Fluffy, wide-eyed and with a toothy grin, Labubu dolls might look like nothing more than another plushy toy. But try telling that to the millions across the world who can't wait to get their hands on one.

Soua Xiong was gifted the one hanging from her purse.

"It's ugly and it's cute looking, so I wear it out sometimes," Xiong said.

Showing off your Labubu dolls is part of the fun of owning them.

"It's a way that we signal to others in the culture that we're part of this group, and in this case that we're cool and we're fashion forward," said Chris Byrne, a toy historian and consultant better known as The Toy Guy.

So, what exactly is a Labubu doll?

"They're little monsters that were introduced in 2015," said Byrne.

Created by Chinese toymaker Pop Mart, the dolls were just anoth

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