
The hidden costs of going viral: Lessons from Labubu’s global takeover
By now, even if you don’t collect designer toys, you’ve probably seen Labubu — the spiky-haired, sharp-toothed creature who’s become the face of Pop Mart’s collectible empire. What’s less visible, though, is the clever trademark strategy behind Labubu’s meteoric rise. The story of this iconic toy serves as a masterclass in IP timing, territorial defense, and the surprising pitfalls of going global.