The Labubu effect: how viral trends are reshaping UK logistic and industrial flows

Few consumer crazes have exposed the speed and fragility of modern supply chains quite like Labubu. What began as a quirky plush toy from Pop Mart has become one of 2025’s most fascinating logistics stories – a live test of how quickly global networks can pivot to meet viral, emotion-driven demand.

Pop Mart’s The Monsters franchise, which includes Labubu, generated roughly RMB 13.04 billion in 2024, more than double the previous year, as its viral collectibles caught fire worldwide.[1] In the first half of 2025, it generated approximately 4.81 billion (around US $670 million) in revenue, accounting for more than a third of total company revenue.[2] The company now expects to hit between RMB 20–30 billion in revenue for 2025.[3] However, Labubu is more than just a revenue rocket for Pop Mart. It has redrawn freight patterns, tightened warehousing capacity and invited a new wave of logistics entrants.

Toy imports from Asia rose roughly 8% by value in the first half of 2025,[4] with Labubu collectibles representing an increasing share of the market. Air freight from Shenzhen to Heathrow climbed close to 20% as retailers raced to restock, while container congestion at Felixstowe and rerouting through the Red Sea added as much as 7–10 days to sea-freight lead times.[5] These delays and rising transport costs place additional pressure on inventory planning and supply chain responsiveness, particularly ahead of peak seasonal demand.

Beyond Labubu: e-commerce’s expanding footprint

Behind the scenes, the industrial footprint is changing fast. E-commerce fulfilment now requires nearly three times the warehousing space of traditional retail,[6] driving intense demand around London, Tilbury and the Midlands. Automation, robotics and AI-enabled warehouse management systems are increasingly standard as operators try to cope with shorter product lifecycles and unpredictable surges. Every plush toy trending on TikTok now triggers measurable upticks in pallet movements, flight bookings and last-mile delivery capacity.

Major global players remain at the centre of these flows. Maersk and CMA CGM have lifted toy-related cargo volumes from Ningbo and Shenzhen by double digits this year.[7] DHL Express and FedEx continue to dominate the fast-turn e-commerce air trade and DHL’s Asia–UK parcel traffic rose by over 25% in the third quarter of 2025.[8] Landmark Global has expanded AI-driven warehousing at Tilbury to handle seasonal volatility, while Scanwell Logistics has emerged as a key provider of customs clearance and door-to-door services for collectible importers navigating post-Brexit requirements.

At the same time, smaller and more agile entrants are reshaping the landscape. Chinese forwarders such as SZJCD Logistics are offering direct door-to-door rates as low as £5–10 per kilo, appealing to independent resellers. Vietnamese operators like Gemadept are targeting sustainable toy packaging flows, while digital platforms such as Flexport UK are rolling out API-based tracking for blind-box shipments — a niche that has grown rapidly alongside collector culture.

Infrastructure is evolving to match. According to HMRC, China accounted for 9% of total UK imports in May 2025, up from 8% in April.[9] The rollout of the Customs Declaration Service and expansion of freeport zones at Felixstowe and Southampton are expected to add between 10–15% to national logistics capacity by 2026.[10]

Labubu’s lasting legacy

Labubu may be a passing craze, but its impact on UK logistics and industrial strategy will last. It has accelerated warehouse investment, encouraged digital partnerships and demonstrated that agility is now the true currency of global trade.

At Newmark, we’re continually analysing how cultural and consumer shifts translate into real industrial demand — preparing clients to move goods faster, smarter and closer to the end consumer. Labubu’s story is more than a viral moment; it’s a blueprint for the next era of logistics agility.

The next big product, whether AI-powered collectibles, modular robotics kits or another unexpected cultural hit, will once again test how goods move, where warehouses grow and who’s ready to deliver when the world clicks ‘buy now’.

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[1] ABC News, 2024

[2] Reuters, 2025

[3] Reuters, 2025

[4] Toys ’n’ Playthings, 2025

[5] Wayfindr, 2025

[6] M9 Logistics, 2025

[7] FreightWaves, 2025

[8] DHL E-Commerce Insights, 2025

[9] GOV.UK Trade Statistics, 2025

[10] UK Department for Business and Trade, 2025