Meet The Teacher Who Wakes Up At 3:30 AM For His Labubu Business
In the vibrant world of collectibles, the Labubu craze is rapidly transforming the landscape of plush toy markets. At the heart of this phenomenon is Ellis Stephens, a Bay Area teacher who has turned his passion for customizing Labubu plush toys into a lucrative side business. Waking up at the unholy hour of 3:30 AM may sound extreme, but for Ellis, it’s the key to managing his time between teaching and a creative endeavor that can bring in thousands of dollars each month.
The Labubu plush toys, derived from the whimsical designs of artist Kasing Lung and distributed by the company Pop Mart, have ignited a global obsession. Fueled by the trend of blind-box collectibles, where buyers don’t know which figure they will receive until unboxing, the resale value of these toys has skyrocketed. Remarkably, some rare Labubu figures can fetch as much as $30,000 on the secondary market, adding a layer of excitement and investment potential that mirrors that of high-end collectibles.
Yet, as Ellis dives into the customization process—often enhancing the figures with artistic tattoos—he acknowledges the challenges that accompany his passion. In a recent feature, he candidly discusses the hardest aspects of this artistic endeavor. Customizing a Labubu not only requires skill but also an understanding of the market and the types of designs that resonate with collectors. Ellis’s dedication shines through as he creatively adapts his styles, resulting in some of the coolest Labubu designs that catch the eye of fans and collectors alike.
The explosive popularity of Labubu isn’t confined to casual collectors; it has captured the attention of celebrities such as professional tennis player Naomi Osaka, who showcased her own Labubu at the 2025 US Open. With stars lending visibility to the product, the Labubu brand finds itself in a unique position, standing at the nexus of culture and commerce. However, there’s also skepticism lurking in the background, as some analysts draw parallels to the Beanie Baby bubble that famously burst in the late ’90s. Could Labubu’s meteoric rise be a fleeting trend, or is it a signal of a new era in collectible toys?
The ascent of Labubu and Pop Mart presents an intriguing case study in the toy industry, particularly when compared to staples like Mattel and Hasbro. As Pop Mart’s valuation surpasses these established giants, the landscape of children’s toys is evolving rapidly. Meanwhile, the resale market for Labubu figures is thriving, with resellers claiming remarkable profits—one even raked in $24,000.
Additionally, the recent emergence of Lafufus, another plush collectible, reflects the growing interest in unique toy designs, creating further competition. Yet, the Chinese government’s crackdown on unauthorized manufacturers of these toys raises questions about the future sustainability of such businesses within this niche.
As the Labubu trend continues to flourish, the big question looms: is this just another toy fad? Ellis Stephens, with his 3:30 AM wake-ups and thriving side business, embodies the fervor and entrepreneurial spirit that has the potential to redefine the collectibles market. Whether Labubu stands the test of time or becomes a historical footnote in the world of toys remains to be seen, but for now, one thing is clear—collectors are ready to hop on this plush ride.
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Video “Meet The Teacher Who Wakes Up At 3:30 AM For His Labubu Business” was uploaded on 09/07/2025 to Youtube Channel Business Insider