Beanie Babies for the brain-rot era

Labubu, the quirky plush toy from the Chinese brand Pop Mart, is rapidly transforming into a cultural and commercial sensation, with projections indicating its sales could reach $1 billion this year. This remarkable success is set to overshadow iconic brands like Barbie and Hot Wheels. Although Labubus are tangible items, they symbolize the overwhelming influence of an extravagant online aesthetic seeping into everyday life. A recent essay in The New Yorker has referred to this trend as 'IRL brain rot.' On the latest episode of the Equity podcast, hosts Kirsten Korosec, Max Zeff, and Anthony Ha delve into the reasons behind Labubu's surging popularity and explore what this reveals about the increasingly blurred lines between digital and physical realities. Are Labubus merely a modern take on the nostalgic Beanie Babies of the '90s? Tune into the full episode for an in-depth discussion. Equity, TechCrunch's flagship podcast, is produced by Theresa Loconsolo and airs every Wednesday and Friday. Don't forget to subscribe on platforms like Apple Podcasts, Overcast, and Spotify. You can also follow the podcast on X and Threads at @EquityPod. The Equity team, along with our audience development crew, appreciates your support. We value your feedback, so please consider filling out our survey to help us enhance your listening experience.