Syracuse, N.Y. (NCC News) – As Black Friday approaches, Destiny USA mall buzzes with anticipation. At Showcase, a pop culture collectibles store on the second floor, managers have taken an unusual precaution: installing protective glass over their most coveted merchandise—Chinese and Japanese blind-box toys.
It’s a telling sign of what’s to come during the year’s biggest shopping event, when collectors and gift-seekers alike will descend upon the store’s rows of TikTok-viral Sonny Angels and Labubus.
Aleks Maksymyshyn has a front-row seat to the phenomenon. The 22-year-old Showcase employee has witnessed the fervor firsthand over the past several months, fielding constant questions about the toys from curious shoppers.
“People constantly inquire about them and wonder about them,” he said.
Behind the counter, the display features the mischievous, elf-eared Labubu characters from Pop Mart—plush creatures with fanged grins—and the cherubic Sonny Angels, tiny collectible figurines known for their innocent expressions and surprise headpiece designs.
The protective glass isn’t just for show. These “toys” are in increasingly high demand and represent a multi-million dollar trend.
Behind the Demand
Both collectibles were released in the early to mid-2000s, but took off in 2024 thanks to social media and celebrity endorsements.
Sonny Angels gained popularity in November 2023, with the hashtag #sonnyangel gathering over 95 million views on TikTok. Fortune reported that the demand became so high it led to a “worldwide shortage from Dreams USA, Sonny Angel’s North and South American supplier.” Celebrities like Bella Hadid, Victoria Beckham, and Rosalía were spotted with the cherubic figurines, and Saturday Night Live featured them in a sketch on May 4, 2024.
Labubu’s rise was even more explosive. In April 2024, BLACKPINK’s Lisa posted herself with a Labubu keychain at Coachella, and her 100+ million followers sent stores into chaos. Pop Mart outlets sold out within hours, with customers leaving contact details for restocks.
Pop Mart reported revenue of nearly $5 billion at the beginning of 2025, much of which was attributed to Labubu sales. Photos began circulating of other celebrities attaching these tiny toys to their designer bags, transforming Labubu’s image from mere toy to status symbol.
Authenticity matters: Labubu vs. Lafufu
What sets Showcase apart in this booming market is authenticity. In an era when counterfeit, trendy merchandise floods marketplaces, the store has carved out a niche by guaranteeing genuine products.
“We sell genuine Labubus, that’s like one of the big things,” Maksymyshyn explained. “People don’t want a Lafufu. They’re in it for the real deal.”
“Lafufu”—a term TikTok users and collectors coined for fake Labubus not produced by Pop Mart—represents everything serious collectors avoid. True enthusiasts can spot the differences: inferior materials, slightly off proportions, and missing authentication marks. At Showcase, every Labubu arrives in large boxes clearly labeled with Pop Mart branding, ensuring legitimacy.
But authenticity comes with a price. Labubu figures can cost upwards of $60, while Sonny Angels range from $12-20, depending on the series.
These numbers often surprise first-time shoppers, yet Maksymyshyn notes that customers—typically parents shopping for children under 12—react with understanding rather than anger.
“It’s always been like, ‘Geez, they’re that much? Ooh,'” he said, mimicking the typical response.
The staff doesn’t shy away from conversations about pricing. They’ll even point parents toward less expensive alternatives at Destiny kiosks that sell knockoffs, acknowledging that most young buyers wouldn’t know the difference—much to their parents’ delight.
The Perfect Black Friday Storm
As Black Friday looms and the protective glass stands ready, Showcase prepares for what could be its most chaotic yet rewarding season. The small but dedicated customer base—what Maksymyshyn describes as “a small cult following”—will swell with holiday shoppers seeking the perfect gift for young collectors.
A fresh Popmart shipment arrived just in time, though the Labubu frenzy means strict rationing: one per customer. Sonny Angels remain at their standard $15, with a buy-three-get-one-free deal sweetening the offer.
Parents who have been watching their children scroll through social media, coveting Labubus and Sonny Angels for months, now have their chance to deliver the ultimate surprise. Whether they’re buying the authentic premium versions or settling for affordable alternatives, Showcase has it or will direct you to somewhere that can guarantee you’re still on trend without the hit to your wallet.