Psychotherapist explains why people are obsessed with Labubu toys right now | The IndependentNotifications can be managed in browser preferences.Jump to contentIndependentIndependent Bulletin homepageSocial PartnerWe are 8 logo (opens in a new tab)AllNewsSportCultureLifestyleAmber RaikenMonday 23 June 2025 18:02 BSTA Labubu keychain (AFP via Getty Images)Labubu toys, characterized as "ugly-cute" monster dolls, have become highly desirable keychains, particularly among women.Psychotherapists explain that the toys' immense popularity is driven by their scarcity and trending status, a deliberate marketing strategy that leverages behavioral psychology.The challenge of acquiring these hard-to-find toys, released in limited quantities, makes the "hunt" as significant as the ownership itself.Labubus are sold at retailers like Pop Mart, often resulting in long queues, and are also available on reseller markets at elevated prices.Owning a Labubu signifies belonging to an "in-group" and provides a sense of joy, playfulness, and social connection, despite their lack of practical utility.In fullI’m a psychotherapist. Here’s why people are so obsessed with LabubusThank you for registeringPlease refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in