It started with a fuzzy little monster, hiding in the pages of a picture book inspired by Nordic fairy tales. She wasn’t famous. She didn’t have a movie deal. But when one K-pop superstar hugged her on Instagram… everything changed.

This week on Making It In The Toy Industry, I’m diving into the jaw-dropping rise of Labubu, the “ugly-cute” character from POP MART that took the toy world (and TikTok) by storm. From a picture book to plushies on Birkin bags, this fuzzy fanged friend is a case study in viral success. And today, I’m telling you exactly how it happened.

It all started with a single Instagram Story where BLACKPINK’s Lisa was hugging a giant Labubu plush. No paid campaign, no official launch. Yet within days, stores were selling out, TikTok was flooded with unboxings, and POP MART was on its way to making $1.6 billion in 24 hours. This episode breaks down exactly how that viral moment spiraled into global demand and what POP MART did next to fuel the frenzy.

From city-exclusive blind box drops that had fans lining up before sunrise, to high-fashion collabs that turned this plush into a statement piece, this is a real-world case study in smart scarcity, community-first branding, and emotional design. The Labubu story proves that a toy doesn’t need IP power or Hollywood backing to go big, it just needs to tap into the right emotions, channels, and timing. Let’s unpack how.

Launching your first collectible line or planning your next product drop? This episode is packed with clear, actionable strategies to help you build hype, grow a loyal audience, and get ready in case your brand's viral moment hits next.

Don’t miss this breakdown of one of the most exciting toy business case studies in recent history.

Listen for these Important Moments!

• [00:02:54] - Discover how economic shifts made affordable luxury toys like Labubu irresistible and how to time your product launches for maximum emotional impact.
• [00:11:47] - Learn what made one Instagram Story turn into a global frenzy, and how you can be ready to amplify surprise celebrity or influencer moments.
• [00:16:38] - Unpack the marketing genius behind Labubu’s pop culture takeover, plus ideas to help elevate your toy brand into lifestyle territory.
• [00:23:12] - Understand the mechanics of scarcity marketing and how to use limited drops and regional exclusives to build long-term fan loyalty.
• [00:31:26] - Walk away with clear, actionable steps for building hype, scaling your community, and preparing for your own viral breakout—even without a big budget.

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Popular Masterclass! How To Make & Sell Your Toy Ideas
Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<

Are you sleeping on the money-making magic of your email list?

If you've been pouring all your energy into TikToks, Reels, and likes… hold up. Because while social media might be where the buzz is, your email list is where the buying happens. It’s your direct line to superfans, curious retailers, and future customers who actually want to hear from you.

In this episode of Making It In The Toy Industry, I’m breaking the idea that email marketing doesn’t work anymore and showing you exactly why it’s still one of the most powerful ways to grow your toy or game brand when it’s done right.

You’ll hear highlights from a special masterclass I taught on email marketing, where I'm sharing a few of my favorite strategies to help you turn your email list into a sales-driving, brand-building powerhouse. From figuring out what your audience actually wants to hear, to the surprising shift big brands are making in their emails — you’ll walk away with fresh ideas, practical tools, and a whole new outlook on email marketing. Oh, and yes... we’ll talk about subject lines that actually get clicks.

So if you’ve been wondering, “Am I doing enough with my emails?” or “Where do I even start?”, this episode is your ultimate blueprint.

Ready to write better emails, sell more toys, and keep your brand top-of-mind (without relying on social media algorithms)?

👉 Then hit play, take notes, and let’s level up your email marketing game together!

Listen For These Important Moments:

• [00:01:10] – Discover why email marketing continues to outperform social media in ROI, and how relying solely on platforms like Instagram or TikTok puts your business growth at risk
• [00:04:15] – Understand the surprising trend of big brands getting more personal and lifestyle creators getting more professional and how to choose the right tone for your audience.
• [00:07:12] – Learn why consent-based email marketing isn’t optional and how to start (or reset) your list the right way to protect your brand and email reputation.
• [00:24:24] – Get my go-to email strategies—Connection, Promotional, Abandoned Cart, and Re-Engagement—and how to use them without overwhelming your list.
• [00:30:57] – Master my 4 U’s formula (Urgent, Useful, Unique, Ultra-Specific) and see real examples of email hooks that drive opens, clicks, and conversions.

Send The Toy Coach Fan Mail!

Find this podcast valuable? Support the show by clicking here: https://www.buzzsprout.com/798845/support

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Popular Masterclass! How To Make & Sell Your Toy Ideas
Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<

What if your toy’s price point was the only thing standing between you and a “yes” from a major retailer? You’ve got the product, the mission, and maybe even a booth at Toy Fair but if buyers are walking by without placing orders, it might not be your toy that’s the problem… it might be the price.

In this episode, you’ll hear how one Toy Creators Academy alum adjusted her pricing to better meet buyer expectations and how that decision opened the door to more retailer interest and shelf space.

I’m sharing a powerful conversation I had at Toy Fair with Samantha Ong, founder of Joey Dolls — the World’s Most Diverse Asian Doll brand. Before launching her toy line, Samantha was a professional photographer, and now she’s built a brand that's not only beautiful, but mission-driven and retail-ready. You’ll hear how she made her debut in the toy space through the Toy Creators Academy Showcase, and how she’s now taking Joey Dolls to a whole new level, earning serious interest from retailers.

You’ll learn how to use trade shows to gather feedback that helps refine your pricing and packaging strategy, the exact price point that helped Samantha grow her product line, and which packaging details buyers actually care about. We’ll also get into how working with reps and consultants can seriously boost your visibility at trade shows and Samantha opens up about the lessons she learned and what she really wishes she knew before setting up her very first Toy Fair booth.

Hit play and find out how a smart pricing pivot and trade show prep made all the difference for this toy creator.

Listen for these Important Moments:

• [00:07:26] - Find out how a $19.99 price point helped Samantha make her dolls more appealing to retailers and budget-conscious families so you can rethink your own pricing.
• [00:08:16] - Learn what buyers said about boxed vs. unboxed toys and how you can choose packaging that fits your audience and your margins.
• [00:13:01] - One buyer needed the product before Q4—proof that not all retailers follow the same calendar. Understanding this could help you close more deals.
• [00:14:03] - Discover how working with reps helped Samantha bring traffic to her booth so you’re not standing there hoping buyers just wander in.
• [00:16:02] - Learn how the right booth location could mean more foot traffic and exposure for you.
  
  

Send The Toy Coach Fan Mail!

Support the show

Popular Masterclass! How To Make & Sell Your Toy Ideas
Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<