Move over Labubu, there’s a new bag charm people can’t get enough of

If 2025 was the year of the Labubu, 2026 might just belong to Mirumi.

Just like a Labubu, a Mirumi is a small, sweet and fluffy bag charm — only, it’s a little more lifelike.

Mirumis are robotic, and sensitive to sound and touch.

Firstly landing on the scene over a year ago, they’re marketed as a ‘robot that steals a glance — and your heart’.

Both a fashion accessory and built-in-bestie all in one, they’ve become somewhat of an overnight sensations.

There’s now dozens of videos circulating on social media of customers flaunting their new miniature bestie dangling from their handbags.

And, as with Labubu at the height of its popularity, getting hold of a Mirumi is proving to be increasingly difficult.

After expanding internationally, the brand launched a month-long Harrods pop-up on July 20.

However, to the dismay of many customers, one of whom shared on Instagram that they’d been planning on travelling down from Birmingham just to get her hands on one of the toys, the available stock sold out in just a week.

While the team has hinted that a restock could be just around the corner, for now it looks as though we can only admire them from afar.

So, what is it about these new furry friends that has shoppers in such a frenzy?

Available in three colours — pink, ivory, and grey — Mirumi was designed by Tokyo-based company Yukai Engineering, whose creators said they wanted it to look like a mix of a small yeti, an owl, and a Sesame Street character.

The toy’s outer surface is covered with soft, furry material resembling a teddy bear.

Cute, yes. But it seems as though Mirumi’s real appeal lies its in interactive nature.

Designed to cling tightly to your bag strap, belt, or umbrella handle, the toy mirrors a sense of wonder and curiosity often seen in a newborn baby or a beloved childhood pet.

It reacts to head patting, is sensitive and reactive to sound, and even moves on its own.

This is all down to the toys’ algorithm. Reportedly inspired by other social robots, it generates varied motor movements rather than repeating the same actions, making Mirumi’s reactions appear more natural.

Oh and you’ll know that your Mirumi needs recharging when it starts to slowly shake its head as if it’s tired after a long day.

According to the website, Mirumi’s true purpose is to evoke small, unplanned moments of joy through ‘its tiny endearing gestures that invite a smile.’

The brand has emphasised that Mirumi is not intended to be just another collectible toy, but a lifelong companion.

Owners online have called their Mirumis a ‘purse pet’, ‘fur baby’, and ‘mini companion.

One user, @dariannaslay, even referred to herself as the ‘proud owner of the most kawaii creature ever’.

How much is a Mirumi?

Now, depending on size, a standard, off-the-shelf Labubu can cost anywhere between £10 to £70 (although at action, a 4ft version went for $172,000).

A Mirumi, on the other hand, costs quite a bit more.

To take one of these sweet little creatures home you’ll have to fork out £129.

In fairness, it does appear to be a much more sophisticated toy compared to some of the other cult favourites we’ve come across over the past few years.

But, with such a steep price point, the question is: does this latest craze have the staying power to become more than just another fleeting fad?

Do you have a story you’d like to share? Get in touch by emailing MetroLifestyleTeam@metro.co.uk

MORE: The ‘unfashionable’ beauty trend that makes Gen Z think you’re ancient

MORE: The TikTok slang terms every parent should know to avoid being ‘cringe’

MORE: Japan earthquake death toll rises to 13 with shoppers still trapped inside collapsed mall