Every so often, a new doll-adjacent figurine floods social media. These collectibles appear on the Instagram carousels of the hottest celebrities, star in YouTube unboxing videos and sell out on resale sites for far above retail value.
A few years ago, Calico Critters — mini woodland creatures dressed in retro-inspired outfits — grew in popularity. Then, it seems that everyone had a three-inch Sonny Angel doll, a figurine of a cherubic naked infant, perched on their phone case or peering over their computer.
Labubus are the newest viral phenomenon. Bags are frequently adorned by the furry monster dolls with wide, toothy grins that toe the line between cute and creepy.
What’s most surprising about the rise in popularity of these doll figures is the shift in consumers: The primary customers are adults. This uptick in adult toy sales can be attributed to psychological spillover effects of the pandemic, as well as economic anxiety.
Next time we reach to purchase the newest toy broadcasted on TikTok, we should consider the broader psychological and economic factors compelling us to spend money on the newest consumer trend.
In 2024, adults replaced toddlers as the leading age group in the toy market for the first time in history. Adults purchasing toys for themselves, rather than for a child, accounted for $7.6 billion of toy sales.
The rise in popularity of collectible dolls follows a trend. During times of stress, people gravitate towards objects of comfort, including toys and dolls. During times of economic uncertainty, people buy small and unnecessary feel-good indulgences.
A post COVID-19 society, marked by stress and economic uncertainty, created an environment conducive for collectible dolls to gain popularity.
The pandemic was a time of unprecedented social isolation, anxiety and depression. Returning to the simple joys of childhood was a way for adults to ease their anxiety about the state of the world.
People sought comfort and entertainment by picking up childhood pastimes such as arts and crafts, puzzles and toys.
In developmental psychology, stuffed animals, toys and dolls help soothe anxiety and aid children during transitional periods of their lives. Regardless of age, these items effectively ease stress.
During this time of mass mental health struggles, adult toy purchases grew significantly.
Overall toy sales increased by 17% in 2020, and another 14% in 2021. This rise in overall sales stems from adults, which grew from 8% of the toy industry in 2019 to 28% of toy sales worldwide in 2024.
Although the stress of the pandemic gave the adult toy sector a boost, other economic factors also contributed.
In times of economic uncertainty, people lift their mood by making indulgent purchases, known as the “Lipstick Effect.”
The Lipstick Effect refers to the increased sale of lipstick during the Great Depression despite economic decline. A $30 lipstick, or a $30 Labubu, is insignificant compared to a mortgage payment and acts as an emotional pick me up for consumers. So, while traditional economic milestones became less attainable, consumers comforted themselves with small superfluous luxuries.
The tendency to gravitate toward affordable indulgences during times of economic uncertainty explains the uptick in this kind of doll collection. The beginning of the pandemic brought levels of economic decline similar to those of the Great Depression, and optimism about the U.S. economy still has not returned to pre-pandemic levels.
Calico Critters gained popularity in 2021, which was predicted to be a year of economic uncertainty due to the lasting effects of the pandemic. The prediction came true: Spring of 2023 saw high inflation rates, bank collapses that triggered widespread fears of bank runs — then Sonny Angel dolls rose in popularity. In 2024, when the majority of Americans believed the U.S. was in a recession, “Labubu mania” took over.
While the pandemic drove people to pursue hobbies they left behind in childhood, and economic uncertainty encouraged people to splurge on small feel-good purchases, there is a long history of adult toys.
Before Labubus, there were Funko Pops. Before Calico Critters, there were Beanie Babies. Before Sonny Angels, there were Cabbage Patch Kids.
Watch out toddlers — adults might be coming after the Fisher-Price play kitchen next.
Isabel Seniawski is an Opinion Analyst studying political science and psychology. She is a sophomore from the Bay Area. She focuses on campus culture, relationships and mental wellness.
