This year, it has been nearly impossible to avoid stumbling across a Labubu when scrolling through TikTok and Instagram. Labubus are small plush dolls that are sold in boxes that do not reveal their exact contents before the consumer buys and opens them.
Along with Sonny Angels or Smiskis, other examples of blind-box figurines, Labubus were popularized through social media. Video creators will often post their unboxings online, since the unboxing process is a vital part of the product experience. The anticipation of the product reveal is shared between the creator and the watcher.
However, as innocent as the rising trend of small, blind-box collectibles may seem, the trend leads people to overconsume. Although Labubus are only about six inches tall, one box from the most popular collection, “THE MONSTERS – Have a seat” is priced at $27.99 from the official POPMART website. Since every purchase is a mystery, it is a gamble each time, according to “Trending Labubu Dolls ‘Inherently Unsustainable,’” by Dr. Jing Wan from the University of Guelph.
The packaging usually will display the different variations of the product, allowing the consumer to pick a favorite, which further builds their excitement before unboxing. This also encourages people to buy multiple at a time to raise their chances of getting their desired type.
Often, blind-box companies will add a “rare” variation of a figurine, such as the “Secret Labubu” that adds extra exclusivity to the product. These “rare” variations will sell for sky-high prices on second-hand sites.
Additionally, blind-box companies encourage consumers to own all the variations to complete a set. Companies will often continue to release more collections, which builds a never-ending cycle of manufacturing and consumption.
Labubus and similar figurines are different from usual collectibles such as baseball cards or toy cars because they are tied to social media trends. Their popularity is gained rapidly, promoting unhealthy cycles of mass consumption before consumers move on to the next fad.
Blind boxes in general lead to a “disposable mindset”, according to Dr. Jing Wan from the University of Guelph. Their value is built off of excitement and novelty, which makes the products’ demand susceptible to fading with time.
Purchasing these collectibles creates a large amount of waste, as the boxes and plastic packages are immediately thrown away after purchase, and the collectibles themselves are made of materials that are resistant to biodegradation, according to “Sonny Angels and Smiskis: The Environmental Impact” by New University. Furthermore, most do not have real use—the products are for display.
The environmental concern is significant because people will buy trendy products like Labubus, Sonny Angels, and Smiskis en masse. Not only are they buying multiple of one collectible, they quickly move from trend to trend, creating even more waste.
Collectibles are not inherently harmful. Building collections can create community, especially when it requires collectors to actively search for new pieces, according to “A Deep Dive into Toy Collector Culture” by Audrey Fairbrother from eCommerce platform EQL. However, the momentary nature of the trendy blind boxes should encourage consumers to think critically before they buy.
