ATLANTA, Ga. (Atlanta News First) - It’s a word that’s not really a word. A fad that’s just beginning to fad. Its name: Labubu.

The Chinese monster elf dolls have become the talk of the back-to-school season for kids across America, and Atlanta is no exception.

“They’re extremely popular,” said Fiona Hester, an 11-year-old and soon-to-be 6th grader in Suwanee.

Kids like Fiona know the ins and outs of Labubus. They’re sold by a Chinese company called Pop Mart, whose profits have doubled in the past year due to a ridiculous 375% increase in overseas sales.

At first glance, it can be hard to see the appeal. Labubus have a massive “Cheshire Cat” grin, showing a row of sharp teeth. Their eyes are haunting and seemingly follow you wherever you go, reminiscent of a 1980s horror film.

American kids can’t get enough of them. Sold at Pop Marts across America and on Pop Mart’s online store, they disappear almost as soon as they hit shelves. Atlanta News First reporter Joshua Skinner queried half a dozen stores purported to have Labubus, only finding one store, Cosmic Comics and Games in Marietta, with any in stock.

Those Labubus were marked at $120, which might be a steal.

“I’ve seen them for $320,” Fiona said.

A life-sized Labubu sold for more than $150,000 at an auction in China in early June.

Atlanta isn’t helped by not having any Pop Mart stores. In fact, the Pop Mart website lists none in Georgia. The supply vacuum has created an economy of TikToks and Reddit posts from people who found Labubus in local shops, as well as warnings against imposters.

“It’s called a Lafufu,” Fiona said. “They’re fake Labubus.”

The two can be hard to distinguish, even to people who know what they’re looking for. Improper stitching around the face is a common tell that you might possess a Lafufu.

Pop Mart has taken great pains to clamp down on the Lafufu market, with only sporadic success. Lafufus are easier to find than the real thing.

But come opening bell, schools across metro Atlanta will have kids with the odd-looking elves attached to belts, shirts, and bags.

“I used to not like them,” Fiona said. “But now I think they’re cute.”

Copyright 2025 WANF. All rights reserved.