By Ute Stauss, Germany Managing Director for Licensing International

In recent weeks, anyone passing through Berlin’s Alexanderplatz might have witnessed an unusual sight: long lines of adults patiently waiting to get into a toy store. The reason? The opening of the first German location of cult brand Pop Mart. And at the heart of the hype is a small, shaggy character with big eyes—Labubu.

What may look like a cute figure from the kids’ section is, in fact, a prime example of one of today’s most exciting consumer trends—the Kidult. More and more adults are seeking emotional anchors in a complex, uncertain world. Products that evoke the comfort, innocence, and joy of childhood have become highly sought-after sources of comfort as well as true lifestyle objects.

From Designer Toy to Lifestyle Symbol

Pop Mart is no longer a niche insider’s secret. With over 200 stores worldwide, around 1,000 vending machines in shopping malls, and a massive presence on social media platforms including TikTok, the brand is one of the fastest-growing players in the global toy and collectibles scene.

The phenomenon began in Asia, but it went global when Lisa from the K-pop group Blackpink revealed her Labubu obsession in an interview with Vanity Fair. Celebrities such as Kim Kardashian, Rihanna, Dua Lipa, and David Beckham have also been spotted with the Pop Mart figures.

The secret to this success? Pop Mart doesn’t just sell toys—it sells emotions, stories, and exclusive experiences. The figures are part of a storyworld that makes collectors feel they own something special and personal.

Why Labubu Speaks Perfectly to Kidults

Labubu represents a successful fusion of nostalgia and coolness. They bring back the joy and carefree spirit of childhood but wrapped in an aesthetic, trend-conscious design that adults are proud to display on their desks, in their homes, or even wear as a fashion accessory. This mix is exactly what Kidults are looking for: products that speak to their childhood memories while aligning with their current lifestyle.

How to Apply the Concept

The success of Labubu is more than a pop culture moment; it’s a blueprint for other brands that are already anchored in the hearts of adults. IPs and brand worlds with a strong childhood connection—from animated characters and cult games to iconic consumer products—can tap into this emotional capital in new ways.

The possibilities go far beyond traditional products:

• Fashion and streetwear with subtle nostalgic references
• Lifestyle accessories that spark collector pride
• Home and interior items that bring childhood favorites into today’s living spaces
• Limited collector editions that foster exclusivity and desire

The key is not just to sell a product, but to create an experience and a community. Social media is not merely a sales channel here; it’s the stage for storytelling that emotionally charges the product.

The Kidult trend is not a passing fad; it’s a reflection of a deep human need. Adults are seeking products that deliver joy, comfort, and positive memories, all in a form that fits seamlessly into their lifestyle. Labubu demonstrates brilliantly how a brand can strike that emotional chord. For companies, the lesson is clear—those who succeed in translating the emotions of childhood into a cool, adult-ready format can unlock not just a high-spending audience, but one that is deeply loyal.