4 Things Every Marketer Must Learn From Labubu

By Chris Jaques

When was the last time that your Marketing truly transformed the performance of your business?

When did you totally disrupt your industry?

For most marketers – if they’re honest – the answer is “Never”.Which is why I love Labubu.

Because it was Labubu’s Marketing – and only its Marketing – that created a US$1 billion+ business out of nothing. And transformed an industry forever.

Here’s why Labubu’s Marketing has set a new standard for the world.

Labubu’s Product is Totally Unoriginal

The least innovative thing about Labubu is the character or the product design.

Both reflect the perennial trend of “kimo-kawaii” or “busu-kawaii” (meaning ‘creepy-cute’ or ‘ugly-cute’).

This trend originated in Japan as a rebellion against the flawless, Japanese “kawaii” look – which emphasised cute, innocent beauty typified by generations of sweet, doe-eyed dolls and animes.

Globally, it’s been popular in toy design for over 75 years – from the Trolls to Sesame Street, from UglyDolls to Fugglers, Gremlins and Stitch.

And it’s been a leading fashion trend for much of this century – through designers like Prada, Miu Miu, Jean Paul Gaultier, Vivienne Westwood, Rick Owens and Gareth Pugh.

Labubu is a simple ‘me-too’ – one of thousands of ‘ugly-cute’ toy dolls available around the world.

It’s nothing special or distinctive – let alone unique.

What set it apart was its Marketing.

Labubu’s Marketing is 100% Magic

While the product was predictable – Labubu’s Marketing was radically new – in both Strategy and Tactics.

Here’s 4 lessons for every Marketer:

1. A ‘Blue Ocean’ Marketing Strategy

Labubu created a new, uncontested market space by totally rethinking their industry

For decades, the playbook for toy & character success was written by giants like Disney, Mattel & Hasbro.

It was a formulaic world of ads, movies, retail distribution, displays & shelf-domination – all targeted at children and their adult purchasers.

But Labubu identified a radically new business opportunity. They shifted the market from:

Children’s Toys to Adult Collectibles – targeted at Gen Z and Millennials, not kids.

Functional Child-Play to Social & Fashion Accessories

That ability to see and seize this new ‘Blue Ocean’ was the key to Labubu’s success.

The strategy defined their tactics – and determined their success.

And – as a result – Labubu’s tactics were also pretty cool:

2. ‘Mystery Marketing’ that creates Addiction

Labubu was among the pioneers of ‘Blind Box’ Marketing – a radical innovation in the industry.

Because you didn’t choose to buy a specific Labubu – you bought a sealed box with a random figure inside.

And you didn’t know which figure you’re going to get until you opened it.

So – for $20-30 – you don’t just get a toy.

You get a shot of dopamine – and a chance of finding something even more exciting inside.

Because of another Labubu Marketing Innovation:

3. ‘Engineered Scarcity’ that sparks Obsession

In every series, one ultra-rare “secret” figure was randomly hidden in about 1 in 144 boxes.

In fact, some were so rare that they could sell for over $1,500 on the secondary market.

The Effect? Massive FOMO – and a social obsession.

Everyone hoped to find the secret treasure inside their mystery box.

And this, in turn, led to another breakthrough in modern marketing:

4. ‘Science-Based Rituals’ that ignite Social Sharing

Instead of encouraging audiences to share their toys on-line – Labubu encouraged everyone to share something far more powerful:

Their experience of ‘Box-Opening’ – the irresistible moments of anticipation & surprise.

This simple technique taps into the ultimate science of social sharing – the critical trigger of virality that most Marketers simply don’t understand.

[If you want to learn more about the Science of Virality – just let me know.]

The result was a tsunami of free, authentic, peer-driven social marketing – days and weeks of TikTok excitement.

Can You Transform Your Business?

These are just a few of many Labubu innovations: innovations that transformed an industry.

Whereas most Marketing today Is 100% predictable:

The usual social media content. Some underwhelming UGC. Some overpaid influencers. Loads of likes. A few Gen Z hot buttons. The latest in live-streaming. Blah blah blah…

But if you really want to make a difference – to your business, to your industry and to your life – you can learn a lot from Labubu.

If you’d like to know more, just get in touch: Connect@YourTransformers.com