The current trend for adorably fluffy dolls is really taking off, with even knockoff versions flying off the shelves, as reported by various sources.
Isaac Larian, the CEO of MGA Entertainment, noted that their new line, Bratziez, which features bright colors and fuzzy outfits reminiscent of the classics like Bratz dolls, experienced overwhelming demand during their release around Thanksgiving.
“It was shocking — we sold 10,000 units in just 30 minutes,” Larian shared. “We were anxiously awaiting our order of 200,000, feeling a bit nervous about whether they would sell.”
Now, MGA, which also produces LOL Surprise dolls, is trying to meet the high demand. All of the $25 dolls listed on their website sold out in under an hour, with Target being the only major retailer that carries them, albeit in limited quantities.
“Toy makers everywhere are trying to tap into this Luvbu trend,” mentioned Toy Insider editor James Zahn, who anticipates that the upcoming Toy Fair in New York will showcase a slew of similar products. “There are tons of items out there, with prices ranging from $5 to $40,” he added.
That includes a variant from Kalenbu called Kimmong Mimong, available at Walmart and Target starting at $12.88. Another popular copycat from Yoonique, called Monster Clip, sells for $5 at Five Below, while Labubus tends to be around $28.
This week, collectors are snapping up Bratziez dolls, sometimes at double or triple the retail prices on eBay. One even went for $110 recently.
Social media users have been sharing their experiences hunting for the dolls at Target. Target has placed a limit on purchases since December 1, just after sales began, as customers reported that “scalpers” were quickly buying up stock. Many consumers noted visiting multiple stores to find the dolls.
“We have them available, but they go fast due to all the buzz and the number of shoppers,” Ridge stated.
The explosive demand for the Love Bath dolls—produced by Pop Mart in Beijing—has also led to a rise in imitations, some of which have been seized by authorities both in the U.S. and China. Interestingly, there are noted similarities between the Love Bus dolls and their lookalikes, as pointed out by Zahn, hinting at a kind of familiarity reminiscent of the Teletubbies from the early 2000s.
MGA’s Larian revealed that the company has ordered another million Bratziez dolls, marking the biggest order since the LOL Surprise craze in 2017. Customers were recently allowed to pre-order, and around 100,000 people have expressed interest in further information.
However, it seems the new dolls won’t be available until April.
“One of our suppliers indicated they’re facing issues with materials and labor this year,” Larian mentioned, noting that other factories are struggling to get workers back to keep up production.
Experts have highlighted that many factories in China tend to slow down in preparation for the Lunar New Year closures in February.
“This isn’t the best timing for a hot trend,” Zahn pointed out.
This past spring, toy manufacturing was disrupted as tariffs on Chinese imports spiked, leading many U.S. companies to cut back or move operations to less expensive locations like Vietnam.
Some companies are reportedly downsizing or relocating away from ports, raising concerns about production delays. “It’s a significant amount of waiting,” said Alan Dorfman, CEO of Super Impulse, while keeping an eye on the developing situation.
