{"id":177832,"date":"2026-05-01T06:00:21","date_gmt":"2026-04-30T22:00:21","guid":{"rendered":"https:\/\/www.sassyhongkong.com\/?p=177832"},"modified":"2026-04-30T18:18:16","modified_gmt":"2026-04-30T10:18:16","slug":"fuggler-rise-in-popularity-ceo-interview","status":"publish","type":"post","link":"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/","title":{"rendered":"Why Fuggler Is Hong Kong\u2019s New Obsession After Labubu"},"content":{"rendered":"

As Fuggler opens its first flagship store in Hong Kong, CEO Mark Kingston explains why ugly-cute toys \u2014 and the escapism they offer \u2014 are exactly what the city needs.<\/h2>\n

With mismatched eyes, an unsettling grin<\/strong> and teeth that look like a dentist’s nightmare, Fuggler is a far cry from the traditional plush toys<\/strong>. Yet the British-born “funny ugly monster” plush toy brand has become one of the most talked-about collectibles<\/a> in Hong Kong. You will spot them everywhere<\/strong>, dangling from handbags and lined up on office desks. Mark Kingston, CEO of Fuggler Corporation<\/strong>, who was in town for the opening of the Fuggler flagship store at Hysan Place, Causeway Bay, sat down with us to talk about how the cult brand has taken the world<\/strong> by storm<\/strong>.<\/p>\n

Read More:<\/strong> The Sassy Edit: Must-Haves In Hong Kong In May<\/a><\/em><\/p>\n

\n

\"Fuggler,<\/p>\n

Fuggler Was Born From A Birthday Present<\/h2>\n

The Fuggler\u2019s origin story is as wonderfully odd as the toys themselves. The brand was created in 2010 by a British woman named Louise McGetrick, who was stuck for a birthday gift idea for her husband<\/strong>, a devoted fan of Jaws<\/em>. Her solution was to buy a lot of false teeth, eyes and buttons off eBay, stitch them into a plush toy, and present it to him as a one-of-a-kind gift. And that\u2019s how the first Fuggler was born<\/strong>.<\/p>\n

McGetrick began making more characters, eventually landing on the name \u201cfunny ugly monsters\u201d \u2014 later condensed into Fuggler. Kingston and his team have since taken the concept global, injecting what he describes as \u201cchaotic, mischief humour\u201d into every design<\/strong>. \u201cThey\u2019re ugly and cute, but it\u2019s also that physical comedy,\u201d he says. \u201cWhen you look at them, it just puts a smile on your face. And then we can do anything with the different colours, patterns and fabrics to really bring out their personalities<\/strong>.\u201d<\/p>\n

Read More:<\/strong> Labubu & Beyond: Hong Kong\u2019s Cutest Collectibles Guide<\/a><\/em><\/p>\n

\n

\"Fuggler,<\/p>\n

What\u2019s In A Name? Everything!<\/h2>\n

Fuggler\u2019s cult appeal is mainly due to its characters and, of course, their unusual names such as Sir Belch, Old Tooth and Yeti Betty<\/strong>. Each name feels like it was dreamed up in a school playground, and that is not entirely far from the truth. Kingston shares that naming sessions at Fuggler HQ are collaborative, freewheeling affairs<\/strong> involving the team and toy partner Zuru.<\/p>\n

\u201cWe sit down, look at the various different designs and work out the character names that fit<\/strong>,\u201d he says. \u201cSo if they\u2019ve got a gap tooth, that’s why they\u2019re Gaptooth McGoo. Sir Belch \u2014 well, Fugglers burp, belch, fart, so Sir Belch seemed quite appropriate.\u201d He laughs. \u201cWe have really good fun just coming up with names<\/strong>. We band them about and take a couple of days to work out the names for each theme.\u201d<\/p>\n

It sounds simple, but it\u2019s also a clever marketing<\/a> strategy. In a crowded collectibles market, a memorable name transforms a plush toy into a character<\/strong>, and a character into something a buyer feels they need to collect, rather than simply possess.<\/p>\n

Read More:<\/strong> What\u2019s Hot In Hong Kong\u00a0<\/a><\/em><\/p>\n

\n

\"Fuggler,<\/p>\n

Ugly Has Never Looked So Good<\/h2>\n

In Asia, Fuggler now occupies similar cultural territory to Labubu, widely grinning creature from PopMart<\/strong>, that has become an icon. Both sit in what Kingston calls the \u201csweet spot where unsettling meets endearing<\/strong>\u201d. But Kingston says that Fuggler, with its signature teeth and anarchic expressions, pushes the ugly-cute aesthetic<\/a> even further.<\/p>\n

\u201cThe fact that Fugglers don’t have that traditional toy aesthetic really makes you look at it again and again. I think everyone can find a Fuggler that fits their own personality,\u201d Kingston says. \u201cPeople don\u2019t buy<\/em> Fugglers. They want to own<\/em> a Fuggler.<\/strong> They want to carry it and show off their personality through it.\u201d<\/p>\n

In Hong Kong, this is playing out most visibly through the brand\u2019s bag clip format \u2014 miniature Fugglers that consumers attach to their bags and wear almost like a personal emblem<\/strong>.<\/p>\n

Read More:<\/strong>\u00a0The Best Thrift Stores To Shop Vintage, Second-Hand Clothing<\/a><\/em><\/p>\n

\n

\"Fuggler,<\/p>\n

The Blind Box Dopamine Hit<\/h2>\n

Like Labubu, Fuggler also has a blind box format<\/strong>, and Kingston is candid about why it works so effectively. \u201cThat dopamine hit when you\u2019re opening the box and not knowing what you\u2019re going to get \u2014 that really resonates here in Hong Kong,\u201d he says. \u201cYou chase the rarities, you want to complete the whole collection<\/strong>, you can exchange with your friends \u2014 and today you can do that through platforms like Vinted or eBay.\u201d<\/p>\n

He is quick to clarify that Fuggler does not actively cultivate the secondary resale market \u2014 \u201cthat just happens to be a coincidence\u201d \u2014 but a thriving secondary economy only deepens a brand\u2019s cultural weight<\/strong>, and Kingston knows it. The numbers tell their own story: Rhodes Pet Science revealed in a 2026 study that \u201cFuggler has become a global phenomenon in the human toy category with almost 1 billion views on social media and over 25 million units sold last year<\/strong>.\u201d People are not just buying a Fuggler; they are building communities and entire online identities around them.<\/p>\n

Read More:<\/strong>\u00a0Your Complete Guide To Every Pet-Friendly Mall In Hong Kong<\/a><\/em><\/p>\n

\n

\"uggler,<\/p>\n

What It Says About Us<\/h2>\n

Perhaps the most interesting question surrounding Fuggler’s rise \u2014 and the broader \u201ckidult\u201d phenomenon<\/strong> \u2014 is not really about the toys at all. It is about what our appetite for them reveals. \u201cI think it is escapism<\/strong>. It\u2019s an innocent way of expressing yourself and having a bit of fun,\u201d Kingston says. \u201cThere\u2019s a lot of external stress, a lot of pressure in modern society. Fuggler comes along, we don\u2019t take ourselves too seriously, we recognise that not everything is perfect \u2014 we live in an imperfect world<\/strong>.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

As Fuggler opens its first flagship store in Hong Kong, CEO Mark Kingston explains why ugly-cute toys \u2014 and the escapism they offer \u2014 are exactly what the city needs. With mismatched eyes, an unsettling grin and teeth that look like a dentist’s nightmare, Fuggler is a far cry from the traditional plush toys. Yet […]<\/p>\n","protected":false},"author":1501,"featured_media":177877,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37427,24705],"tags":[],"class_list":["post-177832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture","category-lifestyle"],"acf":[],"yoast_head":"\nWhy Fuggler Is Hong Kong\u2019s New Obsession After Labubu - Sassy Hong Kong<\/title>\n<meta name=\"description\" content=\"As Fuggler opens its first flagship store in Hong Kong, CEO Mark Kingston explains why ugly-cute toys \u2014 and the escapism they offer \u2014 are exactly what the As Fuggler opens its flagship in Hong Kong, CEO Mark Kingston shares why ugly-cute toys \u2014 and their escapism \u2014 are exactly what the city needs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Fuggler Is Hong Kong\u2019s New Obsession After Labubu\" \/>\n<meta property=\"og:description\" content=\"As Fuggler opens its first flagship store in Hong Kong, CEO Mark Kingston explains why ugly-cute toys \u2014 and the escapism they offer \u2014 are exactly what the\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/\" \/>\n<meta property=\"og:site_name\" content=\"Sassy Hong Kong\" \/>\n<meta property=\"article:publisher\" content=\"http:\/\/www.facebook.com\/pages\/Hong-Kong\/Sassy-Hong-Kong\/105547292502\" \/>\n<meta property=\"article:published_time\" content=\"2026-04-30T22:00:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.sassyhongkong.com\/wp-content\/uploads\/2026\/04\/Hero-Featured-Image-2-1024x1024.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Suchetana Mukhopadhyay\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sassyhongkong\" \/>\n<meta name=\"twitter:site\" content=\"@sassyhongkong\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Suchetana Mukhopadhyay\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/\"},\"author\":{\"name\":\"Suchetana Mukhopadhyay\",\"@id\":\"https:\/\/www.sassyhongkong.com\/#\/schema\/person\/9c2756f503e61410e8e706e85d567bf3\"},\"headline\":\"Why Fuggler Is Hong Kong\u2019s New Obsession After Labubu\",\"datePublished\":\"2026-04-30T22:00:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/\"},\"wordCount\":960,\"publisher\":{\"@id\":\"https:\/\/www.sassyhongkong.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.sassyhongkong.com\/wp-content\/uploads\/2026\/04\/Hero-Featured-Image-2.png\",\"articleSection\":[\"Culture\",\"Lifestyle\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/\",\"url\":\"https:\/\/www.sassyhongkong.com\/fuggler-rise-in-popularity-ceo-interview\/\",\"name\":\"Why Fuggler Is Hong Kong\u2019s New Obsession After Labubu - 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