Big kids and cute cravings: The allure of Labubu & the kidult phenomenon

Imagine a world where the serious suits and sensible shoes of adulthood occasionally give way to the joyful clatter of building blocks and the comforting hug of a plushie. The recent frenzy around Labubu dolls captures this perfectly, as part of the growing ‘kidult’ trend—where adults find comfort in nostalgic joys. Spotted on luxury bags carried by Rihanna, BlackPink’s Lisa, and Dua Lipa, Labubu’s popularity shows how childhood delights are making a feel-good comeback in grown-up life.
What is the ‘kidult’ phenomena?
According to counselling psychologist, Sritama Ghosh, the ‘kidult phenomenon’ refers to the growing trend of adults engaging in activities, purchasing accessories, and embracing aesthetics traditionally associated with childhood. “Collecting things that bring back happy memories and offer comfort to individuals. They act as a mode of resilience during stressful times. It’s nostalgia, self-expression, and emotional escape,” she added. According to Vogue, amidst unsettling global events and feelings of powerlessness, these playful additions provide an escape.

Rare charms have a very high market value
Labubu and the maximalist era

‘A dash of childhood for adulting times’
Natalie Pote, a fitness enthusiast, has held onto her love for Barbie since childhood, sparked by her first doll—a white-dressed beauty with bangs and straight hair. “That’s when the obsession began,” she recalls. Now, she collects Barbies from every place she visits. “She feels like an extension of me—playing different roles, living many lives. I have seventeen of them.” Echoing this kidult spirit is banker Saurav Sinha, a toy car collector.“As a child, I always wanted a toy car every time I went out with my parents,” he says. “Most of my collection came after I started earning. It’s a reminder that even in the thick of adulting, there’s still room for childhood joy.”