Some of us still remember when the iPhone ruled the world and every other smartphone maker would boast that their products were the “iPhone killer”. None lived up to the claim, and the challenge eventually faded. LABUBU, the collectable toy with a mischievous grin from POP MART, has taken the world by storm, but now it’s time for the LABUBU killers.
WAKUKU
The name WAKUKU sounds questionably similar to its competitor. It also looks the part with its vinyl and plush composition. However, this is not any old “shanzhai” (山寨, imitation products). It comes from an ambitious company, QuantaSing Group (量子之歌), which recently made the leap from education into the toymaking business. QuantaSing entered the toy market by acquiring designer toy maker Letsvan this March. As one of Letsvan’s original IPs, WAKUKU now has its own offline stores and has accumulated celebrity endorsements, including David Beckham. With distribution deals with MINISO, it seems WAKUKU is intent on following in LABUBU’s footsteps on the path to success.
Fuggler
Fuggler from the UK is another potential competitor spotted by netizens for its “ugly cute” (丑萌) aesthetic, but perhaps leans harder on the “ugly” side as the name implies (Funny-Ugly Monsters, not the word you’re thinking about). There are reports that the toy’s imposing teeth come from the main inspiration for the design: dentures.
(Dis)honourable mention: LAFUFU?
LAFUFU is the name of one of many “shanzhan” versions of LABUBU. Fakes are included because they may as well be the actual “LABUBU killers”, as the brand tries to battle fatigue and saturation.
With other competitors like Jellycat (also from the UK) as well as brands such as TOP TOY from MINISO, LABUBU, may face less direct competition, since these brands are positioned against POP MART as a whole. This is likely why POP MART has been working to shift away from being just a blind box maker and toward being an IP company.