Design Perspective: Are Cute Trinkets a Trend or Trap?
Please note: this article was originally published in Spanish in Autumn 2025 for Petit Style Magazine.
If you’ve not witnessed the recent craze for charms, where have you been? Visit any children’s boutique or toy store today, and you’ll likely find a growing presence of miniature companions: keychains, blind-box toys, and more specifically, Labubus. The toy brand was first created in 2015 by Hong Kong-born artist, Kasing Lung. Since then, these pocket-sized collectables have become an essential accessory for young fashion fans. However, how long can we expect this trend to last?
Cuteness always sells. From teddy-bear motifs in the 1950s to the growing kawaii culture in the 21st century, retailers have long relied on “cute” as a marketing driver. Labubus and other collectable trinkets are simply the latest evolution of that trend. Their appeal is rooted in emotion: children love characters they can connect with, and parents are often happy to indulge when the price point is low. For designers and boutique owners, these small items can deliver high margins and strong repeat sales.
Illustration by Buttercrumble
Yet, there’s a catch. Trinkets risk nudging families into a cycle of impulse spending. They’re highly collectable, and Blind boxes (where buyers don’t know which character they’ll receive) can encourage over-purchasing in pursuit of a “complete set.” For parents, that can mean waste and frustration. For brands, there’s a reputational risk if customers feel misled or let down.
Some may argue that trinkets are just another fad — here today, gone tomorrow. However, some cute characters do stick around. For instance, Hello Kitty has recently celebrated her 50th birthday, and Snoopy his 75th! True, some brands do fade away, but the concept of collectability endures. Think Pokémon, Beanie Babies, or even trading cards. Each generation reinvents the collectable moment. For fashion retailers, it’s less about betting on a single brand and more about recognising the evergreen power of “something small, cute, and collectable.”
For children, attaching a charm to a backpack or wearing a keychain on a belt loop is a genuine act of self-expression. These items allow kids to test identity and taste without the high stakes of clothing choices.
For brands wanting to hop on the trend, the lesson is:
Cuteness performs well – it draws attention and drives sales.
Surprise works, but only when it’s positive – customers enjoy the thrill of the unknown, but they resent feeling “tricked.” Eliminating “bad surprises” (duplicates, filler items, poor quality) is key.
Position trinkets as part of fashion, not just toys. These are accessories that let children put a personal stamp on their style.
The rise of Labubus is more than a passing curiosity. It’s a reminder of the enduring pull of cuteness and collectability in children’s fashion. Done thoughtfully, trinkets can strengthen brand loyalty, spark repeat visits, and give children a joyful entry point into fashion. Done carelessly, they risk tipping into wasteful consumerism. The challenge for the industry is to strike a balance.
Would you like to infuse more sweetness into your brand? Please do get in touch, we’d love to support you.
