By now almost everyone has seen the creepy but cute doll that has everyone, both young and old, in a spin — and the reason for that is a brilliant marketing strategy. In this article, Saads Abrahams from media update is sharing insights into the marketing madness behind the Labubu craze.
Toys are something that anyone and everyone can appreciate — it gives older generations a sense of nostalgia and provide the younger ones with a sense of joy, excitement and inclusiveness.
When a brand is marketing a toy, it works well to tap into all of these feelings because, as much as a toy is intended for kids, adults have the buying power. But what works even better is creating a toy that is not only intended for kids but is appealing to all ages.
What Is a Labubu
The Labubu toy was created by artist Kasing Lung, originally from the Netherlands and now residing in Hong Kong. Drawing inspiration from Nordic mythology, Lung introduced these characters in his picture book, The Monsters Trilogy, in 2015. In 2019, he entered into a licensing agreement with Pop Mart, allowing his designs to be made into collectable toys.
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Scarcity as Strategy
The Labubu dolls have become a global sensation, thanks to social media platforms like TikTok, where influencers and everyday people are sharing their unboxing of these little creatures.
Labubus are typically sold in "blind boxes," meaning that buyers do not know what Labubu they are getting until they open the packaging. What adds to the appeal of the unboxing is that there is a secret and rare Labubu that buyers have a chance of securing. Pop Mart has advertised that buyers have a 1-in-72 chance of unboxing these coveted versions.
Now, why does this work? People have a major fear of missing out — FOMO — so when a brand creates something that is special and limited, it creates this huge sense of urgency in consumers to get something before it is gone, to not feel left out.
If you look at the Labubu doll, it does look a little creepy, which usually wouldn't appeal to a global market — yet here we are. And all because people love to hop on a trend and get a product everyone wants, especially one that is seemingly difficult to get your hands on.
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Social Media and Influencer Mania
Without social media, Labubus would probably be unknown to the majority of the world; however, thanks to TikTok and Instagram and the love for unboxing, this little monster has garnered worldwide fame. Globally, people are sharing themselves opening up their Labubu haul and growing their collection.
Celebrities such as Rihanna and Lisa from Blackpink were spotted with their Labubus clipped to their designer handbags, which has just added fuel to the Labubu craze. Not only is this doll a collectable item, it is now a fashion statement.
What marketers can learn from this is to leverage fan communities on social media to help build traction. As well as collaborating with UGC creators, influencers and celebrities to gain traction on your products — this will help your product gain virality.
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Aesthetic and Brand Identity
The one thing that Labubu has definitely gotten right is its brand identity — you can spot a Labubu from a mile away. Its creepy-cute look is memorable and even in different styles, it still essentially looks like the original Labubu.
This is an incredibly important takeaway for marketers — you need to build a strong brand identity and stick to it. This will make sure that your brand is memorable to the public, even to those who aren't fans.
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Main Takeaway
The Labubu craze proves that when it comes to building a successful product, psychology is everything. The marketing behind Labubu taps into:
- FOMO: Limited-edition Labubus and seasonal drops fuel FOMO.
- Emotional Connection: The Labubu is not just a plush toy; it has a story behind it.
- Community: Through unboxings and building a collection, Labubu has successfully built an online fandom and community.
Marketers, take note: You need to create culture, not just products.
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What are your thoughts on the Labubu craze? Let us know in the comments section below.
*Image courtesy of Facebook