10 Products That Went Viral Like Labubu

In the wake of Labubu’s extraordinary global breakthrough, a new wave of collectibles and toys are gaining momentum overnight. Unlike earlier collectible phenomena, which relied on slow retail rollouts and organic word-of-mouth, this new generation of products harnesses the vitality of social media platforms, influencer culture, and the always-on, instantaneous nature of digital hype. The cultural craze around these items now builds in days or weeks, not months or years, upending traditional marketing models and reshaping how trends emerge and fizzle within global consumer markets.

Viral Products of 2025

2025 saw a series of collectible and toy products achieve near-instant global fame, riding the momentum set by Labubu. From miniature figurines and plush toys to reimagined classics, each was propelled to success by rapid social media amplification, influencer-driven marketing, and new approaches to scarcity and collectibility.

1. Sonny Angel

• Description: Miniature angelic figurines from Japan, typically sold in blind boxes. Recognized for their whimsical designs and themed headgear.

• Virality Drivers: Social media “unboxing” videos, trending as desk and lifestyle accessories, and a dedicated collector community.

2. Interactive Digital Pets

• Examples: Live Little Pets (notably the penguin), WowWee’s “Dog-E” robot, Fingerlings Interactive Baby Monkeys.

• Virality Drivers: TikTok demos, surprise interactive features, unique personalities, and the nostalgia of digital pets combined with modern collectibility.

3. Jellycat Plush Toys

• Description: Soft, quirky plush toys including limited-edition and collaborative releases.

• Virality Drivers: Instagram-friendly aesthetics, occasional celebrity endorsements, and enthusiastic word-of-mouth in online parenting and gifting circles.

4. Trading Cards

• Scope: Pokémon, Magic: The Gathering, as well as new sports and entertainment cards with digital rarities.

• Virality Drivers: Live pack openings on TikTok and YouTube, card grading reveal trends, high secondary market values, and augmented reality integration on select cards.

5. Calico Critters & Miniature Collectibles

• Description: Sets of animal figures with detailed accessories, often available via mystery or themed packaging.

• Virality Drivers: DIY and craft videos, miniature diorama trends, and a strong nostalgia factor within collector communities.

6. Enabot Pet Camera Robot

• Description: Smart robots that function both as pet companions and home surveillance devices.

• Virality Drivers: “Day in the life” viral videos, home tech influencer coverage, and playful meme appearances.

7. Vintage and Retro Collectibles

• Trends: Revival of classic toys like Lincoln Logs and alphabet blocks, Art Deco/Murano glass, and mid-century modern pieces.

• Virality Drivers: TikTok home decor videos, nostalgia-centric viral posts, and style curator recommendations.

8. Special Edition LEGO Sets and Playmobil

• Description: Limited releases themed around popular culture franchises and nostalgia.

• Virality Drivers: “Build reveal” videos, user design challenges, and creative build-off competitions on Instagram and TikTok.

9. Barbie 65th Anniversary Merchandise

• Description: Special dolls, accessories, and brand collaborations released in celebration of Barbie’s 65th anniversary.

• Virality Drivers: Year-long pink-themed digital campaigns, high-profile cross-brand collaborations, and influencer partnerships.

10. Furby Interactive and Power Saber Toys

• Description: Modern reboots of iconic toys dressed up for a new generation.

• Virality Drivers: Unboxing and parody trends, nostalgic memory sharing, and integration with contemporary entertainment franchises.

The success of these 2025 viral products is not accidental. It is the result of a deliberately orchestrated strategy that fuses timeless consumer psychology—desire, FOMO, collecting—with the disruptive possibilities of digital media, resulting in a new playbook for instant global sensation.

Common Strategies of Viral Products

After closely examining recent viral successes, several defining strategies and characteristics emerge in how today's hit collectibles and toys are designed, marketed, and launched:

1. Blind Box & Surprise Packaging

• Most viral items incorporate mystery into the unboxing experience—blind boxes or hidden traits fuel anticipation and FOMO. This unpredictability pushes consumers to purchase multiple units in pursuit of rare exclusives, amplifying sales and social visibility.

2. Influencer and Celebrity Integration

• Brands strategically engage influencers, celebrities, and category trendsetters to unbox, showcase, or style the products in content seen by millions within hours. Example: A single social post by a K-pop star can trigger a surge in global demand, as seen with Labubu and high-profile endorsements on TikTok, Instagram, and YouTube.

3. Scarcity and Speculation

• Limited runs, artificial scarcity, and serialized “drops” are used to create urgency and elevate perceived value. Many products sell out rapidly, and their scarcity fuels active secondary markets, where collectors and speculators drive prices even higher.

4. Aesthetic and Emotional Appeal

• Products are designed for maximum cross-demographic appeal—often “cute,” tactile, or photogenic, encouraging organic sharing and integration into digital lifestyles (work desks, decor, etc.). Emotional resonance (nostalgia, surprise, or humor) heightens engagement and collectibility.

5. Integrated Digital Community

• Viral items are supported by vibrant digital communities and hashtag challenges. The act of searching for, unboxing, or displaying the item digitally becomes as important as the product itself, sustaining the buzz and encouraging peer-to-peer sharing.

6. Fast Iteration, Collaboration & Timed Collabs

• Brands rapidly release new versions or collaborations (e.g., anniversary editions, franchise licensing) to maintain momentum and capitalize on fleeting trends. The fast turnaround is enabled by digital design tools and flexible production chains.

7. Built for the Resale Economy

• Products are intentionally structured for aftermarket activity (numbered releases, authenticity markers, rarity guides), supporting a parallel ecosystem of resale on platforms like eBay and StockX and encouraging speculative buying.

These products exemplify how collector culture and viral marketing have evolved—combining digital storytelling, influencer reach, and the psychology of surprise and scarcity to create new and lasting cultural phenomena.