Russian businesses seek official recognition for Labubu brand
In a recent development, Russian companies Global Trade and Natura Siberica have filed trademark applications for the popular Labubu toy charm series. The series, created by Hong Kong artist Kasing Lung in 2015, has gained significant international fame and has become a pop culture and fashion icon.
Labubu, the playful yet slightly fierce monster, has a distinctive design featuring a round furry body, large eyes, pointy ears, and a mischievous grin showing nine sharp teeth. The character's unique blend of naughty and kind-hearted traits has made it a favourite among collectors worldwide.
The series gained popularity after Kasing Lung partnered with Pop Mart, a Chinese designer toy company, in 2019. The blind-box collectible strategy, which offers toys in mystery boxes, created excitement and encouraged repeated purchases to collect different versions, fueling the toy’s craze globally.
Labubu's rise to international fame peaked around 2024-2025, helped by social media buzz and celebrity endorsements, including appearances by Lisa from BLACKPINK and celebrities like Kim Kardashian and Rihanna.
Last year, Labubu toy sales reached $419 million.
Natura Siberica, one of the companies seeking to register trademarks for Labubu, plans to release cosmetics targeted at Gen Z. The CEO of Natura Siberica, Anna Molchanova, expressed her affection for the Labubu brand and stated that the company will continue to communicate with the young audience, relying on relevant trends.
Global Trade, on the other hand, has submitted applications for clothing, fabrics, and bedding under the trademark Labubu. The exact nature of the collaboration between the two companies and the status of the trademark applications are not yet clear.
The Labubu toy charm series continues to captivate collectors with its distinctive design, storytelling, and Pop Mart’s blind-box strategy, setting it apart from typical plush or novelty toys. As the trademark applications for Labubu progress, it remains to be seen how the brand will evolve in the future.
[1] The Rise of Labubu: From Artistic Concept to Global Phenomenon
[2] Labubu: The Anti-Cute Collectible Toy Taking the World by Storm
[3] Labubu: The Toy that Conquered the World
[4] Labubu: A New Era of Collectibles
[5] The Labubu Phenomenon: A Closer Look
[1] A Russian entrepreneur is planning to launch a new business venture with the release of Labubu cosmetics, capitalizing on the global craze surrounding this distinctive toy.
[2] In the world of finance, it's important to keep an eye on emerging trends, and one such trend is the burgeoning revenue generated by sales of the popular Labubu toy, reaching $419 million last year.
