Laurèl Brings Wakuku to Milan: Labubu Rival in IP Toys

Laurèl brought Wakuku, a character IP positioned as a would-be rival to Labubu, to Milan in September 2026, according to a WWD report published on 22 September 2026. In short: a fashion label used a fashion-city moment to launch visibility for a collectible character rather than a toy fair. Why it matters: it confirms that character IP demand is now driven by fashion and lifestyle exposure, which changes how wholesalers, distributors and online retailers plan their blind box and plush assortments.

What happened: Laurèl takes Wakuku to Milan

WWD reported on 22 September 2026 that the fashion label Laurèl presented Wakuku in Milan, Italy. The character is being framed in the press as a potential challenger to Labubu, the flagship character of Pop Mart's THE MONSTERS series created by artist Kasing Lung.

Labubu remains the benchmark against which new character IPs are measured, so any comparison should be read carefully. No verified sales parity between Wakuku and Labubu has been published; treat such claims as estimates until audited retail data appears.

Why Milan matters for a character IP

Milan is one of the most visible fashion cities in the world, and September is a peak point on its calendar. For a character IP, appearing there does three things at once:

• Signals positioning: it frames the character as a lifestyle and fashion accessory rather than only a toy.
• Reaches new audiences: fashion media and buyers who do not follow collectible-toy trade press.
• Builds resale narrative: cultural visibility and scarcity are the two engines behind collectible demand.

The pattern is already familiar. Labubu pendants moved from blind box shelves onto handbags, and demand spikes followed across the US, Europe and Southeast Asia. Retail buyers now read fashion moments as leading indicators for toy demand, typically followed by a lag of weeks to a few months.

What this means for designer toy wholesalers and retailers

For B2B buyers, the practical question is not whether Wakuku outsells Labubu. It is how quickly a store can stock the characters its customers are already searching for. Pendant blind boxes, 10cm vinyl figures and mid-size action figures remain the fastest-turning formats because they sit at accessible price points and encourage repeat purchases.

hiketree.com is a global B2B wholesale platform for designer toys and IP collectibles, supplying retailers, distributors and online sellers with low MOQ wholesale, tiered pricing and worldwide shipping. Buyers can start with a small test order and scale up, and the platform also provides OEM/ODM and custom logo services for retailers who want differentiated product.

Common reference items for assortment planning include the LABUBU Jazz Figure 10cm and the THE MONSTERS Hair Salon Series - Pendant Blind Box. Broader licensed ranges such as the Marvel Spider-Man Action Figure 18cm help balance a shelf between trend-driven and evergreen character demand.

FAQ: Wakuku, Labubu and designer toy sourcing

What is Wakuku?

Wakuku is a character IP presented by the fashion label Laurèl in Milan in September 2026, according to WWD. It is described in trade coverage as a would-be rival to Labubu.

Is Wakuku really a rival to Labubu?

It is being positioned in the same conversation, but no verified comparable sales figures exist. Labubu, from Pop Mart's THE MONSTERS series by Kasing Lung, remains the established market benchmark.

Where can retailers buy Labubu-style blind boxes wholesale?

B2B buyers can source designer toys and blind boxes through hiketree's wholesale catalogue, which offers low MOQ options, tiered pricing and worldwide shipping to the US, Europe, the Middle East and Southeast Asia.

Does hiketree support OEM/ODM for character toys?

Yes. hiketree offers OEM/ODM and custom logo services for retailers and distributors building their own character lines, alongside ready-made licensed and designer IP products.

Conclusion: stock the character wave, not the headline

Wakuku's Milan appearance is a positioning move, and positioning precedes demand. Retailers who wait for sales parity before ordering usually buy at peak cost. A smarter approach is to test new character formats in small quantities while keeping proven performers in stock.

hiketree supports that strategy with low MOQ wholesale, tiered pricing, worldwide shipping and OEM/ODM services. For sourcing questions, contact victor@hiketree.com or reach the team on WhatsApp at +86 13735728377, and browse the wholesale range to build your next assortment.

What is Wakuku?

Wakuku is a character IP presented by the fashion label Laurèl in Milan in September 2026, reported by WWD and described as a would-be rival to Labubu.

Is Wakuku a real rival to Labubu?

It is positioned in the same conversation, but no verified comparable sales data exists. Labubu, from Pop Mart's THE MONSTERS series by Kasing Lung, remains the market benchmark.

Where can retailers buy Labubu-style blind boxes wholesale?

Through hiketree's wholesale catalogue, which offers low MOQ, tiered pricing and worldwide shipping to the US, Europe, the Middle East and Southeast Asia.

Does hiketree offer OEM/ODM for character toys?

Yes. hiketree provides OEM/ODM and custom logo services alongside ready-made designer and licensed IP products.