Remilekun Dosumu, a Marketing Communication Specialist, Media Investment Strategist, and ForbesBLK member, has spotlighted the global success of Labubu, a quirky, sharp-toothed plush toy from Pop Mart, as a powerful case study for Nigerian brands looking to build emotional resonance, digital relevance, and lasting community.

Sharing her insights, Dosumu described Labubu’s rise as more than a viral toy trend. For her, it represents a strategic approach to branding that fuses scarcity, storytelling, and consumer participation in ways that Nigerian marketers can immediately apply.

“Labubu is proof that when a brand understands emotional connection, the product becomes much bigger than what it looks like,” Dosumu said. “It is a toy, but it was designed with heart, layered with meaning, and released with strategy. That is what makes it iconic.”

She explained that one of Labubu’s core tactics is engineered scarcity. Pop Mart releases the toy in limited-edition blind boxes, meaning buyers never know which version they will get. This surprise element, according to Dosumu, creates anticipation, drives repeat purchase behaviour, and triggers the kind of urgency seen in Nigeria during time-bound campaigns like Jumia Black Friday.

“Scarcity has always worked in our market,” she noted. “But when you pair scarcity with a clear story and purpose, that’s when the magic happens. Labubu didn’t just sell. It invited people into an experience.”

Dosumu stressed that storytelling is the differentiator. Labubu isn’t positioned as a typical toy. It has a personality — mischievous, playful, but endearing. That character depth made fans feel emotionally invested.

“Nigerian brands must stop thinking in terms of products and start thinking in terms of personalities,” she said. “Whether it’s a local drink, a clothing brand, or a digital app, if people can’t connect emotionally, they won’t stay loyal.”

On social media’s role, Dosumu pointed to platforms like TikTok and Instagram, where Labubu’s growth accelerated through unboxing videos, fan-made edits, and digital storytelling loops. For her, Nigerian brands must stop using social media only as a billboard and start using it as a storytelling channel.

“Content has to feel organic. It has to feel like it belongs to the audience,” she explained. “Labubu didn’t go viral because of paid ads. It went viral because the community took ownership of the narrative.”

She also praised Labubu’s blend of nostalgia and novelty, something she believes Nigerian creatives can leverage by reimagining elements like Choco Milo, Super Striker comics, or vintage Nollywood aesthetics into modern brand stories.

Dosumu concluded by encouraging brand builders in Nigeria to stop chasing templates and instead build movements rooted in local insight, cultural pride, and emotional clarity.

“If a toy can build global loyalty through emotion, scarcity, and community,” she said, “then imagine what Nigerian brands can do when they lead with purpose.”