Some trends arrive quietly. Others crash through the door, spilling glitter and chaos across the room. The plush toy craze of 2025 did both. It crept in disguised as comfort, then exploded into street style, luxury runways, and resale bidding wars. And at the centre of it all stands the unlikely duel of Labubu vs Sonny Angel.
On one side is Labubu, the snaggle-toothed trickster with a smirk that looks like it knows your secrets. Born from the pen of Hong Kong illustrator Kasing Lung, Labubu was never meant to be conventionally pretty. Its charm lies in its defiance of pretty: wide eyes, mischievous posture, and a face that dances on the line between adorable and unsettling. On the other side is Sonny Angel, a winged cherub from Japan whose entire purpose is to make you smile. Where Labubu throws a party in your feed, Sonny Angel pours you a cup of tea.
Plush toys are no longer hiding in the children’s aisle. They swing from handbags at fashion week, nestle into influencer flat lays, and spark queues outside pop-up shops from Seoul to Paris. The market is worth billions, but the cultural currency is even richer: these toys have become emblems of identity, mood, and tribe.
The battle of Labubu vs Sonny Angel is not just about which plush you collect. It is about which side of yourself you want to show the world — the loud, meme-ready maximalist or the soft, pastel daydreamer? This is not just a toy story. This is the plush war defining a generation.
Labubu vs Sonny Angel: What to know about these viral plush toys
Origin stories
View this post on Instagram
Every cult figure has a beginning, and in the plush world, those beginnings are as important as the toys themselves.
Labubu’s story starts not in a boardroom, but in the sketchbook of Hong Kong illustrator Kasing Lung. His drawings were dreamscapes for grown-ups: surreal forests, eccentric creatures, and a main character that looked like it had been plucked from a half-forgotten fairytale. Labubu was mischievous, snaggle-toothed, and unapologetically odd. In 2018, Pop Mart spotted its potential and did something daring — they put it into blind boxes. Suddenly, what had once been a whimsical character on a page was showing up in the hands of people queuing outside malls at 6am. Each drop was a gamble, each box a promise of chaos in plush form.
Meanwhile, across the East China Sea, another story was quietly unfolding. In 2004, Japanese designer Toru Soeya wanted to create a small figure that could “bring happiness to your everyday life.” He named it Sonny Angel. The design was pure and simple: a cherub-like face, tiny angel wings, and a rotation of themed hats: strawberries, pandas, sunflowers. Over time, Sonny Angel went from figurine to plush, embodying the same calm optimism and gentle nostalgia that had charmed fans from Tokyo to Paris. It didn’t shout; it whispered, and people leaned in to listen.
Labubu was born from urban whimsy, and Sonny Angel from Japanese kawaii minimalism. One thrives in chaos, the other in quiet. Their origin stories are more than trivia; they are the DNA that fuels the Labubu vs Sonny Angel rivalry and shapes how the world loves them today.
Design language and aesthetic
@tweegems24 current obsession: labubus and sonny angel keychains 😆 #sonnyangelkeychain #sonnyangels #labubu #labubucollection #labubumacarons #labubuhaveaseat #foryou #fypシ ♬ original sound – POP MART
If you lined them up on a table, Labubu and Sonny Angel could not be more different. Yet that difference is exactly why their fans are so fiercely loyal.
Labubu arrives like a street style star. Its design is loud without saying a word, with huge wide open eyes, that trademark snaggle tooth, and a body that often leans just a little too far forward as if daring you to take a closer look. The colours are bold, the patterns sometimes chaotic, and seasonal editions can range from punk inspired tartans to shimmering iridescent fabrics. Each release feels like a fashion drop designed to surprise and even shock. In the world of plush, Labubu is the one wearing statement boots and not apologising for them.
In contrast, Sonny Angel is the embodiment of quiet luxury. Its face is soft, the features minimal, the palette gentle enough to blend into your morning coffee shot without stealing the scene. The magic is in the hats, with strawberries, dolphins and Christmas puddings, playful but never overpowering. Where Labubu dominates a shelf, Sonny Angel nestles into it. Fans often customise their Angels with tiny scarves, painted accessories or themed backdrops, turning each one into a personal vignette.
Both brands understand that design is storytelling. Labubu’s aesthetic says you are bold, ironic, and a little unpredictable. Sonny Angel’s says you are whimsical, calm, and just a little bit sentimental. Side by side, they look like they come from different planets, but together, they map out the full spectrum of what modern plush culture can be. In the visual language of toys, Labubu vs Sonny Angel is streetwear colliding with pastel poetry, and it is a collision everyone wants to watch.
Labubu vs Sonny Angel: Numbers behind the plush wars
Strip away the pastel charm and meme-worthy faces, and you are left with two brands whose numbers tell a story as bold as their aesthetics. Labubu vs Sonny Angel is not just a culture war; it is a masterclass in how to turn tiny figures into global commodities.
View this post on Instagram
Labubu is the undisputed disruptor. In 2024, Pop Mart’s star plush and figurine generated about USD 870 million in sales in just the first half of the year. By the end of 2024, Pop Mart’s total revenue had doubled to USD 1.81 billion, with Labubu providing the lion’s share. More than 300 different versions now exist, from modest USD 15 vinyls to giant 31-inch editions costing nearly USD 1,000. In the most extreme case, a mint-green four-foot Labubu even sold for USD 170,000 at a Beijing auction.
Celebrities like Rihanna, Kim Kardashian and Blackpink’s Lisa have flaunted theirs, while a recent Seventeen collaboration saw bids hit USD 2,200 for charity. Even Pop Mart’s CEO rode the wave — his personal wealth jumped by USD 1.6 billion in a single day thanks to the Labubu boom. But with fame comes imitation, and counterfeit “Lafufu” figures have flooded markets, prompting seizures and buyer warnings.
View this post on Instagram
Sonny Angel plays the long game. Since 2004, these winged cherubs have spread to 33 countries, their retail price hovering around USD 10–12. On the surface they are affordable, but certain rare “secret” editions, like the Golden Pig, can resell for over USD 2,600. Collector devotion is visible in the numbers: the #sonnyangel hashtag has drawn over 95 million TikTok views, and fan meetups, such as a 150-person gathering in New York’s Washington Square Park, underscore its community pull. While Sonny Angel does not ignite frenzied bidding wars on every drop, its rarity and emotional resonance keep it a steady player in the USD 20 billion “trendy toy” market.
The figures prove it: Labubu is the chaos, Sonny Angel is the calm. Together, they have shown that in 2025, a plush toy can be more than a plaything; it can be an economic force.
Community and culture
Labubu’s rise came with a roar. Conscious consumers inked their fandom onto TikTok, Instagram, and Lil Media, turning each blind‑box unboxing into a micro‑event. The tag #Labubu alone now mixes with fashion reels and style diaries. Its fandom isn’t just aesthetic, it’s performative. Fans queue pre‑dawn at Pop Mart stores, swap rare iterations in private groups, and delight in the chase of limited‑edition drops. The toy is less accessory, more cultural spark.
@iza.me Ja kupiłam🤩 #popular #dc #viral #viralwideo #będewdc #wybijsie #fypシ゚viral🖤video🤗foryou #fpy #dccccccccccccccccccccccc #polska #uwielbiam #fpyシ #foryoupage #showbiz #kocham #dlaciebie❤️🌸 #aktywność #dlaciebie😏 ♬ som original – Fest🎸
Sonny Angels, by contrast, draw a quieter but equally wholehearted following. Fans often build story‑led collections, sharing flat‑lay pics and plush‑curation boards. Trading events, especially in parks or boutique pop‑ups, feel like vintage markets for the soul, where nostalgia fuels the sale as much as the toy itself. These gatherings are slow moments in a digital rush.
Demographically, Labubu has exploded among youth with a flair for statement-making — fashion-obsessed millennials and Gen Z players chasing hype cycles. Sonny Angel draws the nostalgic and the serene, often composed of Gen Z and creatives craving mini comfort tokens that whisper, not scream. Labubu vs Sonny Angel becomes a clear choice between two aesthetic languages, both spoken fluently across the plush-obsessed community.
Neither fan base is passive. Labubu collectors transform dolls into street-culture art; Sonny Angel fans customise accessories or create themed sets that feel like personal altars. In both circles, the toys are more than just plushies. They are personal totems, social connectors and creative canvases.
Collector’s guide
@courts.mov Replying to @thatbritishgirl_xo #labubu #popmart #themonsters ♬ original sound – COURTS ✨🇨🇦🏴
Pop Mart’s Labubu franchise is bursting with creativity with over 300 unique versions as of 2025, including vinyls, plush, and keychains.
The core Labubu pieces and collaborations include:
Classic figures: “Time to Chill,” “Jump for Joy,” and “Dress Be Latte” all showcase Labubu’s iconic expression.
Seasonal & themed drops: “Flip with Me” and the autumnal “Fall in Wild” series bring seasonal flair.
Special events: “Let’s Checkmate” (Feb 2025 Valentine’s theme), the Chinese New Year drop “Walk by Fortune,” and “Best of Luck” exclusives.
Collaborations: These include a popular streetwear collab with Vans in the “Oldskool Monsters Forever × Vans” line, a fashion crossover with Pronounce via the “Wings of Fantasy” and “Be Fancy Now” editions, soft goods with Uniqlo, and art-forward pieces with the Coca-Cola series andOne Pieceanime sets.
Regional exclusives: Rare, location-based releases like “Hide and Seek” in Singapore, “Good Luck To You” in Thailand, and “Forest Fairy Tale” and “Wacky Mart” series in China.
Blind Box Mini series: Collector-favourite micro blind-box sets include “Exciting Macaron,” “Have a Seat,” and “Big Into Energy”.
The main characters in “The Monsters” line:
Labubu – The cheeky mischief-maker with nine teeth and big ears.
Zimomo – The wiser, calmer leader of the Labubu tribe, with a spiked tail.
Mokoko – The sweetest of the trio, soft-hued and lovable.
Sonny Angels
Sonny Angel’s strength lies in charming design diversity. The brand boasts over 650 distinct figures as of 2025.
Popular series & themes:
Classic collections: This includes the animal series, which features four main collections covering creatures from pandas and tropical birds to hippos and shiba inus. There is also the fruit, flower, marine, vegetable, and sweets series, with each theme showcasing playful headgear and seasonal delight such as roses, strawberries, shellfish, carrots, and cupcakes.
Limited & seasonal series: These include the HIPPERS (“Dreaming,” “Harvest,” “Looking Back”) series, which features 12-plus variants plus secret editions in each boxed set. There is also the Kiss Kiss series (Valentine’s charms), Cherry Blossom series (Hanami edition), Christmas Dinner, as well as others for special occasions.
Other fun editions: Snack, Marine, and Animal Bakery lines are available in blind boxes and accessories.
Other editions: Dozens of themed series including Afternoon Tea, In Wonderland, Summer Festival, Chinese Museum Collections, anniversary editions, global city editions, and more, spanning over 1,500 action figures across 168 series.
The future of the plush phenomenon
The plush craze that has defined 2025 is beginning to lose some of its fever pitch. The queues are still there, but they are shorter. The resale prices are still high, but not every drop sets the internet on fire. Hype, by its nature, burns bright and then cools. Labubu vs Sonny Angel might not hold its cultural dominance forever, but its impact is already written into the story of this decade’s consumer culture.
Labubu has thrived on chaos and surprise, but even the most dedicated fans can tire of constant drops. Pop Mart will need to slow the tempo, rethink scarcity, and craft releases that feel like events rather than routine. Without that recalibration, Labubu risks becoming another overstretched character brand whose magic wore thin when the market got too crowded.
Sonny Angel’s slow-burn strategy gives it a better shot at staying power, but even here, the challenge will be keeping collectors engaged beyond nostalgia. Its gentle charm can start to feel static if the designs do not evolve with the times. A careful injection of creativity — from subtle collaborations to inventive themes — could preserve its relevance without breaking its serene appeal.
Whether these brands keep soaring or eventually fade into niche status, they have already proved something bigger. This was a trend so viral, it put consumerism to shame — a global wave where tiny plush figures dictated shopping habits, redefined status symbols, and blurred the line between art object and toy. If nothing else, Labubu and Sonny Angel will be remembered as the plush icons that showed just how far, and how fast, desire can travel in the age of social media.
(All images: Sonny Angel and Pop Mart)
This article first appeared in PrestigeOnline Singapore
