What is Labubu and why did the dolls appear at the opening of the World Cup?

Labubu: what is a doll that became a global craze
The opening of the 2026 World Cup in Mexico, broadcast this Thursday (11), featured unusual characters: the Labubu dolls, which were a craze in 2025, mainly due to the internet.
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Labubus are plush dolls with an eccentric appearance and serrated teeth, created in 2015 by Hong Kong artist Kasing Lung.
They are sold in surprise boxes, which means that the buyer only finds out which character they received after opening the packaging. Depending on luck, it is possible to take from common models to rare versions from the collection.
But why were they at the opening of the World Cup? FIFA, the entity responsible for holding the tournament, and Pop Mart, owner of the Labubu brand, signed a partnership in March this year that resulted in exclusive versions of the doll for the World Cup.
In addition to the special dolls, the partnership also includes stores in the tournament's host countries and other special items that are for sale.
Labubu Dolls
Reproduction/Pop Mart
Labubus in Brazil
Sales of the original dolls in Brazil only started on the 5th. According to Candide, the Brazilian company that launched the dolls in partnership with the Chinese organization, the Pop Mart operation in Brazil has 30 different products, with prices between R$299.99 and R$799.99.
Until then, Pop products Mart were not officially sold in Brazil. With the doll fever on social media, counterfeit versions began to be easily found in the country.
While an original Labubu cost as much as US$300 (around R$1,600) in June last year, it was possible to find replicas in the 25 de Março region for prices between R$65 and R$250, as shown by g1 in June 2025.

Source: G1