Early risers and toy enthusiasts were present en masse on Michigan Avenue on a brisk Friday morning, crowd swelled outside the doors of Pop Mart in anticipation of a plush toy release that's stirring local and online communities. Labubu, the mischievous yet endearing character from a fairy-tale world, ignited a spectacle as fans yearned to get their hands on the less than 7-inch-tall figure, made of PVC, polyester, and iron wire. The lineup for the plush started long before dawn, with some dedicated patrons marking their positions as early as 1:30 a.m.
According to NBC Chicago, Pop Mart, which is known for its blind box concept and a range of pop culture-inspired toys, opened its only Midwestern location in Chicago back in 2024. The store touted a limit of one full set or six individual blind boxes, with early arrivals prepared "to wait all night." Joycelyn Zumba, an enthusiastic collector in line since the predawn hours, expressed an adamant desire to procure the toys, stating, "They're just fun. They're collectibles, and I want to give them to my sisters, so I'm ready to wait all night for them." The challenge to secure these sought-after items is heightened by their rapid dispersal upon online sales, as they "sell out in seconds," added Zumba.
The phenomenon of Labubu can be traced back to its inception by illustrator Kasing Lung in 2015, as featured on the brand's website. Pop Mart's fairy-tale narrative revolves around The Monsters series, originally depicted in a trio of picture books inspired by Nordic mythology. These texts introduced Labubu, characterized by his pointed ears and serrated teeth, and despite his playful appearance, intended to be a helping, kind-hearted figure within this imaginary realm.
By the store's official opening at 10:00 a.m., an update from FOX 32 Chicago noted customers would be allowed entry in increments to maintain safety, with an expectation of swift stock depletion. By 11:00 a.m., fewer than 50 Labubus were reportedly remaining, testifying to the draw of the collectibles. August Olvera, also keen on the acquisition, admitted to arriving early "just so I could get a Labubu," reflecting on their boss's less favorable opinion. "My boss called them hideous. But I think they're adorable," Olvera told NBC Chicago.
Those curious or eager to delve into the Labubu craze, but unable to join the Chicago scene, may explore the full lineup at Pop Mart's official website.
