Labubu Trend Drives New Waste Challenges for Recycling Sector
Rapid Rise in Labubu Sales and Disposable Packaging
The recent surge in popularity of Labubu collectible dolls has introduced a significant new waste issue for the recycling industry. The figures, produced by Pop Mart, became a global trend almost overnight, helped by social media culture and limited-edition releases.
At the height of demand, Pop Mart’s CEO projected that sales could reach over 10 million units per day by September 2025, a figure that could surpass worldwide Barbie doll sales. The company reported a 204% increase in revenue in the first half of 2025, alongside the opening of 40 additional retail outlets, bringing its total to 571 worldwide.
However, this momentum proved fragile. Following an unfavourable market outlook published by JPMorgan Chase on 14 September 2025, Pop Mart’s share price fell by nearly 25% from peak levels. A continued decline followed through late October, echoing long-standing industry observations that collector toy trends often have a natural lifespan of two to three years before demand falls sharply.
Short Product Lifecycles, Long-Term Waste Impact
Research published on Science Direct highlights that around 80% of all toys eventually end up in landfill. Labubu dolls are unlikely to break this trend.
The figures themselves are made primarily from PVC (polyvinyl chloride) and polyester, both materials that are difficult to recycle at scale due to the specialist processes required to separate and reprocess them.
Yet, the greater waste challenge may lie not in the dolls, but in their packaging model.
Blind-Box Marketing and Rising Packaging Waste
Each Labubu is sold in a sealed “blind box”, meaning the buyer does not know which character they will receive until after purchase. This uncertainty is a deliberate part of the product’s appeal, encouraging repeat buying as collectors try to obtain rare designs – some with odds as low as 1 in 72.
Every item is packaged in multiple layers of materials, typically including:
- An outer cardboard box
- Plastic inner wrapping
- Additional display or protective inserts
With millions of units sold, this structure results in huge volumes of mixed-material waste entering household bins – packaging that is not always easy for consumers to recycle correctly, either due to unclear disposal instructions or mixed material composition.
A Growing Challenge for Recycling Infrastructure
Because these products are being purchased and unboxed at scale, the waste impact is fast-moving and widespread. The combination of short-lived trend cycles, non-recyclable components, and complex packaging means that the environmental load increases rapidly.
The recycling sector and supply chains face increasing pressure to:
- Provide clear guidance on correct disposal
- Improve consumer awareness around mixed-material waste
- Ensure infrastructure is ready to handle emerging waste streams tied to rapid retail trends
Without coordinated action, a large share of this waste is likely to end up in landfill or incineration.
Responsible Waste Handling Matters
While Labubu dolls represent just one product trend, they illustrate a broader issue: fast-moving consumer trends create waste faster than households and waste systems can adapt.
At Affordable Waste Management, we support organisations in managing waste responsibly and in line with the Simpler Recycling requirements being introduced across England. As packaging standards tighten and disposal responsibilities become more defined, having clear, compliant waste systems in place is increasingly important.
Responsible waste handling is not just an environmental concern – it is a compliance requirement that affects cost, reputation, and operational efficiency.