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Characters created in Hong Kong gained exclusive versions for the tournament, officially arrived in Brazil, and became a phenomenon among collectors
The opening of the 2026 World Cup, held in Mexico this Thursday, June 11, drew attention for an unexpected detail.
The ceremony featured the Labubu dolls, characters that went viral on social media in 2025 and sparked curiosity among fans.
The appearance was no accident. As announced by Fifa and Pop Mart in March 2026, the toys received official and exclusive versions for the tournament.
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Created in 2015 by Hong Kong artist Kasing Lung, the Labubus became known for their eccentric look, distinctive ears, and serrated teeth.
Partnership between Fifa and Pop Mart brought Labubu to the 2026 World Cup
The presence of the Labubus at the opening is linked to a commercial agreement between Fifa, the entity responsible for the tournament, and Pop Mart, the brand owner.
According to the companies, the partnership resulted in special dolls inspired by the 2026 World Cup.
The collaboration also includes stores in the host countries of the tournament and other themed products related to the event.
Thus, the appearance of the characters reinforced the strategy of bringing football, collectibles, and pop culture closer together.
How Labubu dolls sold in surprise boxes work
The Labubus are sold in surprise boxes, a format that increased curiosity around the brand.
In this model, the buyer only discovers which character they received after opening the package.
Each purchase can bring a common doll or a rare version of the collection.
This element of surprise, combined with the unusual aesthetics of the characters, helped turn the toys into an internet sensation.
Labubu in Brazil has official sale after wave of counterfeits
In Brazil, the original figures began to be sold officially on June 5, 2026.
According to Candide, the Brazilian company that launched the products in partnership with the Chinese organization, the national operation includes 30 different items.
Prices range from R$ 299.99 to R$ 799.99.
Until then, Pop Mart products did not have official sales in the country.
The popularity of the figures on social media made counterfeit versions easily appear in Brazilian commerce.
High price of originals boosted parallel market
In June 2025, an original Labubu cost up to US$ 300, about R$ 1,600.
At the same time, replicas were sold in the 25 de Março region, in São Paulo, for amounts between R$ 65 and R$ 250, as reported by g1.
This scenario helped explain the demand for cheaper versions, even without a guarantee of authenticity.
The official arrival of the brand in Brazil seeks to cater to consumers interested in original products.
Phenomenon mixes soccer, internet, and collectibles
The presence of Labubus at the opening of the 2026 World Cup shows how the tournament has also become a showcase for global brands.
The figures reinforce the strength of collectibles driven by social media.
The partnership between Fifa and Pop Mart combines soccer, entertainment, and consumption in a single strategy.
In Brazil, the official arrival of the figures occurs amid high demand, high prices, and strong circulation of counterfeits.
Now, the question is: will the Labubus continue as a passing internet craze or can they establish themselves as one of the most remarkable collectibles of the 2026 World Cup?
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