Every so often, a new doll-adjacent figurine floods social media . These collectibles appear on the Instagram carousels of the hottest celebrities , star in YouTube unboxing videos and sell out on resale sites for far above retail value.

A few years ago, Calico Critters — mini woodland creatures dressed in retro-inspired outfits — grew in popularity. Then, it seems that everyone had a three-inch Sonny Angel doll , a figurine of a cherubic naked infant, perched on their phone case or peering over their computer.

Labubus are the newest viral phenomenon. Bags are frequently adorned by the furry monster dolls with wide, toothy grins that toe the line between cute and creepy.

What’s most surprising about the rise in popularity of these doll figures is the shift in consumers: T

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