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Tatler Asia
27-05-2025
- Entertainment
- Tatler Asia
The Labubu craze: How fluffy monsters are redefining adult play and sparking the ‘kidult' movement
The science behind the smile Above Rosé of Blackpink posing with her Labubu doll on her Instagram story (Photo: Instagram / @roses_are_rosie) What makes grown-ups fall for a creature that looks like it crawled out of a fantastical forest? The answer lies in powerful psychological forces. Firstly, there's the comfort of nostalgia. Labubu doesn't trigger memories of specific childhood toys, but rather the feeling of childhood wonder itself. In our uncertain world, nostalgia serves as a psychological safe haven. That brief moment holding a Labubu can transport you back to times when our responsibilities were lighter. For many, play is also therapeutic. Research shows that adult play can relieve stress, improve brain function and stimulate creativity. Whether hunting for rare Labubu designs, arranging displays or fidgeting with a keychain during stressful meetings, you're engaging in mindful distraction that can promote relaxation. Moreover, in our screen-saturated world, Labubu's physical presence offers something digital interactions cannot—the grounding experience of touch. These tactile objects provide calming counterbalance to intangible online pressures. The beautiful paradox of 'ugly-cute' toys Above Zufi Alexander paired her Miu Miu look with Labubu bag charms at the 78th Cannes Film Festival (Photo:) Labubu's most fascinating appeal lies in aesthetic contradiction. These creatures fall into the 'ugly-cute' category, with oversized ears, mischievous grins and off-kilter features. Their imperfections make them even more approachable and endearing. This aesthetic triggers 'cute aggression'—that paradoxical urge to squeeze something overwhelmingly adorable. Far from destructive, this response taps into nurturing instincts and provides surprisingly satisfying emotional release. 'My desk job is high-pressure', shares Wendy Li, a manager in a private equity firm based in Hong Kong. 'Glancing at my Labubu keychain brings a little smile to my face. They're like little beacons of joy.' A cultural phenomenon Above Lisa Blackpink and a Labubu Exciting Macaron surprise box (Photo: Instagram/lalalalisa_m) Even celebrities are embracing this 'kidult' movement. Blackpink's Lisa has been spotted carrying Labubu accessories, positioning these creatures as legitimate lifestyle items rather than guilty pleasures. Beyond Labubu collectibles, events like Comic Con are packed with adult consumers drawn to collectibles for lifestyle and pure joy. Fan conventions across the UK, Europe and North America break attendance records, with entire zones dedicated to adult-targeted merchandise. And this isn't just a pursuit to collect toys, it's an active creative engagement serving as a powerful antidote to rigid adult routines. According to market research agency Kadence International's report How Kidults Are Driving Toy Sales , these adults see nostalgia as a lifestyle choice, using items like Labubu to 'disconnect from daily pressures, embrace childhood joy, and express individuality'. The bigger picture The Labubu phenomenon represents societal acknowledgment that play, joy and tangible comfort aren't luxuries to abandon in adulthood—they're necessities for navigating a complex world. In a culture equating maturity with seriousness, these quirky creatures offer permission to embrace a different kind of grown-up life. At the end of the day, this is a wellness revolution of sorts—and it's fluffy, toothy and surprisingly wise.
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Business Standard
21-04-2025
- Business
- Business Standard
IPL 2025 brand recall insights: Gender & age shape advertising impact
The study reveals that women viewers are more likely to recall brands in everyday consumption and mobility categories: As the Indian Premier League (IPL) 2025 enters its third week, the ongoing eDART-IPL25 study by CrispInsight and Kadence International has unveiled compelling insights into brand recall patterns among viewers. The study, based on feedback from over 20,000 viewers across 60+ cities, highlights significant demographic divides in how different groups remember brands advertised during the matches. The study reveals that women viewers are more likely to recall brands in everyday consumption and mobility categories: Two-Wheelers: 6% recall rate Personal Care: 3% recall rate These figures suggest that women are more attuned to brands that align with daily life and personal well-being. Men's Brand Recall: Traditional Categories Dominate In contrast, male viewers show stronger recall in categories traditionally associated with sports advertising: Automobiles: 21% recall rate Fantasy Sports: 48% recall rate Tyres: 16% recall rate Financial Services: 6% recall rate This indicates that men are more responsive to brands that resonate with their interests and lifestyle choices. The study also highlights how brand recall varies across age groups: Younger Audiences (15–19 years): Fantasy Sports Ads: 39% recall Beverage Brands: 2 3% recall Older Audiences (45+ years): Banking Services: 29% recall Liquor Brands: 21% recall These patterns reflect the differing lifestyle priorities and interests between younger and older viewers. The Power of Relevant Advertising The study underscores that effective advertising is not solely about visibility but about relevance. Brands that align their messaging with the values, preferences, and lifestyles of their target audiences are more likely to achieve higher recall rates. A spokesperson from CrispInsight noted, "When brands engage with women or youth-focused categories, even in traditionally underrepresented sectors, they have the potential to create a lasting connection." The eDART-IPL25 study provides valuable insights for marketers looking to enhance their brand recall during IPL broadcasts. By understanding the demographic nuances in brand recall, advertisers can craft more targeted and effective campaigns that resonate with specific audience segments.
