Labubu hype seemed unstoppable, now the fluffy monster mania is dying

Collectors young and old energetically snapped up "blind boxes" - sealed, mystery packages containing the quirky monsters - often paying $15 (£11) or more. Ensito has spent more than $50,000 (£37,000) to build his collection of more than 400 Labubus, a figure he tells the BBC he's "embarrassed to say".

But in recent months, Ensito's once-viral posts about the furry monsters have struggled. "Those videos used to be able to hit 10,000 really quickly but I'm struggling to do that now." It's a sign that the craze which made parent company Pop Mart worth more than US toy giants Hasbro and Mattel put together may be running out of steam.

Analysts believe the Beijing-based brand is struggling to capture excitement beyond a single viral moment. Pop Mart recently reported that global sales in the three months to the end of September had fallen by as much as 50% on the previous year.