Labubus are the hot new accessory for purses and bags, but they’re just one example of the larger bag charm trend captivating Gen Z consumers. (TikTok)
Key takeaways
- Pinterest searches for “bag charms” rose 174% this spring, spurred by the Labubu craze
- Tatcha ran out of its free with purchase Jiyū Chan bag charm online days ahead of its forecast
- Consumers are using charms to accessorize beyond bags, such as lip balm tubes and water bottles
Labubus, the monster-like dolls that toe the line between cute and creepy, have swiftly become one of this year’s most coveted collectibles.
The toys are dominating social media, with brands such as United Airlines, Olive Garden and e.l.f. Beauty tapping into the Labubu frenzy for social content, and celebrities from Kim Kardashian to K-pop idol Lisa sharing posts flaunting their Labubu collections. On TikTok alone, the hashtag #Labubu has been used on more than 2.2 million posts.
Although the viral dolls, produced by Chinese toy company Pop Mart, come in multiple sizes, their fanged smiles and tall, fluffy ears are most commonly found swinging from purses and other bags. The Labubu craze represents a turning point in the increasing popularity of bag charms—especially among Gen Z, those born between 1997 and 2012.
Bag charms have seen a steady rise in consumer demand since last fall, and the trend has “certainly reached a fever pitch” with the rise of Labubus, said Faith Xue, editor in chief of fashion and lifestyle media brand Coveteur. Pinterest saw a 174% uptick in searches for “bag charms” this spring (April through June, specifically) compared to the same period last year, according to data the platform provided to Ad Age.
Labubus aren’t the only charms bagging attention. One of Coveteur’s most-read stories last month rounded up over a dozen bag charms readers could purchase instead of a Labubu, she said. Many Gen Zers had already been decorating their bags with figures from other popular toy brands, including Sonny Angels, Calico Critters and Jellycats, for months before Labubus stole the spotlight—or even creating bag charms themselves.
Retailers such as Urban Outfitters and its pricier sibling brand Anthropologie have been embracing the bag charm trend for several months, with in-store displays offering a wide range of charm options. Urban Outfitters has aimed its charms more squarely at Gen Z through collaborations with some of the cohort’s favorite brands, such as Baggu and the rabbit character Miffy.
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