Trend of the week: The Era of Cute

While cute seems like a relatively limp and unexciting word, it’s actually proving to be extremely powerful as a marketing tool. Its charm lies in the way it evokes nostalgia, encourages a sense of belonging and individuality, and sparks viral trends on social media. By appealing to fundamental psychological and social instincts, cuteness has proven to be a powerful driver of consumer engagement and brand loyalty.

Cute is shareable

The inherently shareable nature of cute content makes it a potent driver of social media virality. Cute content is more likely to be liked, shared, and commented on, increasing its reach and impact.

Sonny Angels 

Sonny Angels have become a viral collectible thanks to their cute design, the thrill of blind box collecting, celebrity endorsements, and immense TikTok exposure. The result is a global craze resulting in long lines, high resale prices, and even black market activity, making Sonny Angels a prime example of how cute toys can become the new thing overnight.

5 Reasons Why Cute Sells 

1. It Engages the "Kidult" Market: This is the leading reason that cute trinkets are so popular and sought after. While most products cater to an age group, whether specified or not, cute toys and trinkets have taken consumers of all ages by storm. We’re seeing a playful nostalgia wave, particularly among adults, but also among many other age groups.

2. It Drives Social Media Virality: The trend is heavily fueled by platforms like TikTok and Instagram, where collections are showcased and unboxings are worth watching the whole video. Social media not only amplifies the trend but also creates a sense of community and belonging amongst collectors.

3. It Taps Into Adult Nostalgia and Emotional Comfort: The surge in popularity of toys like Labubus and Sonny Angels among adults is rooted in a desire for comfort, escapism, and nostalgia. These products evoke childhood memories and offer emotional relief, making them especially appealing to adult consumers.

4. It Creates Scarcity and Collectibility : Many of these toys, like Sonny Angels and Labubus, are sold in limited releases or blind boxes, making each purchase feel like a mini lottery. The feeling of hunting down new toys and building your collection increases their desirability.

5. Breaks Through Market Saturation with Personality: The aesthetic of these toys stands out against the backdrop of minimalist luxury goods, bringing a sense of personality and fun into fashion and lifestyle branding. 

What are Labubu Dolls?

• Labubu dolls are monster-like collectibles created by artist Kasing Lung and sold by Chinese retailer Pop Mart.

• Each doll is sold in a “blind box,” so buyers don’t know which design they’ll get. This surprise element, plus the chance to find rare “secret” Labubus (1-in-72 odds), makes collecting exciting.

• Celebrity Influence: Stars like Rihanna (see image), Dua Lipa, and BLACKPINK have been seen with Labubu dolls, boosting their trendiness and desirability.

• Scarcity and Resale: High demand and limited supply mean many dolls sell out instantly. Some rare editions are resold for thousands of dollars, up to $7,000 for special collaborations.

Rihanna x Lychee Berry 

What’s the Hype All About?

• Long Lines & Chaos: Stores see long lines and even fights over new releases. Some collectors describe the hype over the sought-after dolls as “the Labubu Hunger Games”.

• Resale Frenzy: Resellers snap up dolls to sell online at huge markups. Limited editions and collaborations can increase prices even more.

• Global Craze: The phenomenon is global, with stores in the US, UK, and China frequently selling out.