I get this question in my DMs at least three times a week. It usually comes in one of two forms: "How much is the blue Labubu?" or the more direct, "is Loyalty Labubu rare?" It's a valid question, especially with the prices you see floating around on eBay and collector groups. The short answer is yes, it's a "secret" figure, which makes it rare by design. But the real, honest answer is a lot more nuanced than that.
As the owner of PopNya, I've handled hundreds, maybe thousands, of Labubus. I've seen trends come and go, and I've watched certain figures explode in popularity. The story of Loyalty is a perfect case study in what makes a designer toy "valuable", and it's not just about how many were made.
First, Let's Be Clear: Which Blue Labubu Are We Talking About?
This is the first point of confusion for so many new collectors. When people ask about the "blue Labubu," they could be talking about a few different things. But the one that started it all, the one with the name, is Loyalty Labubu.
Loyalty is the "secret" or "chase" figure from the 2021 blind box series, The Monsters Let's Christmas. A "secret" in a Pop Mart series is a figure not shown on the box art, with a much lower pull rate than the 12 standard designs. Typically, the odds of pulling a secret are 1 in 144 boxes.
This specific figure is a beautiful, melancholic-looking Labubu in a soft, powdery blue. It's holding a tiny yellow star and has a slightly sad, pensive expression. It's not a vibrant, loud design; its appeal is in its subtlety. And because it was tied to a holiday series, its production was inherently limited to that season. Once the Christmas series was gone from shelves, so was the primary way to get Loyalty.
The Rarity Equation: Scarcity vs. Insane Demand
So, a 1/144 pull rate. That sounds pretty rare, right? Yes and no.
In the world of designer toys, 1/144 is standard for a mass-produced secret. It's scarce enough to be exciting but not so impossible that it feels unattainable. There are thousands of Loyalty Labubus out there in the world. Compare that to a limited-edition artist release of only 100 pieces worldwide. In that context, Loyalty isn't "ultra-rare."
So why does it feel so rare? Why is the price so high?
The answer is demand. And the demand for Labubu, in general, has been absolutely explosive. A few key factors created the perfect storm for Loyalty:
1. The Lisa Effect: When Lisa from BLACKPINK posted a picture with her collection of Labubu Macaron plush keychains, the entire market went nuclear. Suddenly, a cute monster known mostly to art toy fans was a global phenomenon. People who had never heard of Pop Mart were desperately trying to get one. This massive influx of new fans all wanted the "best" and "rarest" ones, and Loyalty was at the top of that list. 2. Social Media Hype: TikTok and Instagram are basically Labubu hype machines. Unboxing videos where someone pulls a secret go viral. Aesthetic photos of Loyalty sitting on a shelf get thousands of likes. This constant visibility creates a feedback loop: the more people see it, the more they want it, which drives up the price, which makes it seem even more desirable. It's a masterclass in modern viral marketing, even if it wasn't entirely intentional. 3. The "Sad" Aesthetic: There's something about the slightly sorrowful look of many of Kasing Lung's creations that really connects with people. It's not just a happy, smiling character.Loyalty, with its downcast eyes and gentle color, perfectly captures that feeling, making it more than just a collectible; it's a mood. I've had customers tell me they relate to its expression, which is something you don't get with every toy. This emotional connection is a huge part of the Labubu phenomenon, something I touched on when I wrote about why everyone thinks Labubu is demonic (but it's not).
So, is Loyalty Labubu rare? It's rare because of its status as a secret, but its value comes from the absolutely insane demand that has far outstripped its supply.
The Great "Sky Blue Labubu" Mix-Up
Now let's talk about the other major player: the sky blue Labubu. This is where things get even more confusing for newcomers.
Often, when someone is searching for "sky blue Labubu," they are looking for the Labubu The Monsters Fall in Wild Series Long Fur Plush. This is NOT the same as the Loyalty figure. It's a large, incredibly soft plush doll with long, shaggy fur in a similar (but not identical) shade of blue. It has a big pearl heart on its head and is, frankly, adorable.
This plush was a standalone release, not part of a blind box series. It retailed for around $40-$50, depending on the region. But just like Loyalty, it got caught up in the hype tornado. It sold out instantly. The secondary market prices shot up to $150, then $200, and at the peak, I saw them listed for over $250.
Here's a breakdown to keep them straight:
* Loyalty Labubu: A small vinyl figure (about 3 inches tall). It was the secret from The Monsters Let's Christmas 2021 series. Smooth, painted finish. Its value is tied to its 1/144 rarity. * Sky Blue Labubu Plush: A large plush doll (about 15 inches tall). It was a standalone release from the Fall in Wild series. Long, fluffy fur. Its value is tied to it being a limited-run, sold-out product.
To make it even more fun, there are other blue-ish Labubus! The Macarons series has a light blue keychain, and other series have featured blue-toned designs. It's a whole rainbow of monsters out there, which is why it's so helpful to know the specific names for all the different Labubus when you're hunting for one.
A Seller's Price Log: The Hard Numbers
Let's talk money. As a seller, I track these prices obsessively. It's my job.
When The Monsters Let's Christmas series was available, a single blind box retailed for about $15. If you were lucky enough to pull Loyalty, you essentially turned $15 into $80-$100 overnight. That was the going rate in collector groups back in late 2021/early 2022.
Fast forward to today. The hype has solidified its price. A confirmed, authenticated Loyalty Labubu figure with its card and box now consistently sells for $120 to $180. I've seen mint-condition examples push $200 on bad days.
The Sky Blue Labubu plush followed a similar trajectory. From its ~$45 retail price, it exploded. I was selling them for around $160 for a while, and even that felt low. The market has cooled slightly, but you'd still be very lucky to find one for under $120 today.
This is also where you have to be incredibly careful. The high prices have attracted a flood of fakes. They are getting better and better. Some fakes even replicate the box and collector card. It's a minefield for new buyers, which is why I put together a detailed guide on how to spot a fake Labubu from a seller's perspective. Please, please read it before you drop serious money on a "deal" that seems too good to be true.
Our Take: The Real Talk on Loyalty Labubu
Okay, let me be 100% honest with you, collector to collector. Is Loyalty Labubu a beautiful figure? Absolutely. It's one of my favorite secret designs Kasing Lung has ever done. But is it worth $180? Ngl, for most people, the answer is no.
The hype has inflated the price to a point that is disconnected from the reality of the item itself, a mass-produced vinyl figure. You are paying for the hype. You are paying for the demand driven by social media. You are not necessarily paying for rarity in the traditional sense.
If you are a die-hard completionist who needs every secret, then you're going to have to pay the market price. That's the game. But if you're someone who just loves the aesthetic of a cute, sad, blue monster, you have other options! The Macaron series keychain plush is a fantastic, much more affordable alternative. You can often find the blue one for under $30. Or, you can explore other figures in the massive LABUBU collection that might speak to you even more.
Don't let FOMO (Fear Of Missing Out) dictate your collection. I've seen so many new collectors get burned out trying to chase the most hyped items. They spend hundreds of dollars on one figure and then lose interest because the thrill was in the chase, not the ownership.
My advice? Buy what you genuinely love. If you look at Loyalty and it brings you an immense amount of joy, and you have the budget for it, then go for it. It's a stunning piece. But if you're only buying it because you think you're supposed to want it, take a step back. The world of Kasing Lung's art is vast and wonderful. Don't let the hype around one single figure prevent you from discovering the hundred other designs that are just as magical, and a lot kinder to your wallet. The joy of collecting is finding the pieces that tell your story, not just the ones with the highest price tag.
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