Labubu, move out of the way – beauty giants are creating their own limited-edition branded soft toys and bag charms to drive a new level of consumer buzz, with everyone from Space NK, Tatcha and Rare Beauty getting in on the action.
These collectables – which range from mini toy replicas of a brand’s cult product and one-of-a-kind characters, to exclusive tie-ups with viral toymakers like Jellycat on bespoke handbag-sized creations – go beyond being just another piece of corporate merchandise.
These items have been carefully curated so consumers can own a piece of a brand’s identity and whimsy, helping to create a memorable experience, while also enabling businesses to tap into other types of fandoms beyond movies, gaming and sports.
Branded beauty toys are one of those short-term trends that hit the sweet spot between fun, playful and culturally relevant
And it is a timely move to get something out there when unconventional bag charms like retailer Pop Mart’s Labubus and British-made Jellycats have become fashion icons this year, with both earning 2.7 million posts and 96.5 million posts on TikTok, respectively.
“[These toys are] a fun chapter in how beauty brands are thinking beyond product,” says Stacey Levine, a Brand Marketing and Communications Consultant who specialises in beauty.
“For Gen Z and Gen Alpha especially, these toys are less about function and more about owning a piece of the brand’s personality.
“When done right, they become a tangible symbol of brand love – the kind of thing you display on your vanity or desk that sparks conversation and reminds you of the brand in a positive, playful way.
“The sweet spot is where the collaboration feels like an extension of the brand world – not random merchandise.”
Space NK has teamed up with viral toymaker Jellycat on an Amuseables Bag Charm
What is behind beauty’s obsession with branded toys/charms?
As cute as these items are, can branded beauty toys and bag charms survive beyond the initial hype to maintain their cult status symbol?
One of the most notable beauty branded toy launches of late has been Space NK’s limited-edition Amuseables Bag Charm in partnership with Jellycat.
The UK beauty retail chain teamed up with
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