How the Labubu + Collectibles Craze Is Impacting Asbury Park’s Local Small Businesses

New Vibes, New Faces

Casey McDonald, 46, is the owner of Rebel Supply Company in Asbury Park. Originally from North Carolina, Casey has been a New Jersey resident for the past 15 years and the owner of this AP small business for the last ten.

Rebel Supply Co. specializes in gifts, trends, and consignment fashion, adding some colorful quirk to an already bustling Cookman Avenue. Locals and tourists alike frequent the store, but the team saw a large increase in customers this summer with their most recent dive into the world of collectibles.

“I had no experience in the doll business. I don’t really have a passion for it at all,” says Casey. “But I do have a passion for making people feel good and giving tokens of joy.”

Casey highlighted the difficulties of acquiring Labubus, a line of zoomorphic plushies designed by illustrator Kasing Lung. Being online for specific drops, speaking with others in the doll industry, and collaborating with sellers overseas to ensure the authenticity of these goods, were all part of the process.

“Nobody wanted to do that, but everyone wanted the trinket of joy. So I thought, ‘I will figure out a way to do this,’” Casey said. Her hard work paid off, as Rebel Supply Co. greeted customers lined up around the block for the opportunity to snag a rare doll. Though it seems like an intense craze, Casey spoke about other trends in recent years that have had similar reach, even without the extensive lines.

“It usually goes a trend a year… There’s always something on trend that we exploit to the fullest,” Casey said.

Similarly, Rebel capitalized on the popularity of The Eras Tour last summer, Harry Styles during the release of Harry’s House, and all things related to Bruce Springsteen. With the notion of “Brat Summer” fading into the background, the store was struggling to find the big-ticket item that would assist them through the height of summer tourism. Labubus, therefore, became the next bandwagon for this small business to hop on during their most profitable season.

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When asked about how this trend complemented or clashed with the established business model, Casey reflected on how this fad related to the consignment aspect of the store. She said, “It hasn’t done what I thought it was going to do, but it has brought us into a more gifty area than I’ve ever experienced in retail.”

Casey explained that customers who were coming through the door for Labubus rarely crossed over into the consignment or vintage aspects of the store. The craze around these dolls has settled since the beginning of the summer, meaning Casey has to account for the remaining supplies she has yet to sell. She stated that this trend was not the largest money-maker she’s ever experienced for her business, but it was very successful with getting people in the door. Collectibles reflect how following trends can impact small businesses and how the culture of Asbury Park is adapting to accommodate a more tourist-driven beach town.

Trends and Change

Asbury Park, once known as the New Jersey scene for music, counterculture, and quirk, has been growing in population density and tourism. The character of Asbury shifts with every new apartment development or overpriced restaurant, and these changes are reflected in the merchandise being sold at Rebel. Casey notes how her clientele has shifted throughout the years, meaning these fads become more important during the summer months.

The trend of Labubus also highlighted a negative element that is not often seen at Rebel Supply Co. Though Casey stated that the shop is no stranger to theft, about $300 worth of Labubu + related merchandise was stolen this year. Whether this theft is a one-off incident or a product of the collectible craze is yet to be determined; however, it can leave a sour taste in the mouth of any small business owner.

The store has pushed through much more than some criminal activity over a plushie keychain. Rebel Supply Co. celebrates its 10-year anniversary in October 2025. Casey spoke about her love for the community of Asbury Park, despite the changes it has undergone. Her ability to adapt and find specific niches to appeal to mass audiences reflects her creativity and business savvy.

“There’s been trends that have come and gone, but the Labubu one was definitely something that was out of my wheelhouse,” she said. Everything takes a village, and this collectibles trend was no exception. Casey took the time to acknowledge her outstanding employees, most of whom have been with her since the beginning. Their ability to handle crowds, assist in marketing and sales, and strengthen the community of returning customers is a testament to their strength as a small business.

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