Monchhichi Sales Surge as Labubu Craze Revitalizes Plush Market

Sekiguchi, the long-running maker of Monchhichi dolls, reported a marked uptick in demand this season and said it expects revenue for the fiscal year through February to nearly double as sales strengthen. The rebound reflects a broader shift in the toy and plush market that has followed the rapid rise of Pop Mart’s Labubu character across Asia.

Collectors and retailers are seeing this as more than a momentary fad. Renewed interest in nostalgic and collectible plush toys has pushed older brands back into visibility, creating retail momentum in specialty shops, online marketplaces, and pop-up events. That momentum is translating into real inventory movement for legacy lines such as Monchhichi, which benefit from both organic collector interest and the spillover attention toward stylized designer plush that Labubu popularized.

For local sellers and community organizers, the change has practical implications. Expect higher foot traffic for vintage and specialist toy stalls, and tighter competition on secondary-market platforms where sought-after items often resurface. Verify product authenticity before buying on secondary markets, and track official channels for manufacturer announcements and limited releases. Joining local collector groups and following hobby forums will help you spot restocks and regional releases faster.

Manufacturers and retailers can take advantage of the trend by highlighting provenance, condition, and official packaging when listing older or collectible pieces. Presentation and clear descriptions matter more as buyers become more discerning and willing to pay premiums for well-preserved or rare items. Small retailers should also consider themed merchandising that pairs nostalgic lines with trending designer plush to attract crossover buyers.

The ongoing influence of Labubu on the market shows how a strong, collectible-focused wave can lift adjacent categories and revive established IPs. As interest continues, expect collaborations, anniversary reissues, and curated pop-ups to appear across city markets and hobby events. For collectors, casual buyers, and sellers, this period offers a practical chance to acquire sought-after classics, refresh shop inventory, and connect with a growing community focused on plush collecting.