Last year, one of the most talked-about cultural moments was the explosive craze around a toy called Labubu. It got so bad at one point that stores were entirely sold out of their collection, and people in a fevered craze were trying to get their hands on it through any means and for any price possible.
Reports also came out about children going into terrifying tantrums if their parents denied buying them one of those toys. With the start of the new year, apparently, its successor is already here, another plush toy called the Mirumi, created by Tokyo-based Yukai Engineering.
The palm-sized bag charm is in the form of a plush toy that houses a tiny robot that ‘hears’ sounds and reacts to voices around it.
But the craze around Labubus cannot be forgotten so soon, and if a new one is to follow this year, it does beg the question about why people buy these items in the first place and what science has to say about such people.
What Was The Labubu Craze?
The Labubu dolls are created by Hong Kong-based toy brand POP MART and artist Kasing Lung, featuring these monster-like creatures that have a mischievous appearance with large ears and sharp teeth.
While the character was introduced in 2015 as part of Lung’s story series, “The Monsters,” inspired by Nordic folklore and mythology, the toy itself began mass production in 2019 when Pop Mart and the artist entered into a collaboration.
This collab had these figures being released in sealed “blind box” packaging that only further heightened their popularity.
Their appeal lay in a mix of mystery, design, and emotional expression: buyers never knew which version they would receive, making each purchase feel like an event. This uncertainty, combined with limited releases, fuelled demand across Asia, Europe, and eventually India.
The craze initially started in China; however, it was when K-pop group BLACKPINK’s Lisa was spotted wearing one of these dolls as a charm on her handbag that the worldwide craze started.
Soon enough, other known names like Rihanna, Dua Lipa, and many other celebrities and influencers around the globe were spotted with one of these dolls in some form or another. The obsession got to such a point that retailers repeatedly reported Labubu collections selling out within hours or even minutes of launch.
In several markets, entire shipments disappeared on release day, while resale platforms saw prices climb to several times the original retail value. Industry observers noted that the blind-box format encouraged repeat purchases, with some buyers purchasing dozens of boxes to complete a set.
According to the annual report released by Pop Mart for 2024, the company earned around RMB 3.04 billion (roughly US$430 million) from The Monsters, while 2025 saw it jump to RMB 4.81 billion (about US$670 million), which was almost 34.7% of the company’s total revenue.
According to reports from May 2025, Pop Mart even paused the sale of Labubus in all 16 stores it has in the United Kingdom for a month, “prevent any potential safety issues” as multiple reports were coming out of customers getting into fights over them.
The Federation Council of Russia even banned the sale of these toys due to their “frightening appearance” and possible impact on children’s mental health. Besides this, criticism has been raised about these dolls encouraging overconsumption and FOMO among the general public.
Read More: Why Is Gen Z Seen As Over-Sensitive And Averse To Slightest Of Inconveniences?
What Are Experts Saying?
Thus, it is very important to understand why people buy them in the first place. What pulls people toward these toys?
Saurabh Pacheriwal, co-founder and director of Gemius, speaking with The Indian Express in a July 2205 report, said, “With mischievous expressions and storybook-inspired aesthetics, Labubu sits at the intersection of designer art toys and emotional storytelling. It’s a character from a larger fantasy world that resonates deeply with individual identity.”
Pacheriwal further explained that “Over 50 per cent of Gen Z seeks brands to reflect their unique personality,” and how “Labubu does exactly that – it’s a collectable and a symbol of emotional identity.”
According to experts, the motive behind people buying these Labubu dolls is multi-faceted and cannot be put into a single box.
Chartered clinical psychologist Tracy King, speaking with Tyla, in a July 2025 report, explained that “On the surface, they’re fun and whimsical. But psychologically, they’re deeply symbolic: these objects offer small, accessible moments of comfort, control, and identity in an unpredictable world.
The old idea of the career ladder offered a sense of linear progression—work hard, move up, gain security.
But for Gen Z, that ladder has been replaced with something more like an escape room. You’re expected to solve problems with no clear instructions, hit invisible milestones, and often find the goalposts moving entirely.”
Dr King further stated how things like job insecurity, inflation, unstable socio-political environment, rising living costs and more can create a sense of being out of control for many people in younger generations.
Thus, “In this landscape, collectables become something you can control. They’re emotionally grounding, they provide joy in manageable doses, and they often connect you to community. In a world full of uncertainty, buying a plushie in a strawberry hat becomes nervous system regulation.”
Dr Daniel Glazer, psychologist and co-founder of US Therapy Rooms, also commented on this, seconding that “Gen Z came of age during recessions and a pandemic, when conventional milestones felt postponed, so they redirect modest discretionary cash toward ‘micro-luxuries’ that deliver immediate control and joy.”
Further, they also touched on why many of the customers of these dolls seem to be adults, saying that this is not ‘out of immaturity’ but instead is a ‘form of emotional repair’.
She said, “These soft, playful objects evoke feelings of safety, care, and nostalgia, things that might’ve been missing or cut short in early life. This is inner child work in action.”
Shirley M. Mueller, M.D., a neuroscientist board certified in neurology and psychiatry, in a report for Psychology Today wrote how the thrill of getting a ‘blind box’ and the uncertainty that comes with it “is not unlike a slot machine, which taps into our brain’s reward circuits. A limited edition of “secret” Labubus can spark joy, and even an obsession. Then, collecting is more than acquisition; it becomes a ritual, a source of community, and possibly a point of pride.”
Dr Tonmoy Sharma, Psychiatrist and Founder, Merlin Health, speaking with the publication OnlyMyHealth, also touched upon the phenomenon of ‘kidult’ where it is “a blend of ‘kid’ and ‘adult’ that celebrates the child within.”
Dr Sharma commented on why so many are buying these toys that seemingly are made for kids, saying, “It’s not just about looking back, but it’s about holding onto warmth in a world that often feels cold.
In a world that is ever on the pursuit of productivity, adults are on the quest for small pleasures as concrete reminders of easier, safer days. Labubu, with its offbeat yet charming design, caters to that desire. It’s not so much about collecting; it’s about reaching out to a self that was freer, lighter.”
Image Credits: Google Images
Sources: Psychology Today, The Indian Express, The Guardian
Find the blogger: @chirali_08
This post is tagged under: Labubu, Labubu mental health, Labubus craze, Labubu gen z, gen z, gen z culture, Labubu fad, gen z trinket culture, trinket culture, Labubu obsession, Labubu doll, Labubu toy
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