Pop Mart is the viral toy store that is currently taking over Australia

A new store popping up all over the country has seen Aussies acting “like never before” – with lines forming outside at the crack of dawn.

A collective of people who like to wake up at the crack of dawn and stand in line for hours on end is growing in Australia – with some likening the movement to a “cult”.

But they aren’t taking part in a new early morning fitness trend or waiting for a table at a trendy breakfast spot.

These adults have become the latest participants of a growing viral craze dubbed “Labubu mania” – and Aussies have well and truly caught the bug.

So what is a Labubu?

The $32 keychain plushie, which has a signature toothy grin and slightly-sinister facial features, has become the ultimate status-boosting item after Blackpink’s Lisa – a Kpop singer and White Lotus star – wore one on her handbag in April last year.

Since then, Labubu fever has taken over the world, with Pop Mart stores – the Chinese toy company behind the in-demand product – regularly swamped by huge crowds of customers all hoping to snag a figurine.

“Australians have embraced the Labubu craze, with collectable toys becoming both a cultural and retail phenomenon,” Yuki Wu, Pop Mart Australia’s general manager, told news.com.au.

“Labubu is a mischievous and very cute character from ‘The Monsters’ series that was created by Hong Kong artist Kasing Lung.

“Known for its quirky smile and pointy ears, Labubu has become a global icon among Gen Z and Millennials.”

But while the interest in these dolls is undeniable, what is it about these toys that is luring grown adults into what many would consider nightmare scenarios – such as waiting in a Melbourne line at 3am in the morning?

“The first draw is their adorable design, but it doesn’t stop there,” Ms Wu said.

“Each character has a compelling backstory, creating a deep emotional connection. Take Labubu, for example — this series takes the audience on a journey through the enchanted world of The Monsters and it has resonated with fans worldwide.

“Plus, the brand offers a sense of discovery and escapism, with stores that are beautifully designed, immersive experiences. Customers are transported out of the everyday and into a world of unbridled fun.”

Aussies have gone nuts for the Labubu – a plushie doll with a slightly-sinister appearance. Picture: TikTok/RemmieByRiley

It might be a toy, but this character even has 40-year-olds in a chokehold. Picture: Supplied

Indeed, the stores are definitely unique. There are currently 11 Pop Mart stores operating across NSW, VIC, and QLD after the brand opened its first outlet back in Sydney back in mid-2023.

But there are also 21 “robo stores” scattered across the country. These are essentially large vending machines that draw just as much attention as the main shops, with videos on social media showing lines snaking through retail centres as people rush to buy a toy.

Often Pop Mart won’t even tell collectors when its setting up a new vending machine, leading some to find a “secret Labubu store” and subsequently get very excited.

“Our Robo Shops are not average retail stores,” Ms Wu explained.

“They are strategically located in key areas, designed to provide convenience and captivate customers with their innovative and interesting designs.

“These carefully chosen spots ensure maximum visibility and accessibility for our valued customers.”

You can only by a Labubu at Pop Mart – but you can also snag one sometimes at the brand’s vending machines, dubbed a ‘robo store’. Picture: Supplied

People wait in line from as early as 3am at Pop Mart outlets across the country. Picture: Supplied

Even bigger queues form outside physical stores, as videos show on social media, including this clip of a long stretch of people lining Pitt Street in Sydney recently to snag a new Labubu collection.

One question many puzzled onlookers and social media users have pondered is how these shoppers know when a new drop will hit shelves. According to Ms Wu, the answer is by getting involved with the local community.

“Customers stay informed by signing up for Pop Mart fan groups. We announce launches on Instagram, Facebook, Red and also via videos shared on TikTok,” she shared.

“We also use WhatsApp to announcing further details for each store.”

Another key element to the unbeatable lure of a Labubu – or indeed, another of Pop Mart’s viral figurines, such as SkullPandas and Crybabys – is the fact that consumers never actually know what they are buying.

Each one comes sealed in a box that could contain one of several variations of the toy, or a very rare “special” version, that are highly coveted among collectors.

“With Labubu hype growing stronger each week, every blind box drop tends to sell out faster than the previous one – some disappearing within just an hour,” Ms Wu told news.com.au.

“The Sydney CBD Westfield store consistently sees rapid sellouts, while at the launch of Pop Mart’s new Doncaster store, eager customers lined up as early as 3am to secure their blind boxes.”

The viral craze has taken the world by storm. Picture: TikTok/@heysodapop

Not everyone gets the hype, with this Aussie comedian roasting the figurine and comparing it to the long-forgotten Beanie Babies trend. Picture: TikTok/TimCollins

But the retailer said it is ‘expanding in Australia’. Picture: Supplied

While many Aussies have been quick to jump on the bandwagon – Pop Mart says its customer base is “remarkably diverse, ranging from primary school children to adults in their 40s” – there are some who aren’t convinced by the hype.

“Labubu get out of my life please,” shared popular TikTok creator @gunclediaries, who said he would “block anyone” who posts about the “bizarre doll”.

“I’m so sick of them. Can everyone please get their own individual sense of style.”

Meanwhile the Two Broke Chicks podcast dedicated an entire episode to the trend this week, asking: “Is it harmless inner child work or a cult?”

Popular Aussie comedian Tim Collins recently posted a skit roasting those who go “feral” for a Labubu, arguing the trend could be compared to the cult Beanie Babies of the 90s and early Noughties which are now no longer “in Vogue”.

Whether you love or hate the Labubu craze, it’s clear it’s here to stay. At least for a while.

Originally published as Pop Mart is the viral toy store that is currently taking over Australia