Why are all of 2025's viral toys ugly? The psychological reason behind our Labubu obsession

The Labubu-fication of the toy market has been on the rise for several years now, but only in the last couple have western retailers really started to lean in.

“We started to really see it take shape around two to three years ago, when collectible culture began crossing over with design art," said Victoria Kay, Head of Buying and Merchandising at Hamleys.

"What began as niche collector culture in Asia has now become mainstream here in the UK. At Hamleys, we noticed a distinct rise in customers seeking toys that were less polished, more expressive, and even a bit mischievous. That was the moment we realised that ‘ugly’ had become the new cute.”

First created in 2015, Labubu's sprung from the mind of Hong Kong-born artist Kasing Lung for his children's book series, The Monsters. They were designed to be mischievous, elf-like creatures based on the Nordic folklore Lung absorbed during his childhood in the Netherlands. The monstrous mystics were then bought by Chinese retailer Pop Mart in 2019 and thus, the Labubu collectible was born.

Pop Mart is now on track to become a billion dollar industry by the end of 2025, with over 300 types of Labubu out there, but the real impact can be seen in the way the ugly toy trend has spilled out into global stores – turning them, as Kay puts it, into "lifestyle icons."

This year we've seen dozens of grimacing, freaky faced toys popping up on the market (no pun intended). Take the Fuggler, a plush range made by Zuru, which all bear a distinct set of squinting eyes and large human-like teeth – not to mention a 'butt-on hole' hidden you know where.

Fuggler's Festive Fugg range, which include a grinning Gingerbread Man, a reindeer and a frankly nightmarish-looking snowman, were named as a top toy in The Entertainer's Christmas list, and won Gold for Best Soft Toy in the MadeForMums Toy Awards.

In the feedback for the awards, one of our own parent testers, Lucy, reported: "My son really enjoyed this Fuggler and took it to bed each night to snuggle. He thought the button on the bum was absolutely hilarious and was fascinated by the teeth and eyes."

Then there's the Hug-A-Lumps. This super soft weighted toy brand is known for its exceptionally cute plushies, and yet this year's award-winning designs included a Sea Bear and Bob the Blobfish which out child testers loved:

"My daughter has absolutely loved her “Bob the Blobfish” She’s been very anxious lately due to problems at school and she’s found Bob very comforting. She’s been holding onto him as much as possible and has wanted him to come with her whenever she leaves the house."

So, what's behind this? Why are kids suddenly swapping pretty eyes and rosy cheeks for squidgy sea creatures and human teeth?

According to Kay: "Kids have always loved characters with personality, and adults have a nostalgic connection to quirkiness. What’s changed is that design has caught up with that appetite for imperfection.

"These toys are intentionally imperfect — asymmetrical, odd, funny — and that makes them feel authentic. There’s a joy in something that doesn’t take itself too seriously. I think people find comfort and humour in that.”

The expert added that this need for the imperfect and the uncanny is actually healthy for kids, saying: "We’re living in a world that’s visually saturated — everything is filtered, airbrushed, optimised. The ‘ugly-cute’ trend is almost a rebellion against that.

"These toys celebrate being weird, different, and expressive. They’re not trying to be perfect; they’re trying to be memorable. That feels very in tune with how younger generations view identity and self-expression.”

Of course, it's not just children driving the Labubu's billionaire lifestyle. Data from Circana found that the kidult (12+ years) market has expanded by +5% in the last 12 months, accounting for £1 in every £3 spent on toys. In fact data to July 2025 shows that almost half of 18+ adults (43%) have bought a toy for themselves or another adult this year.

“It’s fascinating because it genuinely spans all ages," continued Kay: "Younger children see funny faces and bright colours — they’re drawn to the playfulness. Teenagers and young adults see irony and individuality. And collectors appreciate the artistry and limited-edition craftsmanship.

"At Hamleys, we see families buying them together — the child chooses one for the silliness, and the parent buys another for their desk.”

This obsession certainly tracks as so many of us across the generations are searching for authenticity online.

Social media is no longer a place for the squeaky clean as millions of us are looking to 'de-influence' our lives and move away from the idea of the perfect life and perfect look. The toys we buy are simply a reflection of that.

"People are drawn to honesty, humour, and realness. These toys show that you don’t have to be picture-perfect to be lovable. They remind us that personality matters more than polish," said Kay.

"Children today are growing up in a world where individuality is celebrated — where difference is not something to hide but to showcase. Toys like Labubu champion that message: that weird can be wonderful. It’s a really positive shift, especially for kids learning to express themselves.”

So, next time you find yourself cringing away from a set of devilish eyes sitting on the shop shelf, consider how helpful it is for your child to see that bit of imperfection.

So many of us grew up with demure princesses and dough-eyed teddies cluttering up our toy boxes, peddling beauty and cuteness above all else. Who's to say this hasn't played a huge part in how we perceive ourselves in real life and online?

With social media and the pressures of the real world being the way they are, perhaps we could all do with a Labubu in our pocket.

Make sure you also check out our full list of must have Christmas toys.