ICYMI, Labubus are having a huge moment.

They've gone so viral — and are so hard to get your hands on — that some people have reportedly resold theirs for up to $700, with limited edition ones going for as much as $4,500.

And yes, we're talking about a stuffed toy. A bit extra? Yeah, probably.

WATCH: Blackpink's Lisa on her love for Labubu. Post continues below.

If you're not across the whole Labubu trend, I highly recommend checking out this in-depth write-up by Mamamia writer Chesea Hui, which covers everything you need to know. But in short: these quirky plush toys, created by Hong Kong artist Kasing Lung, feature pointed ears and nine serrated teeth.

This is what a Labubu looks like:

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Objectively speaking, they're not your standard version of cute. I mean, Jellycats are cute. Labubus? They're more on the ugly-cute or scary-cute spectrum, right…? (Please don't come at me.) 

If you've managed to score a Labubu, hats off to you — that's some serious luck. But if not, don't stress. Because in the spirit of no gatekeeping, I've got some scoop: according to Hong Kong sources, there's another plushie quietly rising to fame — and it's tipped to be the next big Labubu.

Except this time… they're actually cuuuute.

Enter: Noodoll.

What is Noodoll?

Yiyang Wang is the founder and creative force behind Noodoll, which she launched in 2010.

While studying Design at Central Saint Martins in London, Yiyang drew inspiration from the shapes of noodles and rice from her hometown in Taiwan — and from that spark, Noodoll and the whimsical world of Rice Town were born.

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The original character inspired a flood of ideas in Yiyang's imagination and brought her so much joy that she started dreaming up more friends for him. She named the company in his honour and kept expanding the collection from there.

Fast forward to today, and the Noodoll universe is thriving. You'll spot tiny Ricespud plushies dressed in adorable outfits — think bunny ears, dinosaur suits, fruity costumes, graduation gowns, even a cosy grandma ensemble.

SO! CUTE!

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And it's not just little potatoes — the range also features plush dumplings, bao buns, ice creams and plenty more squishy designs. Honestly, I can't even pick a favourite.

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Noodolls come in full-sized huggable plushies and cute keyring versions, so you can clip them onto your bags, jackets, pants, keys — whatever. 

Why you should buy a Noodoll.

What sets Noodoll apart is that it's a proudly female-led brand producing ethically made toys in small batches, which is rare to hear in the plush toy world.

Highly skilled craftswomen in Taiwan created Yiyang's first batch of plushies back in 2011, and over a decade later, the same team is still lovingly handcrafting them. Yiyang also has a close-knit group of designers, makers and packers who all share a passion for quality products that are made to be cherished for a lifetime. 

"Noodoll was never about fast trends — it's about meaningful design, sustainability, and creating companions that stand the test of time," Yiyang told Medium in an interview.

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The brand stands by a "friends for life" philosophy, meaning every plushie is designed to be a lifelong companion, not just a passing trend.

They even offer a free 'Plush Hospital' repair service to keep your Noodolls looking and feeling good-as-new, no matter how well-loved they become.

"This way, every plush lover can keep their beloved companions healthy and happy, ensuring no souls — human or plush — are ever lost," Yiyang explained.

"To me, slow fashion isn't just about sustainability — it's about dedicating love and care to the things we create and passing that energy on to those who receive them."

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Where to buy Noodolls in Australia.

This trend is only just beginning to gain traction overseas, which means now is the time to buy them before they become a global sensation. 

You can shop Noodolls directly from their official online store.

There are also a handful of stockists that carry the brand, including some based right here in Australia, like Pinky's Store Melbourne and Freddie the Rat, just to name a few.

Would you buy a Noodoll (or a couple)? Share your thoughts with us in the comments section below.

Feature image: Instagram/@noodoll.