• Labubu is set to get smaller and cuter.
• Pop Mart announced a new line of miniature The Monsters keychains.
• Small enough to hang on mobile phones, the new charms will be released on August 29.

The small plush doll with the creepy grin that has had the world in a chokehold for the past year is set to get even smaller.

On Friday, Chinese toymaker Pop Mart announced the launch of mini Labubu dolls in its new "The Monsters Pin For Love Series."

According to a release from Pop Mart, the little Labubus will cost $22.99. The dolls will be around 4 inches in height and small enough to hook onto mobile phones. For reference, an iPhone 16 has a height of 5.8 inches.

People looking to land the little Labubus should mark their calendars for August 29. The dolls will come in 30 different colors.

These mini dolls, like their larger counterparts, will also be sold in blind boxes — which means collectors will only know which color they pulled after opening their boxes.

"The Monsters Pin For Love" series also includes a set of 30 letter charm pendants, each with a unique pattern and a metal Labubu charm. The letter charms are about 4.5 inches in height, per the product listing on Pop Mart's website.

This charm series will also be sold in blind boxes, and will be priced at $18.99, per Popmart's press release.

The "Pin for Love" series "allows collectors to spell names, initials, or secret messages," the release said. Fans can purchase the mini Labubus and letter charms from Pop Mart's website starting August 29 and choose shipping or in-store pickup.

Pop Mart's CEO, Wang Ning, teased the launch of mini Labubus during an earnings call this week.

The company released its first-half 2025 earnings on Tuesday. It reported a 204% increase in revenue in the first half of the year compared to the year before, with global sales of 13.87 billion Chinese yuan, or about $1.94 billion. It also reported a 401% increase in profits compared to the year before.

The Monsters IP, which includes fan favorite Labubu, contributed 4.81 billion Chinese yuan to the company's total sales in the first half of the year, per its earnings report. Pop Mart said its results were unaudited.

The company, listed in Hong Kong, has seen its stock price rise about 18% in the last five days and more than 550% in the past year.

Labubus have spiked in popularity over the past year. Desperate to get their hands on the dolls, which are released via unannounced drops, fans around the world have formed snaking queues outside Pop Mart stores.

To curb queues, the company has had to halt physical Labubu sales in some countries, such as the UK and South Korea. The doll has become so popular that its bootleg cousin, Lafufu, enjoyed its own cultural moment.