Why Labubu is not just a toy – but a mirror for emotions, identity and community
IVAR OLAI NORDVIK
Labubu – the psychology behind emotions, identity and belonging
A small figure with big emotional meaning. Labubu has taken the internet and collectors by storm. But behind the cute exterior lie deep psychological mechanisms. Research shows that figures like Labubu don't just create joy – they help us express identity, regulate emotions and build community.
1. Labubu as a mirror of emotions and a symbol of security
Psychoanalyst Donald Winnicott introduced the concept of transitional object – a physical object that helps children (and adults) deal with transitions and emotions (Winnicott, 1953).
For many, Labubu serves as an emotional anchor. A recent study confirms that adults use collectibles for emotional regulation ( Brown & Caldwell, 2024 ).
2. Labubu as social identity and belonging
Owning a Labubu is also social signaling. In social psychology, this is called signaling theory – how we express who we are through symbols (Spence, 1973).
Professor Per-Einar Binder (UiB) writes that we express identity through what we show others and share in common.
3. Blind boxes, dopamine and excitement
Many Labubu series are sold as blind boxes. This activates the brain's dopamine system through variable reinforcement – the same mechanism used in games and social media (Skinner, 1957).
Researchers at the University of Bergen show why such mechanisms create both joy and anticipation.
4. Adults and play – emotional health in practice
A research article in Behavioral Sciences (2022) shows that adults use collectible figures for emotional regulation, creativity, and identity exploration.
5. Mastery and community
Collecting provides a sense of mastery, achievement, and social belonging. Research shows higher well-being among adults who have collecting hobbies ( Bielby & Harrington, 2016 ).
Termination
Labubu is more than a figure. It represents emotions, security, identity and community – and reminds us that play never ends, no matter the age.