Experts Alert: The Emotional Toll Of Chasing Labubu’s Limited Editions

Anyone who owns a Labubu has been warned by psychologists.

It’s likely that you’ve seen a Labubu hanging from someone’s backpack or pocketbook if you’ve lately gone for a walk in any shopping area.

These toys have become emblematic representations of the burgeoning “trinket culture” that has captivated Gen Z’s attention. They coexist peacefully with Squishmallows, Jellycats, and Sonny Angels.

This is not just a bedroom or novelty store trend.

Its reach may even be seen at McDonald’s, where Happy Meals now include collectible Squishmallows.

In the meantime, live sales of Labubu and related products are growing rapidly on platforms like Whatnot.

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 spoke with brand experts and psychologists to learn more about the consumer-driven and psychological factors causing this trend.

Their findings go far beyond social media hype or customer choice.

According to Tracy King, a chartered clinical psychologist, the increase in interest is a clear indication of the emotional terrain of Generation Z.

“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.

According to King, conventional life milestones like home ownership and career advancement have grown more 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.

These uncertainties have been exacerbated by the climate catastrophe, economic volatility, and growing up during the epidemic.

“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.”

This opinion is supported by psychologist Dr. Daniel Glazer, who characterises the acquisition of such products as a means for Generation Z to regain control in a society where conventional milestones appear to be perpetually delayed.

“They redirect modest discretionary cash toward ‘micro-luxuries’ that deliver immediate control and joy,” he said.

Dr. King disputes the idea that adults are immature enough to buy toys that are typically intended for children.

“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.”

The popularity of these collectibles is not going to decline because well-known artists like Lisa from Blackpink and Dua Lipa have included Labubus into their own styles.

Fisher added: “Fans aren’t just collecting, but rather curating, trading, and sharing them live, turning each stream into a social event.”

Put another way, Gen Z is using trinket culture as a meaningful method to cope with a world that frequently feels overwhelming, and it’s not just about attractive things.