Anatomy of a Viral Trend: A Case Study of the Labubu Move by Guy Majar Holdings
Global collecting culture and the FOMO effect
The global adult collectible-toy market, or Art Toys, generates billions of dollars, with companies such as China's Pop Mart leading the trend. Its commercial success relies in part on deliberately limited availability and FOMO, the fear of missing out. Entrepreneur Guy Majar applied these concepts in a viral Israeli marketing initiative around the Labubu character.
Early identification versus large-scale importing
Speed of response was central to Guy Majar's initiative. While large retail chains operate slower supply chains, the marketing team at Guy Majar Holdings used Trend AI Engine to identify growing interest in Labubu dolls in China months before the trend became mainstream in Israel. When local demand began to grow organically, the shelves at Candy World Glilot already carried exclusive merchandise.
The NIS 10,000 campaign and media response
To turn a popular product into a nationwide talking point, Guy Majar ran a TikTok guerrilla-marketing campaign featuring a rare Labubu doll priced at NIS 10,000. The unusual price generated discussion, reaction videos and viral collaborations with leading brands, and led to coverage by Mako and N12. The initiative illustrated how managing a digital narrative can create distinctive demand for premium collectibles.