Labubu Mania: Why Luxury Brands Are Betting on Toys

Labubu is no longer confined to children’s rooms. In 2025, the gremlin-like figure from Pop Mart’s “The Monsters” series has become a cultural phenomenon – and a strategic asset for luxury brands. Fashion powerhouses like Miu Miu, Jacob & Co., and Uniqlo are responding to the hype with limited-edition collaborations aimed at Gen Z and Asia’s trend-savvy consumers. This is reported by G.Business, referencing insights from Jing Daily and social media analytics.

Miu Miu x Puyi Eyewear: Luxury for the Eyes

The collaboration between Italian fashion house Miu Miu and Asian eyewear specialist Puyi marks a calculated entry into the high-end Asian accessories market. Launched in July 2025, the sunglasses collection merges minimalist design with technical precision. It embodies the “quiet luxury” trend — refined, logo-free, and highly intentional.

The numbers underscore its impact: the hashtag #MiuMiu has amassed nearly 490 million views on Weibo, while #Puyi holds over 5 million. Miu Miu’s strategy goes beyond accessories — these glasses are positioned as an entry point for a younger, style-conscious demographic that values function, fashion, and identity.

Pop Mart x Uniqlo: Turning Cult Figures into Wearable Stories

The next stage of Pop Mart’s collaboration with Uniqlo, titled “The Monsters,” brings Labubu and its crew into Asian retail through a capsule collection, slated for August 2025. Social media has already erupted in anticipation: #PopMart sits at 730 million views, while #Uniqlo tracks 370 million on Weibo.

By turning a viral collectible into fashion, Uniqlo injects emotional storytelling into its brand. Labubu isn’t just a figure; it’s a symbol — and the clothes carry that narrative forward. Like Sanrio or Disney before it, Pop Mart is establishing itself as a culture-defining brand for a new, urban generation.

Image: Uniqlo

Jacob & Co. x G-Dragon: Where K-Pop Meets High Jewelry

In June 2025, Jacob & Co. unveiled a limited jewelry line designed with K-Pop legend G-Dragon (Peaceminusone). The drop includes pendants with symbolic meaning and ultra-premium design. The campaign was culturally calibrated — Weibo data shows #Peaceminusone reached 1.25 billion views, while #Jacob&Co earned around 752,000.

Prices range from $1,200 to $11,000, with authenticity certificates and collectible-grade packaging. This is not just luxury — it's wearable cultural storytelling. The strategy is twofold: economic (price tiering) and emotional (identity, fandom, and exclusivity).

Germany: Between Collector Hype and Emerging Market

Germany hasn’t yet seen official Labubu collabs with fashion houses, but the community is already vibrant:

• TikTok & Instagram scenes: Hashtags like #LabubuGermany and #PopMartBerlin show active collectors, especially in Berlin, Nuremberg, Cologne, and Hamburg.
• Official Pop Mart Store: Krema Concept Store, Auguststraße 47A, 10119 Berlin → krema.store
• DiceHeart Berlin: Fürbringerstraße 22, 10961 Berlin → @diceheart.berlin
• Miniso Stores:
  • Frankfurt: Zeil 106
  • Düsseldorf: Schadowstraße 56
  • Hamburg: Spitalerstraße 16
    → Regular Labubu drops reported via TikTok
• Roboshops (Toy Vending Machines):
  • Munich (Riem Arcaden)
  • Frankfurt (MyZeil)
• Pop-up stands and conventions:
  • DoKomi Düsseldorf 2025, booth 1D35 → dokomi.de

Forecast: Who Might Join the Trend in Germany

No official Labubu-brand collabs have been announced in Germany, but several fashion and retail players are well-positioned:

These are editorial assessments, not confirmed plans — but based on global patterns, brand DNA, and consumer compatibility, these names are likely candidates.

Labubu Isn’t a Toy — It’s a Strategy

Labubu-driven collaborations show how symbolic characters now drive brand narratives. Fashion houses are no longer using these IPs as gimmicks, but as portals into new cultural spaces: emotional connection, storytelling, fandom, and identity.

With Labubu figures already popular across Germany’s retail spaces and TikTok feeds, the first German-language luxury collaborations may be just around the corner. The infrastructure is in place. All that’s left is the official launch.

Collaboration Snapshot

Stay connected for news that works — timely, factual, and free from opinion — and insights that matter now: Sports Marketing: How Wang Ning Built a $22.7 Billion Toy Empire with a Fluffy Monster Called Labubu

Image source: Gabby Elan via Jing Daily