If you've spent any time on TikTok or Instagram Reels in the last few months, you've probably heard it. That distinctive, slightly exasperated voice of a Hungarian grandmother, usually paired with a video of a very specific LABUBU figure. The labubu grandma meme exploded out of nowhere, and as someone who lives and breathes these little monsters, my DMs and store inquiries went absolutely wild overnight.
Everyone was asking the same thing: "Do you have the grandma one?" or "Where can I buy the labubu granny?"
It was fascinating, hilarious, and a little chaotic. Most people didn't even know which figure it was, just that they needed it. So, let's clear the air. As a collector and the owner of PopNya, I want to give you the real story behind this viral sensation, from the specific figure to its insane market impact, and whether you should even bother trying to hunt one down.
The Figure Behind the Meme: Meet "Campfire"
First things first: the "grandma" is a specific figure named Campfire. It was released back in 2021 as part of The Monsters Camping blind box series by Pop Mart and Kasing Lung.
I remember when this series first dropped. It was a solid collection with a cute, outdoorsy theme. You had Labubus fishing, stargazing, carrying lanterns, the whole vibe was very cozy. Campfire, the figure in question, is depicted sitting down, wrapped in a blanket, and wearing what looks like a little headscarf or beanie. Its mouth is in a slight, almost pouty frown.
And that's the magic right there. The combination of the head covering and that grumpy-but-lovable expression is what made it the perfect visual for the meme. It just looks like a little old lady who's seen it all and is slightly unimpressed.
The meme itself originated from a TikTok user, Ryan Thomas Roth, who brilliantly paired the Campfire figure with an audio clip of his Hungarian grandmother. The internet did the rest. Suddenly, a three-year-old common figure from a retired series was the hottest toy on the planet. For a bit of context on the character's official name, you can always check out a guide to LABUBU names, which can be a lifesaver when you're trying to track down a specific design.
The Camping series itself is classic Kasing Lung. The designs are whimsical and full of character. But before the meme, Campfire was just one of twelve "regular" figures in the set. It wasn't particularly sought-after. In fact, it was one of the less popular designs from that series. Oh, how times have changed.
The "Grandma" Effect: A Seller's Market Report
This is where things get really interesting from a seller's perspective. Before the meme, The Monsters Camping series was quietly retired. You could find individual figures on the secondary market for pretty reasonable prices. A common figure like Campfire would typically sell for maybe $15 to $20, not much more than its original retail price of about $14. It was a background character in the vast world of LABUBU.
Then the TikTok went viral.
Within 48 hours, I saw a shift. At PopNya, we had a handful of The Monsters Camping blind boxes left in our inventory. They were collecting dust for months. They sold out in a single afternoon. The emails and DMs started pouring in, specifically asking for "the grandma."
I checked the secondary market out of curiosity. It was a bloodbath. Listings for the Campfire figure shot up from $20 to $50, then $60, and I've seen some ambitious sellers ask for close to $80. For a common figure. That is an absolutely insane price jump driven purely by social media hype. The demand completely eclipsed the available supply, and prices reacted accordingly.
This is a classic example of a "meme tax." You're no longer paying for the vinyl toy; you're paying for the cultural relevance, the joke, the viral moment. And as we've seen with other collectibles, that value can be incredibly volatile.
The hype also created a huge headache: fakes. Whenever a figure gets this popular, counterfeiters flood the market. The fakes are often surprisingly good at a glance, but the vinyl feels cheaper, the paint lines are sloppy, and the box is a dead giveaway. If you're hunting for one, you absolutely need to know how to spot a fake Labubu, because paying $60 for a knockoff is a collector's worst nightmare.
Real Talk: Is the Labubu Grandma Overhyped?
Okay, let's be honest. As a seller, the hype is great for business. As a collector, it's a little absurd.
My honest take: Yes, the Labubu Grandma is currently overhyped and overpriced.
Look, I get it. It's fun. It's a hilarious piece of internet culture, and owning the physical meme is a cool feeling. But let's break it down. You're paying a 300-400% markup for a common figure that, aesthetically, isn't one of Kasing Lung's most intricate or detailed designs. The paint application on the 2021 series is perfectly fine, but it's not as crisp or refined as what we see in the newer series like The Monsters Constellation or Fall in Wild.
If you're a die-hard fan of the meme and you have the disposable income, go for it. It's a great story piece for your collection.
But if you're a new collector just getting into LABUBU, I would strongly advise against making this your first big purchase. For the $60+ you'd spend on the Campfire figure, you could buy an entire set of the new Macaron blind boxes, or pick up two or three different and arguably more interesting figures from other series. Your money will go a lot further and give you a better introduction to the diversity of the LABUBU world. Don't let FOMO (Fear Of Missing Out) dictate your collecting habits. Hype is temporary, but a good collection is built with intention.
Is This the "Oldest Labubu"? A Common Misconception
One of the funnier questions I've gotten during this whole craze is from people wondering if this is the oldest Labubu. Because of the "grandma" association, some newcomers assume it must be a vintage or original design.
That couldn't be further from the truth.
The Campfire figure is from 2021. The LABUBU collaboration with Pop Mart started back in 2019. But the actual oldest Labubu figures predate Pop Mart entirely. Kasing Lung, the creator, was making them as high-end resin art toys for the designer toy scene long before they became a blind box phenomenon.
These original resin figures, like the first "De Forest" Labubu or the "Byron" collaborations, are the true grails. They were made in extremely limited quantities, hand-painted, and sold for hundreds, sometimes thousands, of dollars. They are incredibly rare and represent the artistic origin of the character.
The first Pop Mart series was The Monsters Toys Series 1, released in 2019. Figures from that series, like the original "Sponge" or "Tycoco," are much older than the Campfire figure. So, while the Labubu Grandma might have an old soul, she's actually a relative newcomer in the grand timeline of LABUBU history.
A Collector's Playbook for Navigating the Hype
So, what does this all mean for you, the collector? The Labubu Grandma situation is a perfect case study in how to collect smartly when a toy suddenly goes viral.
1. Wait It Out. Meme-driven price spikes rarely last. Remember the "Stonks" Funko Pop? Or the Among Us craze? Prices skyrocket and then, as the internet moves on to the next thing, they slowly come back down to earth. If you're patient, you'll likely be able to get a Campfire figure for a much more reasonable price in six months. 2. Consider the Whole Series. Instead of dropping $60 on a single, over-inflated figure, think about the series it came from. The Monsters Camping series has 12 regular figures and one secret (chase) figure. The secret, "Dino," is a fantastic design and holds its value far better than a common. For the price of one "grandma," you could potentially buy a few sealed blind boxes from the series (if you can find a reputable seller with old stock) and have a chance at pulling something even better. It's a gamble, but it's often a smarter play. 3. Explore Alternatives. Do you like the Campfire figure because it's a meme, or do you genuinely like the design? If you like the grumpy expression, there are other Labubus with similar vibes. If you like the headwear, other series have figures with hats and hoods. Don't get tunnel vision. Use the hype as a starting point to explore the wider world of LABUBU and find figures you genuinely love for their own sake. You can browse the full LABUBU collection to see just how much variety there is. 4. Enjoy the Moment. At the end of the day, this is supposed to be fun. The Labubu Grandma meme is hilarious. It brought a ton of new people into the hobby and gave us collectors a good laugh. You don't need to own the figure to appreciate the joke. Sometimes, it's enough to just enjoy the ride and watch the chaos unfold from the sidelines.
It's been a wild ride watching a simple, common figure become an internet celebrity. It shows how unpredictable the world of designer toys can be. One day you're a dusty figure on a shelf, the next you're a Hungarian grandma known around the world. For me, it's a fun story to tell, but my focus remains on the art and the joy of collecting. The meme will fade, but the charm of Kasing Lung's little monsters will stick around for a long, long time.
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