Why Are Adults Obsessed With Labubu? This Is The Scientific Explanation

Labubu (Photo: Instagram/@popmart_online_stores)

JAKARTA - The year 2025 shows that toys are not just for children. Many adults are now showing off their collection of dolls and plush toys (plushie). Experts say this trend shows a desire to relive childhood nostalgia.

The popularity of plushies was sparked by the Labubu dolls from Pop Mart (China) and the 'Jellies' plush toys from Jellycat (UK). These colorful dolls with big eyes are often seen arranged on walls or shelves in Gen Z TikTok videos. These videos are diverse, ranging from building a 'Labubu wall', tips on finding authentic Labubu, to a special shelf containing Jellies.

"This is the biggest year we've ever seen in terms of adults buying toys," Melissa Symonds, executive director of the Circana Toys Division, told CNBC Make It.

"Adults of all ages buy toys, but this huge growth is mainly led by Gen Z and millennials," he added.

The Circana report showed 43% of adults in the UK bought toys for themselves or another adult, rising to 76% for Gen Z and millennials aged 18-34.

Plushie occupies the fourth most popular position for adults, after games and puzzles, building sets such as LEGO, and action figures. In the US, sales of licensed toys for adults rose 18% in the first half of the year.

This phenomenon is related to the "Peter Pan effect", which is a psychological condition in which adults are reluctant to grow up and take responsibility.

"The funny thing is, when we were kids, we couldn't wait to grow up. But when we grow up, we realize that childhood is the best time in life," said Symonds.

The toy business is now taking advantage of the "joy economy", where consumers are looking for comfort and nostalgia, especially when faced with economic or political pressures. "The economy, the war, everything feels serious and stressful, while toys can bring a little happiness back into life," he said.

Pop Mart recorded a nearly 400% jump in net profit in the first half of this year, with revenue up 204.4% to 13.88 billion yuan or Rp33 trillion. Jellycat recorded a 66% increase in revenue to 333 million pounds sterling or Rp7.5 trillion in 2024.

"Meeting so many adults who are discovering Jellycat for the first time at our experience launches in Beijing, Seoul, and Los Angeles has been a lot of fun," said Arnaud Meysselle, CEO of Jellycat.

Plush toy fans range from office workers to military members. Many say these toys help mental health amid the pressures of adult life.

Symonds added that many Gen Z are facing economic and geopolitical difficulties. From the Russian invasion of Ukraine to the Israel-Hamas war, coupled with high inflation, making buying a home or starting a family feel far away.

Many Gen Z are doing 'doom spending', buying small luxuries such as expensive toys because big milestones feel impossible. Delaying having children also gives them more money for things that give personal happiness, including plushies.

In addition to the economy, Gen Z also faces loneliness. Buying and collecting toys can make them feel part of a community. The Hinge survey found that 85% of British Gen Z feel lonely, most of whom are low-income and experience severe loneliness.

Jellycat has been building a community of fans through Instagram and TikTok since 2022, each with more than two million followers. They also present pop-up experiences in London, Paris, and New York. About 80% of visitors to the Jellycat Space Experience in Seoul are adults in their 20s and 30s.

"Jellycat is a fast-selling toy brand. In the last two years, there has been a huge surge in Gen Z and millennial buyers who want to feel part of a community and collect toys," said Joe Evans, toy buyer at Selfridges.

"When you buy Jellycat, you feel like you're part of a community. There are lots of online groups where people share with each other, and people compete to get the latest and greatest products." he added.