Beijing, August 29, 2025 — Excitement reached fever pitch in Beijing on Friday as fans of the wildly popular Labubu dolls flocked to stores to secure the latest release of the collectible toys made by Chinese toymaker Pop Mart.

Among them was Maki Li, proudly posing outside a Pop Mart store in central Beijing with a dozen Labubu dolls dangling from a chain around his neck. “I’m super happy right now,” said the 32-year-old, who managed to buy a box of 14 of the latest palm-sized versions, priced at around $11 each. “I’ll hang them in every possible place I can.”

The new mini Labubus went on sale online late Thursday and sold out almost instantly, continuing a global trend that has seen the “ugly-cute” fanged creatures adorn the handbags of celebrities like Rihanna and Dua Lipa.

Labubu releases are typically limited and sold in “blind boxes”, leaving buyers unsure which design they will get until they open it. The thrill of the surprise has fueled demand worldwide, with frenzied scenes at stores and record sales.

For Li Jianuo, a mother shopping with her children, the toys were more than collectibles. She said she spent over 1,000 yuan ($140) to buy multiple dolls as back-to-school gifts. Her daughter squealed, “It’s so cute!” as she unwrapped a box to reveal a white-eared Labubu.

“I wanted to fulfil my children’s wishes. They really like it,” Li said. “When they grow up, they will be able to look back at how we scrambled to get it. I think it’s important to have that memory preserved.”

The craze has even drawn notice from China’s leadership. Commerce Minister Wang Wentao recently cited the dolls in a speech as a symbol of “new forms of consumption and new trends” that could help lift China’s slowing economy.

Other fans say the toys’ quirky design offers something deeper. Zhang Jiaru, a 27-year-old collector, explained: “It’s about paying for your own interests, right? It makes you happy.”

Maki Li agreed, adding that the dolls gave him comfort. “People can’t afford the big-ticket items anymore — they can’t buy Balenciaga, so they buy Pop Mart instead. Wearing my Labubus feels healing. They can keep you company for a long time.”