Labubu, the whimsical plush toy from Pop Mart’s “The Monsters” series, has captured global imagination since its debut. With its Nordic-inspired design and limited availability, the collectible has become a cultural phenomenon, driving Pop Mart’s stock to soar 200% in 2025. Yet, this popularity has also bred a darker reality: a surge in counterfeits, dubbed “Lafufus,” threatening both brand integrity and consumer safety.
Counterfeiting, as defined by the International Trademark Association, involves the unauthorized production and sale of goods bearing a trademark identical to or indistinguishable from a registered one. In the U.S., the Trademark Counterfeiting Act of 1984 criminalizes such activities, requiring brand owners to hold federal trademark registrations to pursue legal action. For Pop Mart, this means a dual strategy: securing intellectual property rights and deploying physical safeguards to combat fakes.
Labubus are particularly vulnerable due to their collectible nature. High resale values, combined with Pop Mart’s blind-box model - where buyers receive random figures - limit pre-purchase inspection, making counterfeits harder to detect. While standard Labubus retail for $30, rarer editions can fetch hundreds on secondary markets. This demand has fueled a thriving black market, with Lafufus often mimicking the original’s look but lacking critical safety standards.
In August 2025, the U.S. Consumer Product Safety Commission issued a warning about Lafufus, citing choking hazards and toxic materials. Pop Mart has responded with anti-counterfeiting measures, including unique features like nine teeth, a peach-colored face, and a Pop Mart logo on the foot. Packaging includes QR codes, UV stamps, and holographic stickers to authenticate genuine products.
Beyond physical measures, Pop Mart has leveraged legal frameworks to protect its brand. The company holds trademark registrations for the LABUBU wordmark and composite mark, as well as copyrights for its original designs. These registrations support enforcement efforts by U.S. Customs and Border Protection, which seized over 11,000 Lafufus worth $500,000 in Seattle in September 2025.
Pop Mart’s legal battles extend to the courtroom. In July 2025, the company filed a lawsuit against 7-Eleven Inc. and its California franchisees, alleging the sale of counterfeit Labubus with identical trademarks, packaging, and trade dress. The case includes photographic evidence, social media posts, and undercover purchase receipts, underscoring the scale of the counterfeit problem.
The fight against counterfeiting is more than a legal battle - it’s a safeguard for consumer trust and product safety. For businesses, monitoring the market and adapting legal and physical defenses are essential to preserving both profits and reputation. IP Defender, a trademark monitoring service, helps brands like Pop Mart stay ahead by tracking national trademark databases for conflicts and infringements. With its global reach, IP Defender monitors 50+ countries, including the EU, the U.S., and Australia, ensuring brands can detect and respond to threats before they escalate.
Maintaining brand value requires not just legal enforcement but also strategic timing of product releases to align with demand cycles while avoiding saturation. As Labubu’s story unfolds, it highlights the complexities of trademark law. Confusability remains a key concern, with counterfeiters exploiting similarities in design and branding. For businesses, proactive measures like IP Defender’s continuous monitoring are critical to defending intellectual property and avoiding financial losses.
The battle for Labubu’s future is a testament to the delicate balance between innovation and protection in an increasingly competitive landscape. IP Defender’s expertise in tracking rogue registrations and confusable trademarks ensures brands can protect their assets without the burden of constant manual checks. By integrating IP Defender’s surveillance into their strategy, companies can secure their trademarks and focus on growth.