Crowds camp out overnight as collectable Labubu craze hits Melbourne
Adults and teens have packed Bourke St for the opening of a new Pop Mart store, camping out overnight in freezing conditions just to get their hands on a collectable Labubu doll.
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Crowds have camped out in freezing-cold weather in Melbourne’s CBD overnight just to snare a coveted collectable doll.
A frenzy erupted on Bourke St as hundreds of Labubu-lovers lined up for hours to get their hands on the plush toys.
The opening of the new Pop Mart store sparked queues down Bourke St all the way to Little Collins St.
Hong-Kong based company Pop Mart sells collectable dolls and figurines, most famously known for stocking small monster dolls called Labubus.
Labubu’s recent growth in popularity can be attributed to TikTok, however they have been popular in the Southeast Asian market for years.
The toy’s craze in Southeast Asia boomed in April 2024 after K-pop superstar and White Lotus actress Lisa Manobal was spotted with one.
The dolls are now dominating the international market and are booming in popularity, with other celebrities like Rihanna rocking them.
The new Bourke Street store is themed around the Skullpanda, which is designed by Chinese artist Xiong Miao.
Fan Amy Sutherland was wearing a Skullpanda shirt while in the queue and was overjoyed at the opening of a shop themed around her favourite doll.
The CBD location is the only Skullpanda-themed shop in the world.
Amy first bought a Skullpanda two and a half years ago.
“It’s something fun. Staying in touch with my inner child is really important to me.
“Its just something fun in such a heavy world. It’s important to have things that just make you happy”, she said.
Labubus and other Pop Mart products are packaged in “Blind Boxes”, meaning the buyer can only find out what doll they have when they open the box.
The gamification of the toy unboxing work to drive even more sales as people are hunting for “rare” dolls, with the most coveted Labubu being the “Chestnut Cocoa” doll from the “secret edition”.
Brandon Fraser, who camped out from 2pm on Friday afternoon, was first in the queue and said he hoped to get his hands on several of the Labubu dolls.
“It’s the biggest PopMart in Australia, so I thought I better be here early to get everything”, he said.
After getting into the dolls about three months ago, he already has a collection of about 60.
He says he is even in a group chat online where he is alerted to the latest news about Pop Mart.
Brandon left the store, laden with boxes and boxes of merchandise, including an orange Labubu pillow.
In total he spent $1354 and says he managed to get everything he wanted.
“I am happy, I can’t complain”.
He said the time and money spent was “worth it”.
Pop Mart Australia and New Zealand general manager Yuki Wu said the Bourke St store was an exciting step in the brand’s continued expansion across Australia.
“Bourke Street is one of Melbourne’s most iconic shopping strips and the perfect place for us to grow our community,” Ms Wu said.
“This store’s Skullpanda theme sets it apart. We’re inviting fans to step inside a world they know and love, discover exclusive products, and be part of something special.”
As the doors to the store officially opened at 10am, hundreds of fans flooded in all searching to snap up a collectable with a difference.
Originally published as Crowds camp out overnight as collectable Labubu craze hits Melbourne
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