes from your customers.

That can’t be faked.