Adult toys

Get your mind out of the gutter. We’re talking about Labubus, obviously.

If you’ve managed to avoid this world-conquering craze, a Labubu is a small, bunny-like toy with a doll’s face. Yes, it is as creepy as it sounds.

But they’re also unbelievably popular among adults, have been worn by the likes of Rihanna and Dua Lipa, and go for eye-watering sums on resale sites.

A piece from Vogue Business dives into the trend, which also includes Jellycats (soft toys shaped like, among other things, swimming goggles) and Crybaby (toys that seek to answer the question ‘what if Chucky stubbed a toe?’).

We’re not here to judge, but honestly, it’s really weird.

It’s also unsurprising. The saying “we live in uncertain times” is both irrefutable and irrefutably dull. But it’s prescient here. 

When the tectonic plates of culture, geopolitics, and the human experience shift on a daily basis, reaching back to the innocent comfort of childhood is a natural reaction.

The challenge for brands is to reflect this desire without reverting to the tried, tested, and tedious. With the Cannes 2025 State of Creativity report showing only 13% of respondents view their brands as risk-friendly, it’s not looking good.

Engendering comfort while avoiding ‘comfort zone creativity’ is a fascinating dilemma, akin only to choosing between the Jellycats Boiled Egg Graduation Amuseable or the Crybaby Encounter Yourself iPhone Cable. Decisions, decisions.