“I’ll go to the mall and … I’ve definitely had people look at me sideways. Like, ‘What the hell?’”

That’s what Bobby Solez hears when he steps out in public with his beloved Labubu. The Westchester, New York-based fashion influencer has been dubbed the “Labubu guy” by onlookers.

“I’ll go to the mall and … I’ve definitely had people look at me sideways. Like, ‘What the hell?’” Solez explained. “But then a lot of the times … younger people will be like, ‘Oh my God, you have a Labubu. Where’d you get that?’”

Solez has gained viral fame on TikTok for his unboxing videos featuring the wildly popular key ring toys. Labubus were originally designed in 2015 by Hong Kong-based artist Kasing Lung, but they exploded in popularity after Chinese collectibles retailer Pop Mart began selling them in 2019. They have been spotted with celebrities like Blackpink’s Lisa and tennis star Naomi Osaka, boosting their cult following.

Walk into any grocery store or mall in America, and chances are you’ll see Labubus dangling from a purse or clipped to a belt loop. Solez carries his on his bag. But when adult men embrace Labubus, reactions are often mixed, ranging from bemused to judgmental.

Solez says his videos have drawn thousands of comments saying things like, “You’re a grown man, why are you doing this?” He’s far from the only male Labubu owner raising eyebrows. Former Houston Rockets forward Dillon Brooks once strolled into an NBA playoff game with a peach-colored Labubu dangling from his bag, prompting laughter from commentators. “Is that a damn bunny on his hip?” Charles Barkley joked, clearly amused.

Some critics claim that men who like Labubus are being performative. In so-called “performative male” contests held in various cities to determine the most insincere men, some competitors carried Labubus — an implicit suggestion that men only display them to appear appealing to those who actually like them.

But the men who collect Labubus insist their passion is genuine. They are not carrying the toys to craft a false image or gain social points; they enjoy them as playful fashion accessories and conversation starters. The backlash, they argue, says more about those passing judgment than about the collectors themselves.

Labubus are conversation starters, especially when seen on men.

Men Are Proud Labubu Fans Too — And It’s Not Just for Show

Labubus are designed to be conversation starters. With their mischievous smirks, maniacal eyes, and bunny-like ears, some have even accused the creatures of looking like tiny demons. “This thing is kind of ugly, but it’s kind of cute,” Bobby Solez said, describing his own Labubu.

Their hideously cute appearance may be part of what makes them so appealing to adults, including men, according to Zoe Fraade-Blanar, co-founder of the international toy brand Squishable and co-author of Superfandom: How Our Obsessions Are Changing What We Buy and Who We Are.

“Instead of being a comfort object, it is very much a collectible or a design object,” Fraade-Blanar explained. “You’re not buying a Labubu to hug it. You’re buying it to show it off.”

Roland Austria, a government employee in Japan, added, “The fact that they’re hard to get also fuels my desire to get them, but mainly I enjoy wearing them around on my bag. They look good and fit the colors of what I wear.”

Fraade-Blanar noted that some men may feel more comfortable carrying a collectible like a Labubu than a traditional plush doll. “People who might find a standard cute plush a little bit too feminine and, therefore, shameful … We’re not necessarily triggering those same feelings here in the way that we might for a different type of product,” she said.

Beyond their style appeal, Labubus are also profitable collectibles that quickly sell out at Pop Mart. Some figures fetch five-figure prices on the resale market, which adds to their appeal for adult collectors. Millions of people watch Labubu unboxing videos online, giving buyers the opportunity to turn their hobby into monetizable content.

Solez originally bought Labubus for this very purpose, but the hobby has since grown into something more emotional. The “blind box” strategy employed by Pop Mart—where buyers do not know which Labubu is inside until they open it—adds to the thrill.

“You open it, and you’re like, ‘Ah, I wanted this one,’” Solez said. “It makes you feel like a kid again.”

Quentin Protsenko, a regulatory affairs manager for an organic fertilizer factory in France, said he and his wife initially purchased the popular starter set Big Into Energy, which includes six themed Labubus—Love, Happiness, Loyalty, Serenity, Hope, and Luck—intending to resell them. But the couple grew fond of the “scary-cute” figures and kept them for themselves.

“I’m 39 years old … and I put Luck on my work bag daily. I live in the countryside of France, so Labubus are not known here,” Protsenko said. “All I’ve ever experienced is a weird look, or a positive … ‘I saw it on TV!’”

Protsenko and his wife now own seven Labubus in total, which cost them about 180 euros ($209).

Fraade-Blanar emphasized that Labubus’ exclusivity also distinguishes them from earlier toy fads, like Beanie Babies in the 1990s. “Something that you have to work hard for or pay a lot for has the ability to become a status symbol in a way that something that you can buy at Target or Walmart simply can’t,” she said.

Don’t Be Ashamed of Owning Labubus

Despite their popularity, Labubus often draw judgment because some believe adults—especially men—should not engage with toys associated with children. But many adults continue to seek comfort and joy from objects they loved as kids. A 2017 survey of 2,000 adults commissioned by Build-A-Bear found that most still owned a childhood stuffed animal, with 40% keeping it by their bedside.

Labubus allow adults to carry a similar nostalgic comfort outside the home. “People who no longer feel like it’s appropriate for them to buy a teddy bear are still going to connect with that sort of nostalgia for having a comfort object with you … attached to your purse or in your pocket,” Fraade-Blanar said. “So by wrapping it in that ironic, cool, sort of counter-cultural package, these are toys that are safe for everyone.”

Carrying a Labubu may draw stares, but it can also serve as an instant icebreaker. Austria said he and his wife have been approached by strangers gushing about their Labubus.

“It’s become this fun shared hobby that gives us something to bond over around the world,” he said. “I heard we have a loneliness epidemic, well I guess you can say we bring our Labubu to ward that off.”

For Solez, the toy is a reminder not to take life too seriously. “I’m just trying to have fun in this life. I don’t take life too seriously. And these things are a way to keep things not as serious.”

Male Labubu collectors encourage others to embrace their interests without shame. “If you’re going to own a Labubu as a straight man, I would say, own it,” Solez said. “It’s almost a way to build confidence … It’s always been a conversation starter. And for the most part, it is always a positive thing.”

“Yes, it’s childish, yes, some people might get judgmental … But what’s the worst that can happen?” Protsenko said. “Some annoying random person makes fun of it—who cares. Be proud of what you like, and if it’s a stuffed monster, just be happy with it.”

Tapping into your inner child can be fun, and that’s why Labubus appeal to so many adults. Buying something that society deems inappropriate for your age or gender can feel liberating, Fraade-Blanar said. Adulthood often requires navigating societal expectations, but embracing the whimsy of a toy allows collectors to defy norms in a way that “can feel very empowering and exciting in a way that collecting a watch or something else that’s more socially acceptable may not,” she added.

As Solez puts it: “I’m just trying to have fun in this life. I don’t take life too seriously. And these things are a way to keep things not as serious.”