Shopping: Labubus, Jellycats and Crybaby: Why are toys going viral in 2025?
- InsightTrendsWorld
- Apr 30
- 9 min read
Why is the topic trending?
Sudden Surge in Adult Interest in Toys: The article highlights an unexpected and significant increase in popularity of childlike toys like Labubu, Jellycats, and Crybaby among adult consumers in 2025.
Viral Social Media Phenomenon: The trend has gained significant traction on social media platforms like TikTok and Instagram, leading to widespread discussion and engagement.
High Demand and Resale Value: The extreme demand for these toys, exemplified by Labubu selling out and commanding high resale prices, indicates a trending phenomenon with considerable consumer interest.
Cultural Commentary on Escapism and Nostalgia: The trend reflects a broader cultural interest in escapism and nostalgia as coping mechanisms in the face of global uncertainties and the pressures of adult life.
Overview:
The article delves into the reasons behind the surprising viral popularity of toys like Labubu, Jellycats, and Crybaby among adults in 2025. It explores how these childlike items have captured the attention of fashion enthusiasts, celebrities, and everyday consumers, becoming street style staples and highly sought-after collectibles. The article attributes this trend to a desire for comfort and escapism in uncertain times, nostalgia for childhood, the "ugly-cute" aesthetic, the appeal of the blind box format, and the influence of social media.
Detailed Findings:
Labubu's Popularity: The Labubu toy trend reached a fever pitch in 2025, becoming the #1 collectibles release ever on StockX with a significant resale premium. It's a small, bunny-like toy sold in blind boxes and has been seen with celebrities like Lisa from Blackpink, Rihanna, and Dua Lipa.
Jellycat's Success: Soft toy manufacturer Jellycat is the fastest-selling toy brand at Selfridges, selling one every 15 seconds during the 2024 festive period.
Other Pop Mart Toys: Other Pop Mart blind box toys like Crybaby and Hirono are also gaining popularity in the West, indicating a broader trend beyond just Labubu.
Comfort and Escapism: Experts suggest that in times of global uncertainty, people seek comfort, happiness, and playfulness in nostalgic items.
Nostalgia and Inner Child: Many adults find comfort in these toys as they evoke childhood memories and provide a connection to a simpler time.
"Ugly-Cute" Aesthetic: The unique and sometimes unconventional appearance of these toys aligns with the popular "ugly-cute" trend.
Blind Box Appeal: The mystery and collectibility of blind boxes create an engaging and sometimes addictive experience.
Affordable Luxury: These toys can represent an accessible "small luxury" in a challenging economic climate.
Social Signaling: Accessorizing with toys can be a way for adults to express their personality and a sense of not taking themselves too seriously.
Reselling Culture: Similar to sneakers, some consumers buy these toys to resell them for profit.
Social Media Influence: Platforms like TikTok and Instagram have played a significant role in driving the viral popularity of these toys.
Key Takeaway:
The viral popularity of toys like Labubu, Jellycats, and Crybaby among adults in 2025 is driven by a combination of factors including a desire for comfort and escapism in uncertain times, nostalgia, the appeal of the "ugly-cute" aesthetic and blind boxes, and the significant influence of social media.
Main Trend:
The Rise of "Kidult" Collectibles for Comfort, Escapism, and Social Expression: In 2025, there is a significant trend of adults embracing childlike toys and collectibles as a source of comfort and escapism in a complex world, while also using them as a form of social expression and a way to tap into nostalgia.
Description of the Trend (please name it):
The Adult Playtime Phenomenon: This trend describes the increasing engagement of adults with toys and collectibles traditionally associated with childhood, driven by a need for comfort, escapism, nostalgia, and a means of expressing individuality and connecting with others.
What is consumer motivation:
Seeking Comfort and Happiness: Toys provide a sense of comfort and a reminder of simpler times.
Nostalgia for Childhood: Adults are drawn to items that evoke positive memories from their youth.
Desire for Escapism: Toys offer a way to escape from the stresses and uncertainties of adult life.
Social Connection and Belonging: Collecting and sharing these toys can foster a sense of community.
Expressing Individuality and Playfulness: Accessorizing with toys can be a way to showcase personality and a lighthearted approach to life.
The Thrill of Collecting: The blind box format and the desire to complete collections provide a sense of excitement and accomplishment.
What is driving trend:
Global Uncertainty and Stress: The current social, economic, and environmental climate is driving a need for comfort and escapism.
Power of Social Media: Platforms like TikTok and Instagram amplify trends and create viral moments around these toys.
Nostalgia Marketing: Brands and media are increasingly tapping into nostalgic themes that resonate with adults.
Accessibility and Affordability (relatively): Compared to some luxury goods, these toys can be an affordable way to experience joy and participate in a trend.
"Ugly-Cute" Aesthetic's Popularity: The embrace of unconventional beauty standards makes toys with unique appearances appealing.
What is motivation beyond the trend:
Some individuals may genuinely appreciate the design and artistry of these collectibles.
The act of collecting can be a fulfilling hobby for some.
Description of consumers article is referring to:
Age: Primarily adults, including millennials and potentially Gen Alpha, as mentioned in the context of DRMLND's audience. The trend spans across different age groups who find comfort and joy in these items.
Gender: Not explicitly specified, but the examples include male and female celebrities and collectors, suggesting it's not limited by gender.
Income: While some Labubus are being resold for hundreds of dollars, the retail prices (around £13.50) suggest accessibility to a wide income range. The appeal of affordable "small luxuries" also points to a broad economic demographic.
Lifestyle: Individuals who are active on social media, interested in popular culture and trends, possibly collectors or those seeking unique forms of self-expression. Some may be fashion-conscious and use the toys as bag charms.
Conclusions:
The viral toy trend of 2025 reflects a multifaceted phenomenon driven by emotional needs, social influences, aesthetic preferences, and the thrill of collecting, highlighting a desire for comfort and playfulness in adult life.
Implications for Brands:
Tap into Nostalgia and Comfort: Marketing campaigns can leverage these themes to connect with adult consumers.
Consider Limited Editions and Collectibles: Creating items with a sense of scarcity and collectibility can drive demand.
Engage with Social Media Trends: Utilize platforms like TikTok and Instagram to promote products and encourage user-generated content.
Explore "Ugly-Cute" Aesthetics: Don't shy away from designs that are unique and slightly unconventional.
Consider Blind Box Formats: This can create excitement and encourage repeated purchases.
Implication for Society:
Highlights the ways in which adults seek comfort and escapism in response to societal pressures.
Demonstrates the blurring lines between childhood and adulthood in consumer culture.
Reflects the significant influence of social media on trends and consumer behavior.
Implications for Consumers:
Provides a relatively affordable way to experience joy and participate in a trend.
Offers a means of self-expression and connection with others who share similar interests.
Can provide a sense of comfort and nostalgia.
Implication for Future:
The "kidult" market for toys and collectibles is likely to continue to grow.
Social media will remain a powerful force in driving these trends.
Brands will likely continue to innovate with unique and engaging collectible items.
Consumer Trend (name, detailed description):
The "Kidult" Collector: This trend describes the growing segment of adult consumers who actively engage with and collect toys and merchandise traditionally aimed at children, driven by factors like nostalgia, comfort, and social expression.
Consumer Sub Trend (name, detailed description):
The Blind Box Enthusiast: A sub-trend within "Kidult" collectors, focusing on the popularity of blind box toys, where the element of surprise and the thrill of the chase for rare items drive purchasing behavior and create online communities around unboxing experiences.
Big Social Trend (name, detailed description):
The Desire for Escapism and Comfort in Challenging Times: In a world facing various uncertainties, there's a noticeable societal trend of seeking out forms of escapism and comfort through nostalgic or lighthearted experiences and products.
Worldwide Social Trend (name, detailed description):
Global Influence of Social Media on Consumer Culture: Social media platforms are playing an increasingly significant role in shaping consumer trends and driving demand for various products, including toys and collectibles, across the globe.
Social Drive (name, detailed description):
The Pursuit of Joy and Playfulness: Even in adulthood, there's an inherent human desire for joy, playfulness, and lightheartedness, which these viral toys tap into.
Learnings for brands to use in 2025: (bullets, detailed description)
Understand the Emotional Connection: Recognize that these toys often fulfill emotional needs for adults.
Embrace the Power of Social Media: Actively engage with online communities and trends related to collectibles.
Foster a Sense of Community: Create opportunities for collectors to connect and share their enthusiasm.
Strategy Recommendations for brands to follow in 2025: (bullets, detail description)
Collaborate with Toy Designers and Artists: Partner to create unique and appealing collectible items.
Utilize the Blind Box Model: Consider incorporating this format into your product offerings for added engagement.
Create Engaging Social Media Campaigns: Encourage sharing and interaction around your collectible products.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
In 2025, "The Adult Playtime Phenomenon" is in full swing, with adults finding comfort, nostalgia, and social expression through collecting "kidult" toys like Labubu, Jellycats, and Crybaby, fueled by social media virality and a desire for escapism.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, brands should recognize and capitalize on "The Adult Playtime Phenomenon" by developing and marketing toys and collectibles that appeal to adult consumers' desires for comfort, nostalgia, and self-expression. This involves creating unique products with engaging designs, potentially utilizing the blind box format, and actively leveraging social media to connect with "kidult" collectors and foster a sense of community around their brand.
Final Note:
Core Trend: The Adult Playtime Phenomenon: Increasing engagement of adults with toys and collectibles for comfort, escapism, and social expression.
Core Strategy: Tap into nostalgia and comfort themes, utilize social media, and consider the blind box format for engaging adult consumers.
Core Industry Trend: Growing "kidult" market for toys and collectibles driven by social media and a desire for escapism.
Core Consumer Motivation: Seeking comfort, nostalgia, escapism, social connection, and a way to express individuality through playful items.
Final Conclusion: The viral toy trend of 2025 highlights a significant shift in consumer behavior, with adults increasingly turning to toys for emotional fulfillment and social connection, presenting a valuable opportunity for brands that understand and cater to this emerging "kidult" market.
Core Trend Detailed (The Adult Playtime Phenomenon):
Description: This core trend describes the notable and increasing engagement of adults with toys and collectibles that are traditionally associated with childhood. This phenomenon, evident in the soaring popularity of items like Labubu, Jellycats, and Crybaby in 2025, is driven by a complex interplay of factors. Adults are turning to these items as a source of comfort and escapism in response to the pressures and uncertainties of adult life. The trend is also deeply rooted in nostalgia, with toys evoking fond memories of childhood and providing a tangible link to a simpler past. Furthermore, these collectibles are increasingly being used as a means of expressing individuality, connecting with like-minded communities, and participating in online trends, highlighting the evolving role of toys beyond just childhood playthings.
Key Characteristics of the Trend (summary):
Engagement of Adult Consumers: Toys and collectibles are no longer solely the domain of children.
Drive for Comfort and Escapism: Offering a sense of ease and a break from adult responsibilities.
Strong Nostalgic Element: Evoking memories and feelings from childhood.
Social Connection and Expression: Used as a way to connect with others and showcase personal style.
Influence of Social Media: Trends are amplified and spread through online platforms.
Collectibility Aspect: Often involve series, rare items, and a desire to build collections.
Market and Cultural Signals Supporting the Trend (summary):
The viral popularity of Labubu toys, including their high resale value and celebrity endorsements.
The remarkable sales figures for Jellycat soft toys at major retailers.
The rising popularity of other Pop Mart blind box toys like Crybaby and Hirono.
Expert commentary in the article linking the trend to comfort, escapism, and nostalgia in uncertain times.
The emergence of businesses catering specifically to adult toy enthusiasts, like DRMLND.
How the Trend Is Changing Consumer Behavior (summary):
Increased Spending on Toys and Collectibles by Adults: A new market segment is emerging and driving significant sales.
Seeking Out Nostalgic Items: Consumers are actively looking for toys that remind them of their childhood.
Engaging in Collecting as a Hobby: Adults are embracing toy collecting as a legitimate pastime.
Participating in Online Toy Communities: Social media is fostering connections among adult toy enthusiasts.
Integrating Toys into Personal Style: Using toys as accessories and decorative items.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs: Opportunity to tap into the growing "kidult" market by creating sophisticated and appealing toys and collectibles. Marketing should emphasize comfort, nostalgia, and community.
For Retailers: Need to adapt their merchandising strategies to cater to adult toy collectors, potentially creating dedicated sections and experiences. Collaborations with popular toy brands and artists could be beneficial.
For Consumers: Access to a wider range of toys and collectibles marketed towards adults. Opportunity to find comfort, express themselves, and connect with others through these items.
Strategic Forecast: The Adult Playtime Phenomenon is expected to continue its upward trajectory in 2025 and beyond. As the lines between childhood and adulthood continue to blur and the desire for comfort and escapism persists, the market for adult-oriented toys and collectibles will likely expand further. Social media will remain a key driver, and brands that can authentically connect with the emotional needs of this demographic will thrive.
Final Thought: The increasing embrace of toys by adults in 2025 reflects a fundamental human need for joy, comfort, and connection, regardless of age. This trend highlights the power of play and nostalgia as enduring aspects of the human experience.
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