Labubu, Polly Pocket, Bratz & Extra Toys Lead Trend’s Childhood Revival

Trend has become a playground, and the toy choices are countless.

Though childhood nostalgia has lengthy impressed the style world, from the 18th-century rococo ruffles to Moschino’s runways within the 2010s, 2025 has seen a notable surge in toys and kid-inspired items which are fascinating fashionistas and designers in all places. From Labubu and Crybaby to Polly Pocket and Scorching Wheels, the common language of playfulness is reworking toys into style statements, bag charms and must-have equipment.

The enchantment of the continuing pattern could also be defined by its potential to supply a way of soothing in a risky world, style psychologist Jennifer Heinen advised WWD.

“Objects which are small, collectible, and eccentric enable us to anchor ourselves in one thing controllable and emotionally non-threatening,” Heinen mentioned. “On a deeper degree, they mirror a need to reconnect with emotional textures that maturity usually suppresses — tenderness, surprise, curiosity. When society expects us to be consistently productive, hardened, or hyper-rational, these equipment change into tiny acts of resistance: they are saying, ‘I nonetheless have softness in me, and I’m not ashamed to put on it.’”

Like some other pattern round, the brand new childhood-inspired pattern has its pundits. A fast search on social media will lead you to movies in opposition to Labubu and toys alike.

“Society tends to pathologize or ridicule adults — particularly girls and femme-presenting people — who lean into softness or childlike aesthetics. There’s an ingrained bias that equates emotional expression with immaturity. However from a psychological standpoint, it’s extremely mature to entry your full emotional vary. So the issue isn’t the fashion itself — it’s how the tradition treats adults who step outdoors anticipated roles and visible codes,” Heinein mentioned. “What we’re seeing now’s much less about blurring childhood and maturity, and extra about increasing what maturity is allowed to seem like.”

Whether or not the “kidult” tradition will final in style or if that is simply one other short-term pattern, solely time and Gen Z will inform. In the meantime, manufacturers proceed to capitalize on it.

Right here, WWD takes a more in-depth have a look at a number of the toys and childhood-inspired collections dominating social media, runways, and up to date collections.

Polly Pocket x GCDS

GCDS cofounder and artistic director Giuliano Calza teamed up with Mattel Inc. to create a one-of-a-kind Polly Pocket play set, marking the primary time a clothier has been known as on to reimagine the doll’s miniature world. Launched on July 16, the limited-edition toy was made out there alongside a themed ready-to-wear capsule assortment that included T-shirts and spaghetti-strap clothes printed with photographs of the doll.

“Redesigning Polly Pocket marks a private milestone,” mentioned Calza. “Ever since I used to be a child, the second I considered one thing lovely, these pastel instances would seem in my thoughts like a reflex.”

The toy was priced at 55 euros; objects within the capsule assortment will value between 45 euros and 200 euros, whereas devices will mark the entry worth to the challenge, beginning at 9.99 euros.

Jason Wu x Atomic Lab

In June, designer Jason Wu launched Atomic Lab, a buying web site that includes unique dolls impressed by figures from style, leisure and fashionable artwork.

The primary launch showcased worldwide drag artist Nymphia Wind, who made historical past as the primary East Asian champion of “RuPaul’s Drag Race,” Season 16. Priced at $150, the doll was bought via atomiclabtoys.com. A complete of 1,500 dolls have been manufactured, and pre-orders are at present open with an anticipated supply date of Oct. 30.

It’s a challenge that’s greater than style. It’s greater than dolls,” Wu advised WWD. He mentioned dolls change into miniature mementos of the time they’re made. “So it’s at all times been essential, and it mirrored what individuals regarded like on the time,” he mentioned.

City Outfitters x Hi there Kitty and Monchhichi

City Outfitters launched a collaboration between Hi there Kitty and Monchhichi on July 24. The limited-edition plush charms characteristic the quintessential designs of each manufacturers.

“City Outfitters has lengthy been the vacation spot for collectible tradition providing unique, hype-worthy items our buyer can’t discover anyplace else,” Marybeth Cahill, chief merchandising officer at City Outfitters, shared in a press release to WWD. “The Hi there Kitty x Monchhichi assortment builds on that legacy with a mixture of accessible worth factors, surprising finds, and limited-edition drops.”

The plush Hi there Kitty and the cult-fave Monchhichi characteristic three distinct kinds — the Hi there Kitty x Monchhichi Overalls Plush ($50), Hi there Kitty x Monchhichi Costume Plush ($55) and the Hi there Kitty x Monchhichi Keychain ($35).

Jean Paul Gaultier x Bratz

In June, the Home of Gaultier launched a collector Bratz doll, which was crafted with the doll’s distinctive sense of favor and Jean Paul Gaultier’s signature design qualities.

“Bratz has at all times celebrated radical self-expression via style,” mentioned Jasmin Larian-Hekmat, Bratz inventive director. “Partnering with an icon like Jean Paul Gaultier, who has constantly challenged norms and redefined fashion for many years, is a testomony to Bratz’s enduring place within the style sphere. That is Bratz at its boldest and most unforgettable.”

The collectible doll was made out there on Jean Paul Gaultier’s and Bratz’s official web sites.

Labubu

Labubu first appeared in 2015 as a personality in “The Monsters” storybook by Kasing Lung. The mischievous elf with pointy ears and a toothy grin made its leap to collectible toy 4 years later, due to China’s Pop Mart.

The Labubu dolls reached a brand new peak in reputation in 2025, as search curiosity for the plush dolls surged exponentially on Google, and celebrities started to undertake the Labubu as an adjunct.

“Labubu has change into greater than only a collectible; it’s a daring assertion of particular person fashion,” Emily Brough, Pop Mart’s head of IP licensing, the Americas, advised WWD by way of e-mail. The worldwide collectibles firm has launched greater than 300 kinds of Labubu since 2019, together with an intensive checklist of collaborations and the Labubucharms, which at the moment are being clipped onto luxurious luggage and styled into customized couture, as seen throughout Paris Trend Week in March. Notable Labubu collaborations embody the Labubu x Kow Yokoyama Ma. Okay Collection, the Labubu Coca-Cola Collection, and partnerships with Uniqlo and the Chinese language label Pronounce.

David’s Bridal not too long ago launched a bridal assortment for Labubu toys.

Crybaby

Crybaby, one other viral hit from Pop Mart, was created by Thai artist Mod-Nisa Srikhumdee. The determine was impressed by Srikhumdee’s private story.

The Crybaby collection explores themes of emotional complexity, therapeutic and self-acceptance, providing followers a inventive outlet to embrace their emotions. It has change into extensively common throughout Asia and is accessible via Pop Mart shops and on-line.

Scorching Wheels x Alex and Ani

On July 14, Alex and Ani launched a brand new jewellery assortment with Scorching Wheels. The jewellery firm and Mattel model embrace nostalgia and sentimentality, with new charms, jewellery items and extra.

“As we have fun Mattel’s eightieth anniversary, we’re thrilled to companion once more with Alex and Ani,” mentioned Meredith Norrie, vp of worldwide licensing and client merchandise at Mattel. “Scorching Wheels has lengthy ignited a ardour for efficiency and private expression, and this collaboration brings that spirit to life in a daring, wearable manner.”

Alex and Ani’s assortment options bracelets, necklaces, rings and earrings that showcase distinctive particulars like transferring vehicles, hex nut and wrench toggle closures and hidden messages.

Sonny Angels

Sonny Angel is a collectible line of small cherubic boy collectible figurines created by Japanese toy producer Toru Soeya, who named them after his personal nickname, Sonny. The dolls have been first launched on Could 15, 2004, however turned a must have merchandise amongst fashionistas solely 20 years later.

Every Sonny Angel determine options the signature smile and tiny angel wings, usually sporting numerous imaginative headgear akin to animals or different whimsical designs. Greater than 1,300 figures have been launched throughout a number of collection and collaborations.