In the world of designer toys, few characters have captured hearts, and consumer sales, quite like Labubu. Created by artist Kasing Lung, and popularized by Chinese company Pop Mart, Labubu is part of “The Monsters” series – a whimsical blend of Nordic folklore and modern culture.[1] Since its debut, Labubu has become a global sensation, with Pop Mart’s stock soaring 200% since the start of 2025.[2] However, with increasing popularity comes a dark side: counterfeiting.
The International Trademark Association defines counterfeiting as the “illegal production and sale of goods (including packaging) bearing without authorization a trademark that is identical to a validly registered trademark or that cannot be distinguished from such a trademark.” In the United States, the Trademark Counterfeiting Act of 1984 criminalizes the international trafficking of goods or services with a counterfeit mark.[4] Under this Act, brand owners must have a federal registration of their mark in order to bring an enforcement action.[5]
Labubus are uniquely exposed to the dangers of counterfeiting for several reasons. Primarily, the limited availability and high resale value of the collectible makes them a financially attractive target.[6] Pop Mart’s blind-box model[7] also means purchasers often do not know which figure they will get, thereby limiting the ability to inspect the toy prior to buying. Finally, while the average price of a Labubu in the United States is $30, larger or rarer editions have frequently fetched hundreds of dollars, especially when sold on secondary markets.[8] In fact, counterfeit Labubus have become so common that the media and public have given them their own name – “Lafufus.”
Lafufus mimic the look of the original but often lack key details and safety standards. In August 2025, the United States Consumer Product Safety Commission (“CPSC”) issued an urgent safety warning to Labubu collectors regarding the dangers of “lookalike Labubu dolls.”[9] The CPSC warned the fake dolls present a choking risk, and other outlets warned of toxic materials.[10]
Pop Mart is aware of the problems posed by Lafufus and has deployed anti-counterfeiting measures directly in its products. Authentic Labubus have distinct features: nine teeth, a peach-colored face, and a Pop Mart logo on the foot.[11] The blind box packaging includes a unique QR code, UV stamp, and holographic sticker.[12]
Pop Mart also utilizes existing enforcement infrastructure to protect its intellectual property rights. Pop Mart owns trademark registrations for the LABUBU wordmark and 
composite mark.[13] Pop Mart also owns copyright registrations for its original Labubu artwork and designs, including the blind boxes, packing bags, and dolls themselves.[14] Pop Mart’s trademark registrations and anti-counterfeiting initiatives support enforcement efforts by U.S. Customs and Border Protection (CBP) to safeguard its brand. The largest seizure of Lafufus occurred in the Seattle airport in September 2025, when CBP officials seized over 11,000 collectables worth over $500,000.[15]
Pop Mart has also begun protecting its brand in court. In July 2025, Pop Mart filed a trademark infringement lawsuit against 7-Eleven Inc. and several of its California franchisees in the U.S. District Court for the Central District of California.[16] The complaint alleges that multiple 7-Eleven stores sold counterfeit versions of Labubus, using identical or nearly identical trademarks, trade dress, and packaging.[17] The lawsuit includes photographic and video evidence, social media posts, and receipts from undercover purchases.[18] Pop Mart is seeking injunctive relief, punitive damages, and legal costs, asserting 17 causes of action including trademark counterfeiting, trade dress infringement, and unfair .[19]
Image Source: Id. at 2.
Ultimately, the battle against counterfeiting is more than protecting profits, it is about preserving the integrity of art and ensuring consumer safety. However, Pop Mart has a financial stake in resolving the counterfeiting crisis as soon as possible; the oversaturation of the Labubu market, and the general cycles of consumer spending, have led to a 14.3% price decrease in the latest Labubu drop.[20] In order to maintain the popularity of Labubus, Pop Mart must effectively manage brand perception, enforce intellectual property rights, and strategically time product releases to align with consumer demand cycles while avoiding market saturation.
[1] Juliana Kim, ‘Labubu’ Is a Plush Toy That Is Causing a Frenzy. Here’s Its Origin Story, NPR (June 18, 2025), https://www.npr.org/2025/06/18/g-s1-72939/what-is-labubu-pop-mart-explained.
[2] Osmond Chiam, Labubu Maker Sees Sales Soar after Launch of Mini Version of Toy, BBC (Oct. 21, 2025), https://www.bbc.com/news/articles/cg51d0qql24o.
[3] Counterfeiting, Int’l Trademark Association, https://www.inta.org/topics/counterfeiting/ (last visited Oct. 28, 2025).
[4] 18 U.S.C. § 2320.
[5] 18 U.S.C. § 2320(f)(1)(ii).
[6] Mary Whitfill Roeloffs, This Labubu Just Sold for $10,585: Here’s Why They Might Be Good Investments, FORBES (July 24, 2025), https://www.forbes.com/sites/maryroeloffs/2025/07/24/this-labubu-just-sold-for-10585-heres-why-they-might-be-good-investments/; Author Unknown, Top 10 Most Expensive Labubu Dolls Sold For Crazy Prices, LABUBUCOLLECTOR.COM, https://labubucollector.com/most-expensive-labubu/ (last visited Oct. 28, 2025).
[7] Blind Boxes, Pop Mart, https://www.popmart.com/us/collection/10/blind-boxes (last visited Oct. 28, 2025).
[8] Kim, at ¶ 14.
[9] U.S. Consumer Prod. Safety Comm’n, Product Safety Warning No. 25-438, https://www.cpsc.gov/Warnings/2025/Consumer-Safety-Alert-CPSC-Issues-Urgent-Safety-Warning-to-Labubu-Collectors, (Aug. 18, 2025).
[10] Id.; Chartered Trading Standards Inst., CTSI Issues Warning About Dangerous Fake ‘Labubu Dolls’ Flooding UK Market, Trading Standards UK (Aug. 13, 2025), https://www.tradingstandards.uk/news-policy-campaigns/news-room/2025/ctsi-issues-warning-about-dangerous-fake-labubu-dolls-flooding-uk-market/.
[11] Kelsey Legg, How to Spot a Fake Labubu: Pop Mart’s Advice for Getting the Real Deal, ABC NEWS (Aug. 12, 2025), https://abcnews.go.com/GMA/Living/how-to-spot-fake-labubu/story?id=124575764.
[12] Id; Authenticity Check, Pop Mart, https://www.popmart.com/us/help/authenticity-check (last visited Oct. 28, 2025).
[13] LABUBU, Registration No. 7839144; THE MONSTERS, Registration No. 7839156,
[14] See e.g. THE MONSTERS-Exciting Macaroon-Boxes, Registration No. VA0002452124; THE MONSTERS Big into Energy Series-Packing Bags, Registration No. VA0002452126; THE MONSTERS – Have a Seat Vinyl Plush Blind Box-ZIZI, Registration No. VA0002451857.
[15] Megan Forrester, Over 11,000 Counterfeit Labubu Dolls Worth $500,000 Seized at Seattle Airport: CBP, ABC News (Sept. 3, 2025), https://abcnews.go.com/US/11000-counterfeit-labubu-dolls-worth-500000-seized-seattle/story?id=125216164.
[16] Compl. ¶ 1, Pop Mart, Inc. v. 7-Eleven, Inc., 2:25-cv-6555, (C.D. Cali. July 18, 2025).
[17] Id. at ¶ 69.
[18] Id. at ¶ 71-131.
[19] Id. at ¶ 155.
[20] Yue Wang, Pop Mart Founder Wang Ning’s Net Worth Drops $6 Billion As Labubu Demand Cools, Forbes (Sept. 15, 2025), https://www.forbes.com/sites/ywang/2025/09/15/pop-mart-founder-wang-nings-net-worth-drops-6-billion-as-labubu-demand-cools/.
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