The $150K Ugly Toy That Outsold Logic: The Psychology Behind Hype Marketing
by Amanur 🍁
Hey, friend,
Have you ever heard of a character named Labubu?
No, I'm not referring to a recent anime character. I’m talking about that wide-eyed, slightly creepy designer toy from China that somehow just sold for $150,000 on the black market.
And no, that number isn’t a typo.
This bizarre little figure—once available for about $30 retail—is now flipping for tens of thousands. If you think that sounds absurd, wait until you realize it’s part of a larger trend that’s quietly reshaping modern marketing, shopping behavior, and what makes something “cool.”
Let’s unpack how something this random becomes this valuable—and how you can learn from the psychology behind it.
First, What Even Is Labubu?
Labubu is part of a line of vinyl art toys from the Chinese company Pop Mart, designed to be quirky, collectible, and wildly limited. Think of it like the Beanie Babies of our time—except with the aesthetic of Tim Burton meeting kawaii culture.
And it’s not just collectors losing their minds over it. Pop Mart drops Labubu dolls in “blind ”boxes”—meaning buyers don’t know which figure they’re getting—and scarcity drives the frenzy. A recent human-sized version even resold for over $150,000.
But why?
How did a toy become a luxury object?
The Flywheel of Hype Marketing
If there’s one thing today’s brands understand well, it’s hype. But contrary to popular belief, hype doesn’t start with paid ads or influencer shoutouts. It begins much earlier and follows a specific—even predictable—cycle.
Let’s break down the five steps of the Hype Flywheel, using Labubu, Stanley Cups, Liquid Death, and Prime drinks as examples.
1. The Spark
Every hype cycle starts with a moment—something authentic and surprising that catches attention.
Labubu had its spark when K-pop star Lisa casually posted a photo hugging the doll. No ad. No promo. The post was limited to just one. Suddenly, the doll was cool.
Stanley Cup’s viral moment? A video on TikTok showcases a Stanley tumbler that has survived a car fire, still intact with ice inside.
Prime? Two internet juggernauts, Logan Paul and KSI, told their audience this was the drink. No one cared about electrolytes—kids cared about drinking what their idols drank.
Lesson? Your first spark should feel real. And the best ones? You earn them, not purchase them.
2. Social Amplification
Once the spark hits, you need people to talk about it. Enter social media.
Labubu’s blind box setup made every unboxing a mystery. Naturally, people shared their pulls. On TikTok alone, over 1.9 million videos showed fans showing off, collecting, or unboxing Labubu dolls.
Similarly, Prime fans filmed store hunts, taste tests, and even saved empty bottles like trophies. Users of Stanley Cup products created haul videos, shared organizing tips, and produced aesthetic montages.
Lesson? The product must be content-friendly. Make something people want to post about.
3. Scarcity & FOMO
Here’s where it gets spicy.
Hype only sticks when people can’t easily get the product. Pop Mart releases Labubu dolls in limited quantities. Stanley Cups dropped new colors like sneaker releases. Prime launched in waves.
This manufactured scarcity sent people into a frenzy—waiting in lines, waking up early, and refreshing websites.
Lesson? Scarcity = urgency. Urgency = desire. But control it. Make scarcity smart, not manipulative.
4. Resale Mania
Scarcity births resale insanity.
Labubu dolls started flipping for 10x, even 100x their price. One rare edition went for $150,000.
Prime? $2 bottles listed for $10,000 online. UK kids were reselling them at school like contraband. Stanley Cups? $45 at Target, $300+ on resale sites.
Lesson? When people start reselling your product, the hype becomes news. And that news becomes marketing.
5. Culture Lock-In
Here’s where hype either dies… or becomes legendary.
Labubu expanded into lifestyle accessories, pop-ups, and collabs with Harry Potter, DC, and Minions. It’s not just a toy now—it’s a lifestyle.
Stanley Cups went from grandma thermos to Gen Z aesthetic must-have. Prime went from drink to UFC sponsor. Suddenly, it’s not just a product. It’s a badge. A signal. A piece of identity.
Lesson? Don’t stop at the product. Sell a world. Build a culture around it.
But Hype Has a Dark Side
Hype gets you attention. But what about sustainability?
Look at Prime. It made $250M in its first year. Amazing. However, how did it fare by the end of 2023? Sales dropped by 70% in the UK and 40% in the U.S. The magic faded.
Fidget spinners have experienced a similar decline. Sales reached $500M in 2017. By 2018? Gone.
Why?
There was no tribe present. No habit. No deeper identity.
What Lasts: Air Jordan and Social Identity Theory
Unlike Labubu or Prime, Air Jordans have endured for decades. Why?
They symbolize a group of people. They are associated with Michael Jordan's story, basketball, hip-hop, Black excellence, and rebellion. Wearing them says something about you.
This approach is called Social Identity Theory—we define ourselves partly by the groups we belong to. When a product becomes part of a culture, it lasts.
That’s why Jordans still sell 40 years later. They’re not hype. They’re heritage.
Hype vs. Legacy
So where does that leave us?
Here’s the truth: hype is a brilliant spark, but it’s not a sustainable fire. If you want to build something that lasts:
Create a spark—but don’t fake it.
Make your product social and content-worthy.
Use scarcity wisely, not manipulatively.
Let fans build your resale buzz.
Lock your brand into culture, not just trends.
And above all, give people something to believe in.
When the excitement subsides—which it inevitably does—only significance endures.
Thanks for reading. Whether you’re a creator, brand builder, or just hype-curious—I hope this helped decode what’s happening beneath the madness.
✨ Until next time, keep your story louder than the noise.
With warmth,
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