When Labubu bag charms started taking off in the pandemic, I, like many millennials, scoffed at the ugly, monster-like creatures: “It’s just a Gen Z rip-off of a Furby! It’ll never catch on!”
But it did. At an unprecedented rate.
Created by Chinese toy maker Pop Mart, Labubus were suddenly seen on celebrities such as Kim Kardashian, Dua Lipa and David Beckham (none of whom are Gen Z, I hasten to add). Hell, even Cher had one.
The creators of South Park wasted no time in putting together a sketch about the fad, either – with episode 4 of season 27 seeing Eric, Cartman and co taken over by the craze, and Butters accidentally buying his girlfriend Red a fake Labubu doll, dubbed the “Lafufu”, consequently losing all face because of the blunder.
With an estimated 100 million units sold worldwide in 2025 alone, at one point it was hard to imagine how any other toy or accessory could steal its crown. But with sales of the plush toy plunging in the US and the emergence of new designs and technologies, there is finally a worthy opponent: the all-new – robotic – Mirumi bag charm.
Meet the Mirumi bag charm
What is a Mirumi bag charm?
Kind of like a cross between a Furby, Tamagotchi and Labubu, the Mirumi bag charm was created by Japanese robotics firm Yukai Engineering “to evoke those feelings through its tiny, endearing gestures that invite a smile — both from you and from those around you.”
Like a sloth on a branch, the Mirumi clings to your bag strap and interacts with you throughout the day, thanks to its 8-hour battery life.
What can it do?
Available in three colourways – grey, pink and ivory – the cute ball of fluff is like no other bag charm. This robotic companion can not only hug your bag on-the-go; the touch sensor on the back of its head means that it can also “feel” your stroking it and respond like a pet.
It also has built-in sound sensors, allowing it to respond to noises – yes, really.
How much does a Mirumi cost?
Given they are sophisticated robotic bag charms, Mirumi do cost more than the average Labubu, retailing at £149 in the UK.
Where to pre-order a Mirumi in the UK
While the plush charms have blown up in Tokyo already, they’re currently only available from two outlets in the UK: Harrods and the official Mirumi online store.
We tried Oodie’s dressing gown – and it’s so much more than a cosy layer