Labubu and Smeshariki became the leaders in Yandex queries

Labooboo and Smeshariki toys are gaining popularity in Russia, showing a sharp rise in interest in Yandex Search. According to analytical data, since the beginning of May 2025, the number of queries about Labooboo has exceeded one million, and reached 100 thousand per day in the last weeks of the month. Similar dynamics is observed for requests about Smeshariki – since May 20, their number has also approached the mark of 100 thousand per day.

Surge of interest in Labubu and Smeshariki: Yandex Search analytics

Yandex Search experts noted that in early April 2025, queries about Labubu were sporadic, not exceeding several hundred per day. However, starting on May 8, the situation changed dramatically: the number of queries grew by leaps and bounds, and during the last weeks of the month reached 100,000 per day. In total, users made more than one million inquiries about Labooboo during May.

Smechariki also entered the top of interests – since May 20, the number of requests about them began to grow and by the end of the month approached 100 thousand per day. Thus, both brands became among the most popular in the Russian segment of Yandex Search.

What queries users make about Labubu

The majority of queries about Labooboo are general, such as “labooboo” or “labooboo toy”. About a quarter of users are interested in where to buy a toy, its price and delivery conditions. About 10% of queries are related to additional information: origin, features, variants of use, as well as master classes for creating toys with their own hands. Requests for videos, reviews and information about how celebrities, such as Kim Kardashian, use Labuba in their style are also popular.

In May, users clicked on suggestions in Yandex Search containing the word “labubu” more than 155,000 times. The range of goods with this brand is diverse – from soft toys and trinkets to clothes, accessories and souvenirs. Some of them cost up to 85,000 rubles.

Labubu and Smeshariki – a new round of “toy boom”

The interest in Labooboo and Smeshariki has become part of the annual trends for “toy hits.” Yandex Search analysts recalled that different toys have been in the top spots in recent years: spinners (2017), Pop-it and Simple-Dimple (2021), Huggy Wuggy and Kissy Missy (2022), Blackpink (2023), Kuromi (2024).

Pop-it remains the leader in absolute number of searches per month, having been searched for more than 4.5 million times in May 2021. Spinners comes in second place, with Huggy Wuggy and Kissy Missy in third. Labooboo and Smeshariki are still just starting to gain traction, but analysts have seen a steady increase in their popularity and predict a further increase in demand in the coming months.

The article Labubu and Smeshariki become Yandex query leaders was first published on ITZine.ru.