Labubu Doll Resale Market Becomes Competitive Battleground in the UK

NORTHAMPTONSHIRE, England — The resale market for Labubu dolls has turned into a competitive battlefield following the manufacturer’s decision to pause sales in UK stores. Ashley Bushey, a 32-year-old collector from Corby, has spent over £1,000 on her growing collection of 13 dolls since December.

Bushey, who works as a coffee shop supervisor, said she searches multiple online platforms, including TikTok Shop, Vinted, and Facebook groups, to add to her collection. The dolls, a popular fashion accessory, are sold in blind boxes, which means collectors do not know what doll they will receive until they open the packaging.

The trend of Labubu dolls surged in 2024 after K-Pop star Lisa from the girl group Blackpink shared a photo of one on social media, prompting others, including celebrities like Rihanna and Dua Lipa, to follow suit.

“They’re so ugly that they’re cute,” Bushey said of the dolls she collects, which date back to the 1990s and 2000s. She noted that even though she is not the most dedicated collector, some enthusiasts in online groups are incredibly passionate. Regular Labubu dolls typically retail for about £17.50 but can resell for as much as £30. Rare editions have fetched even higher prices; Bushey paid £200 for a male doll and saw other limited editions listed online for up to £600.

Despite the intense competition, Bushey insists that the thrill of collecting remains enjoyable. “I like the chase of it… part of the fun is trying to get them,” she said. Pop Mart, the manufacturer, acknowledged the situation, noting that they have observed fans camping outside stores and forming lengthy queues.

“It’s important for us to ensure a safe, fair, and comfortable shopping experience for everyone,” Pop Mart stated, indicating they are working on a new distribution approach to give collectors a fairer chance to purchase the dolls.

When asked if she believes these changes will effectively curb reselling, Bushey expressed skepticism. “Hopefully it makes it better… I don’t know how realistically they are going to stop the resellers,” she said, stressing that incidents of violence seem unique to the UK market.