Collectible Toys, which might seem like something only exciting to children, are now captivating audiences of all ages. From the infamous Labubu to Sonny Angels, blind boxes and collectibles are as popular as ever. These nostalgic toys have evolved into a community and are blazing throughout social media platforms. But what is making these toys so appealing, and why is it happening now?
These toys have always been a part of our world, seen in storefronts and in bookstores. Global collectible sales surged by 35% in the first half of 2025, fueled by high-end and casual collectors alike. This could be a testament to the power of social media and content creators doing unboxing videos. Creators like Vanilla Mace have sensationalized these unboxings by bringing them to an entirely new audience of mature viewers. Additionally, famous artists like Rihanna, Megan Thee Stallion, Lana Del Rey, and Katseye have been seen with the biggest fad right now: Labubus. Celebrities like Dakota Johnson and Cardi B are even joining the trend by unboxing Labubus at red carpet events and in their homes. They are even being introduced in the fashion world and have been worn in designs by Marc Jacobs and Marko Monroe who made K-pop star Lisa a custom Labubu outfit for her tour. It seems that in every corner of the internet, you can find a Labubu, Sonny Angel, Smiski, or Sanrio toy. The trend has now reached all age groups, where grandparents are opening Labubus, and Millennials are covering their cars with Sonny Angels. This trend exists not just in our phones but all around us. The collectible market is projected to grow from $26.4 billion in 2024 to $48.9 billion by 2034, with a compound annual growth rate of 6.2%. It is undeniable that these collectible toys are bigger than ever.
However, creators have always been unboxing collectible toys, so why is this trending now like never before? I think it has to do with our society and social media’s ever-present craving for nostalgia and a longing for escape. Many of us have now grown up watching or consuming some version of a collectible toy. For Baby Boomers, it was a specific edition of Barbie dolls. For Gen X, it was Star Wars action figures and Hot Wheels, Millennials had Beanie Babies, Tamagotchis, and Pokémon cards, and Gen Z grew up watching Shopkins, Pokémon, Littlest Pet Shop, and unboxing videos. Every generation has felt the thrill of unboxing a new toy and the fear of a duplicate.
In an era of so much political pain, people are turning to nostalgia. We often begin to crave more and more of the past when there is nothing good to look forward to. These toys might even be a recession indicator, showing our continuous craving for the past. Even 73% of parents purchased toys for themselves to connect with their children, with 49% citing childhood nostalgia as a motivator. More than ever, people are craving the serotonin of opening a new toy, and with creators and celebrities validating their excitement, it was bound to spread across the internet. One would think, given some indulgent prices, the average consumer wouldn’t spend over $30 on a Labubu or Sonny Angel, but that isn’t the case. Research shows that nostalgia-driven products can command up to 20% higher prices. People seem to pay any price for these trendy toys made of plastic and polyester.
It is now clear that these toys are taking the world by storm, but is it worth it? Yes and no. The prices for these items, as they get more and more desirable, have increased. Arguably, buying a Labubu for more than $40 is unnecessary, and a Sonny Angel for more than $20 might be widely considered a waste of money. However, there is clearly a childlike joy in these toys, which in itself feels invaluable. Although it may not be the most responsible use of money, as these trending toys might fade like Beanie Babies and Pokémon cards, they also bring nostalgic joy in a tumultuous time across the world. Ultimately, I would advise people to buy a Labubu if they want to, but in moderation. You don’t want to repeat history and become a Beanie Baby collector who bought hundreds of stuffed animals only for their popularity and value to plummet.