FROM CULT COLLECTIBLE TO COUNTERFEIT CRISIS: LABUBU AND THE IP LINE

By Jessica Debrah

Once an eccentric little creature living in the hearts and shelves of die-hard collectors, Labubu has gone from pop culture darling to the poster child of an IP migraine. What started as a lovable designer toy from Pop Mart has now produced a jungle of knockoffs flooding markets, cluttering feeds, and blurring the line between fan love and IP theft.

The question is no longer “Have you seen Labubu?” but is “Can you tell which one’s original?”

As this very peculiar icon goes viral and rogue, we're diving into the messy space where art meets ownership, and where cute becomes controversial. From copyright chaos to trademark tangles, let’s talk about how Labubu is teaching us a very real lesson in the value and vulnerability of creative property.

Labubu is a quirky collectible toy character created by Hong Kong artist Kasing Lung and sold by Pop Mart since 2019. It gained global traction through blind-box drops and celebrity endorsements from Black pink’s Lisa to Rihanna and Dua Lipa. The fluffy, sharp-toothed dolls have been crowned the TikTok trending fashion buy of the moment while topping the vanity wish list of fashionistas and celebrities of all ages, especially the Gen-Z influencers. But when a toy is so hot people are flying cross-country and lining up at midnight just to snag one, the fakes aren’t far behind.

The Controversy: Imitation Rampage & the Rise of the Lafufus

Meet the Lafufus - the knockoff cousins of Labubu that no one invited to the collectible party.
These fake plushies have been popping up everywhere from the back alleys of Canal Street in New York to surprise stalls in London, Sydney, and even India. The global appetite for Labubu merch has given birth to a full-blown counterfeit circus, and the Lafufus are the clowns.

It’s not just casual copying. A total of 20,599 fake Labubu dolls were seized in three separate inspections of export-bound trucks at the Hong Kong-Zhuhai-Macau Bridge checkpoint in Zhuhai, Guangdong province. Similarly, customs officials at Ningbo in Zhejiang province found 20,240 counterfeit Labubu products while inspecting a batch of children’s toys, plastic cups and other goods. In total China Customs alone has reportedly seized over 40,000 fake Labubu items in multiple raids which is “high-key” like a whole warehouse of plush piracy. And they’re still slipping through borders, infiltrating online shops, pop-ups, and resale platforms.

Toys or Trouble? The Safety Scare

Here’s where it gets less funny: some of these Lafufus aren’t just illegal, they might be dangerous.

Authorities in places like East and North Ayrshire (UK) have sounded the alarm: these bootlegs may contain toxic materials, fail choking hazard tests, and flat-out miss safety certifications. So, the question now isn’t just about copycats, it’s about consequences.

 Value & Market Disruption

Let’s talk a little commerce. Genuine Labubus aren’t just cute, they’re collectibles. Rare editions have fetched thousands on the resale market, turning plushies into profit for savvy collectors. But here’s the bad news: The Lafufu invasion is watering down that value.

Every fake that slips into circulation weakens Pop Mart’s brand equity. What used to be a coveted cult collectible now risks being seen as just another mass-produced plush, thanks to the black market’s massive supply of fakes. For Pop Mart, that’s not just an IP issue, it’s a full-blown brand dilution disaster.

The Legal Comeback: Trademarks vs. Trend Culture

Pop Mart isn’t taking this lying down. In a move, through its legal entity, Beijing Pop Mart Cultural & Creative Co. Ltd, have on June 11, 2025 applied to trademark “Lafufu” as a way to regain some control over how the knockoff name is used in commerce.

It’s a smart and slightly cheeky legal tactic that shows how IP owners can adapt. Instead of just chasing down fakes, Pop Mart is putting a legal fence around the name itself, a reminder that sometimes, protecting your brand means thinking like your copycats.

Meanwhile, this case has become a blueprint for how companies can respond when fan-made culture and shady resellers blur the lines between tribute and theft.

Why this matters for IP

When high demand meets low supply, you don’t just get the long lines – you create the perfect storm for a bootleg bonanza. And while imitation might feel like flattery in the fashion world, in IP law, it’s a red flag, especially when that "flattery" comes stuffed with toxic filler and a side of consumer deception.

The Lafufu saga proves that not all fan culture is innocent fun. For IP owners, this means playing legal defense on multiple fronts; from protecting original designs and logos to cleaning up reputational messes caused by imitators.

Trademarking “Lafufu”? That’s not just petty but also strategy. It's a way to claim ownership over the counterfeit conversation, to legally render infringers irrelevant, and maybe even steer the narrative when the internet takes your brand for a spin. Whether through cease-and-desist letters, licensing deals, or clever counter-branding, IP enforcement now has to be flexible, fast, and occasionally a little cheeky.

 Conclusion: The Fluffy Frontier of IP Enforcement

Intellectual property isn't just for textbooks or courtrooms. It lives in culture. For brands, this isn’t just about protecting designs but also about preserving trust, authenticity, and long-term value.

And for the rest of us? It’s a reminder to look twice before buying that “super rare” plush from a street stall or sketchy online store.

Because in the world of IP, “cute” can quickly turn into a legal crisis and even the fluffiest toys can come with sharp teeth.