Labubu and Jellycat: The Success of the Plush Charm
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A few months ago, we mentioned the strong comeback of bag charms. Adding a vintage touch to our outfits, they managed to regain their place among our essentials by touching the sensitive chord of nostalgia. And this was not just a fleeting trend… Because yes, the trend continues to assert itself more than ever. Now, it’s the plush charm that is at the center of all desires, with Jellycat and Labubu leading the way. Between cute fruits and vegetables or a slightly creepy monster-rabbit, let’s discover how they have positioned themselves as the new fashion accessories of the moment.
Plush Toys: The New Target of Nostalgic Marketing
It is no longer in doubt, Gen Z has made nostalgia its trademark. Between Y2K style, the return of Sony Cybershot, and now, wired headphones… This generation, while still seeking innovation in iOS and AI, seems strongly attached to another century. Thus, we have been observing for a few years a deployment of nostalgic marketing by brands to attract its favorite target.
However, in 2025, it’s no longer just the 2YK aesthetic that fascinates, but entirely childhood and stuffed animals. Yes, bag charms, mirrors, figurines, locks, and chains are being replaced by the plush charm.
Jellycat: When Adults Fall Back into Childhood
From fruits and vegetables to pastries, Jellycat plush toys have won our hearts with their all-cute and all-soft appeal. Specializing in stuffed toys, the brand has notably distinguished itself with its plush charm, ideal for adding a note of innocence (and style) to your handbag.
But beyond the adorable faces of its plush toys, Jellycat has managed to create an event thanks to a unique customer experience, interactive and making us fall back into childhood even more. Indeed, several stores (including one at Selfridges in London) transformed into fast-food outlets, where plush toy orders were processed like in a real Fish & Chips restaurant! And both kids and adults rushed to experience this moment. A cleverly designed recipe that once again shows the power of nostalgic marketing.
Labubu: The Plush Charm That’s a Bit Creepy and 100% Fashionable
While Jellycat plush toys envelop us in softness, Labubu brings a different vibe, let’s say… Both cute and a tad creepy with its devilish smile, the monster-rabbit from the children’s book The Monster has taken over the streets in recent months. Whether it’s in Rihanna’s handbag, Dua Lipa’s, or your friend’s, this plush charm is everywhere.
Created in 2015 by Hong Kong artist Kasing Lung, this fictional character has seen a growing popularity since its commercialization in Pop Mart and its adoption by numerous public figures. Its ugly yet cute + retro aspect makes it the perfect target for nostalgic marketing and explains its success, but not only that.
Indeed, the success of the Labubu plush charm is mainly explained by its sale through limited editions, which create a sense of fomo (fear of missing out). Sold in blind boxes / mystery boxes (also gaining popularity in connection with Kawaii culture), the plush toys become coveted objects for which purchase and resale prices skyrocket.
Having also partnered with Coca-Cola and One Piece, Labubu has generated unparalleled excitement, leading to scenes of conflict in queues to access stores.
The Labubu are now everywhere and are more than ever included in fashion. An auction is currently taking place on the platform and marketplace of Pharrell Williams, Joopiter. There, we find 14 limited edition plush models, sold in mystery boxes, through a collaboration between Labubu, Sacai, and Carhartt.
The success of the childhood revival offered by Jellycat and Labubu seems to inspire others. Indeed, Uniqlo has just announced an upcoming collection for September featuring Sylvanian Families.
Photo: Pinterest, Unsplash
