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Disney has capitalized on the Labubu hullabaloo.

The media and retail giant has made a strategic play to capture the enduring bag-charm craze by launching its ultra-popular collection of plush keychains and clip-on charms in the U.S. The accessories lineup, named the Urupocha-chan line, was previously exclusively available in Japan and China. Available now through DisneyStore.com, the collection marks the first time Americans can purchase these highly sought accessories directly — with no need for third‑party sellers.

The rollout comes amid a broader resurgence in collectible accessories, particularly Pop Mart’s Labubus — monster‑faced keychains that combine “ugly‑cute” design with random blind‑box drops. The small plush accessory is inarguably the product of the year, with a meteoric rise that has led to dramatic resale values and enduring social media buzz.

Disney’s plush keychains, meanwhile, feature Japanese‑exclusive renditions of characters like Stitch, Marie, Winnie the Pooh, Chip ‘n’ Dale, and Dumbo — referred to as Urupocha-chan. There’s also an official Mickey Mouse Urupocha of course. Each of the palm-sized figures have exaggerated “teary-eyed” proportions. In Japanese, uru means “teary‑eyed,” pocha means “chubby,” and ‑chan is a suffix conveying affection.

What differentiates Disney’s charms is their origin story. These items were born for the aesthetics-driven Japanese domestic market, where storytelling and cuteness in merchandise are a core aspect of much of the country’s culture and art. For U.S. consumers, the appeal lies in authenticity: owning a product that originally launched in a distinctly different retail culture.

According to Disney, their pastel plush keychain collection sold out almost immediately upon its initial release in Japan and China.

Shop Disney’s entire Urupocha-chan collection here, and a few of the best figures below: