Disney Launches Urupocha-Chan Plushies to Rival Labubu Craze
Sage Matthews here, blinking at my screen at 2 AM, wondering how we fell from societal grace into a sea of microscopic plush keychains.
Disney has quietly unleashed Urupocha-Chan plushies in the U.S. after a two-month Asian exclusivity, as if the world did not have enough tiny, teary-eyed collectibles already.
Of course this happened.
Just when you thought viral toy fads might slow down, Disney swooped in with a new line of pastel plush accessories designed to fit on your purse or dangle from your keys. The Urupocha-Chan collection features everyone’s favorite Disney icons in chubby, wide-eyed form: Mickey Mouse, Minnie Mouse, Pooh and Piglet, Stitch, and a handful of others that seem to have abandoned normal proportions in favor of maximum squeezability. If you’re wondering what “Urupocha-Chan” even means, in Japanese uru means “teary-eyed,” pocha translates to “chubby,” and chan adds a dose of affection. Translation: the softest tears you could ever accessorize with.
According to Variety, the initial drop in Japan and China sold out almost immediately, suggesting that collectors are willing to trade common sense for more fluff. Disney confirmed the frenzy, but stopped short of projecting whether these new plushies will outlast PopSmart’s viral Labubu monsters, which racked up more than $419 million in revenue this year alone. PopSmart North America’s head of licensing Emily Brough told NBC News in April that Labubu demand “surpassed our expectations” when they launched their Into Energy series. Now, Disney seems determined to capitalize on the same formula of pint-sized, pastel envy.
If you’re keeping score, a single Urupocha-Chan keychain goes for roughly $15 to $20, which somehow feels like extortion dressed in cotton. Each design boasts overdressed features: giant eyes, stubby limbs, and pastel hues that scream “collect me or feel inadequate.” There’s no guarantee Disney’s lineup will eclipse the mop-haired Labubus on social feeds, but don’t be surprised if influencers start trading Urupocha-Chans like they’re family heirlooms. Celebrity sightings already include Kylie Jenner flaunting a Pooh version on Instagram and Paris Hilton slipping a Minnie plush into a throwback snap. E! News and NBC News, both under the NBCUniversal umbrella, have been all over this must-have merch moment.
It’s not lost on me that we live in an era where companies can hawk tiny tearful dolls as essential personal items. What’s next, a handheld crying Dory that dispenses dopamine hits for likes? For now, Urupocha-Chan stands ready to join Labubu in your feed, your purse, and your wallet’s darkest nightmares. The line goes on sale at select U.S. retailers and online this summer, so keep your credit cards on standby and your existential dread in check.
Anyway, can’t wait to see how this spirals further out of control.
Sources: Celebrity Storm and E! News, Variety, NBC News
Attribution: Creative Commons Licensed
