• by Eric Yaverbaum , Yesterday

Anyone who was around in the 1990s will likely remember the Beanie Baby craze. From rare editions worth thousands to counterfeit rings forming around the toy, Beanie Babies were a full-blown phenomenon.

Now, a new collectible toy is on the scene, and consumers are once again completely obsessed. Whether spotted in a rest stop claw machine or unboxed in a TikTok reveal video, you’ve likely seen Pop Mart’s troll-like Labubu dolls. Much like Beanie Babies and Cabbage Patch Kids before them, Labubus carry a sense of exclusivity and virality that’s capturing kids’ attention spans, and the wallets of parents and collectors.

And it’s not only Labubus. From Pokémon cards to Lego sets, there’s an entire market of must-have collectible products being sold to both kids and adults.

What’s the formula for making collectibles, or really any marketing campaign, go viral? Read on for lessons these toys offer marketers on creating hype, boosting demand, and cultivating fan engagement.

Turn surprise into strategy. Labubu dolls have mastered the element of surprise. Each mystery box could contain a standard figure or a rare collectible, and that uncertainty is a major part of the appeal. For fans, the thrill of opening the box is often more exciting than owning the doll itself, taking each purchase beyond a simple transaction and turning it into a special experience.

Labubus aren't alone in leveraging mystery. Retailers like Spencer’s Gifts and Sycamore Partners sell mystery collectible figures in stores such as Spirit Halloween, Hot Topic, and BoxLunch. Even gas stations and gift shops now stock mystery boxes.

Marketers can add the element of surprise to their own toolboxes. Social media giveaways with mystery rewards and activations with surprise prizes, like McDonald’s Monopoly, are great tactics for keeping customers engaged.

Cultivate demand through exclusivity. Rare Labubus create scarcity, motivating collectors to seek them out and make repeat purchases. These limited editions also tap into a sense of FOMO, , that drives fans to make quick, repeat purchases.

From Labubus to limited-edition Nike sneakers to rare Pokémon cards, exclusive products consistently spark high demand. Marketers can leverage exclusivity by promoting limited releases on social media, hosting invite-only pop-ups, or running campaigns that emphasize what makes their brand truly stand out (and their products one of a kind). When done right, exclusivity can turn limited access into lasting brand loyalty.

Amplify reach with user-generated content. Another key to Labubu’s viral success is how easily the dolls lend themselves to online sharing and user-generated content (UGC). Collectors post unboxing videos, rare finds, and customized displays on TikTok and Instagram, which in turn generates organic buzz.

And from encouraging short-form video replies to curating social media contests, marketers have plenty of strategies they can use to boost UGC and build communities around a brand that drive the conversation forward.

What Labubus and other collectible crazes reveal is that people don’t just buy products, they buy experiences. From mystery boxes to rare editions to fan communities, these toys offer engagement that extends beyond the physical item. These memorable experiences are what build brand loyalty and keep customers coming back for more.