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Psychologists have issued a warning for anyone who owns a Labubu.
If you’ve taken a stroll through any shopping district recently, chances are high that you’ve spotted a Labubu dangling from someone’s backpack or purse.
These toys, which sit comfortably alongside Squishmallows, Jellycats, and Sonny Angels, have become iconic symbols of the booming ‘trinket culture’ that has captured Gen Z’s imagination.
Even a visit to McDonald’s reveals its reach, with Happy Meals now featuring collectible Squishmallows.
Meanwhile, platforms like Whatnot are experiencing explosive growth in live sales related to Labubu and similar items.
According to Daniel Fisher, Head of Categories at Whatnot, per Tyla: “Labubu live sales alone have increased 300% month-on-month since March,” and the number of sellers dealing in Labubu has doubled in that same time frame.
Tyla investigated the psychological and consumer-driven forces behind this wave by consulting both psychologists and brand experts.
What they uncovered goes far deeper than mere consumer preference or social media hype.
Chartered clinical psychologist Tracy King believes the surge in interest is a direct reflection of Gen Z’s emotional landscape.
“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,” she explained.
King elaborates that traditional life milestones, like buying a home or climbing the career ladder, have become increasingly elusive.
“The old idea of the career ladder offered a sense of linear progression… But for Gen Z, that ladder has been replaced with something more like an escape room,” she noted.
Economic instability, the climate crisis, and growing up during the pandemic have only amplified these uncertainties.
“In this landscape, collectibles become something you can control. They’re emotionally grounding, they provide joy in manageable doses, and they often connect you to the community,” said King. “Buying a plushie in a strawberry hat becomes nervous system regulation.”
Psychologist Dr. Daniel Glazer supports this view, describing the purchase of such items as a way Gen Z reclaims control in a world where traditional milestones seem indefinitely postponed.
“They redirect modest discretionary cash toward ‘micro-luxuries’ that deliver immediate control and joy,” he said.
Some may question the maturity of adults purchasing toys usually targeted at children, but Dr. King rejects that notion.
“It’s not out of immaturity… This is inner child work in action,” she said, explaining that these soft, playful objects evoke feelings of safety and nostalgia.
She also believes the trend is here to stay: “Trinket culture is a response to burnout and disconnection. It’s not a shallow trend. It’s a psychological response to the demands of modern life.”
With big names like Dua Lipa and Lisa from Blackpink incorporating Labubus into their personal style, the popularity of these collectibles is unlikely to fade.
Fisher added: “Fans aren’t just collecting, but rather curating, trading, and sharing them live, turning each stream into a social event.”
In other words, the rise of trinket culture isn’t just about cute toys, but a meaningful way Gen Z is coping with a world that often feels overwhelming.
