Do You Labubu?
Labubu, hoarding, and the evolutionary drive behind collecting more than we need.
Posted August 9, 2025 | Reviewed by Margaret Foley
There’s just something about Labubu dolls. You see that cheeky grin, feel the soft fuzz in your hand, hear the crinkle of a blind box as you open it, and suddenly you’re hooked. Getting the toy isn't the payoff. It’s about the rush, the little spark of “what if?” that keeps you coming back. But once the excitement fades, you can’t help but wonder, why do we keep chasing more, even when we already have enough?
Evolutionary Roots of Collecting
Evolutionary psychology gives us a fascinating way to examine why we collect. The truth is, a lot of what we do, including the urge to gather and keep things, comes from instincts that once helped our ancestors survive and pass on their genes (Buss, 2019). Back then, collecting was about holding on to shells, tools, or prized bits of food that could mean the difference between thriving and going without. Over generations, these behaviors may have wired us to find joy in having more than we immediately require (Nordsletten & Mataix-Cols, 2012; Belk, 1995).
Labubu—quirky, wide-eyed dolls created by artist Kasing Lung and popularized by Pop Mart—represent a modern incarnation of this impulse. The blind-box model, where buyers do not know which figure they will get, mirrors ancestral uncertainty: investing effort toward an uncertain payoff with the possibility of a rare, high-status “secret” find. This taps into what behavioral science calls the psychology of random rewards, where unpredictability drives continued engagement.
From Nostalgia to Dopamine Loops
Nostalgia also fuels the Labubu craze. When life feels shaky, we tend to reach for things that make us feel anchored, often to earlier and simpler times (Sedikides et al., 2004). Labubu’s quirky, almost-creepy-cute charm hits that sweet spot for many adult collectors, offering a dash of childhood comfort or a playful jab at the clean, sterile look of modern minimalism.
Psychologists also compare blind-box collecting to the mechanisms of gambling. The uncertainty of the reward triggers dopamine pathways in the brain, making us “want” the experience even when we already “have” enough (Berridge & Robinson, 2016). This explains why collectors sometimes keep buying long after they’ve achieved their initial goal.
But where does harmless collecting end and pathological hoarding begin? The psychology of collecting reveals a continuum from hobby to disorder, depending on the functional impact. Collecting crosses into hoarding when possessions overwhelm spaces, cause distress, or impair daily life (American Psychiatric Association, 2013). Autograph collector Bryan Petrulis once described the experience as “like putting a coin in a slot machine. You keep doing it until you are tapped out or finally hit the jackpot” (McCallum, 2005). That metaphor captures the Labubu thrill and the risk of compulsion.
When Collecting Tips Into Excess
When collecting remains a source of joy, creativity , and social connection, it can be adaptive. Many Labubu collectors share elaborate dioramas, miniature furniture, and fan-made content. These are forms of self-expression that enrich rather than clutter. But when scarcity hype and soaring resale prices creep in, the whole vibe can change. Suddenly, it’s less about the joy of owning something you love and more about chasing status or flipping it for a profit.
This dynamic is not new. Past crazes like Beanie Babies or Cabbage Patch Kids exploded through similar mechanisms of scarcity, randomness, and emotional yearning before collapsing and leaving collectors with devalued stockpiles (Belk, 1995). The evolutionary impulse to seek and secure remains constant, but without moderation, it transforms from adaptive behavior to modern excess.
Conclusion: When the Hunt Outgrows the Happiness
In questioning whether hoarding is simply collecting gone mad, it becomes clear that human psychology hasn’t fundamentally changed. Social media , scarcity marketing , and resale culture supercharge ancient drives for value, novelty, and recognition. The challenge is to keep those drives in balance. Collect what brings genuine pleasure and connection. Take a breath before you drop “just one more quarter” into that dopamine slot. Ask yourself: Does that plush Labubu on your shelf truly spark joy and creativity? Is it quietly adding to your stress ? In the end, Labubu is more than a toy. It’s a cheeky little mirror, reflecting both our ancient instincts and our modern anxieties, and showing just how easily a fun hobby can slip from pure delight into full-blown obsession.
American Psychiatric Association. (2013). Diagnostic and statistical manual of mental disorders (5th ed.). American Psychiatric Publishing.
Belk, R. W. (1995). Collecting as luxury consumption: Effects on individuals and households. Journal of Economic Psychology, 16 (3), 477–490.
Berridge, K. C., & Robinson, T. E. (2016). Liking, wanting, and the incentive-sensitization theory of addiction. American Psychologist, 71 (8),
Buss, D. M. (2019). Evolutionary psychology: The new science of the mind (6th ed.). Routledge.
McCallum, J. (November 14, 2005). Will you please sign this? Sports Illustrated Vault.
Nordsletten, A. E., & Mataix-Cols, D. (2012). Hoarding versus collecting: Where does pathology diverge from play? Clinical Psychology Review, 32 (3), 165–176.
Sedikides, C., Wildschut, T., & Baden, D. (2004). Nostalgia: Conceptual issues and existential functions. In J. Greenberg, S. L. Koole, & T. Pyszczynski (Eds.), Handbook of Experimental Existential Psychology (pp. 200–214). Guilford Press.
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Sam Goldstein, Ph.D. , is an adjunct faculty member at the University of Utah School of Medicine and co-author of Tenacity in Children.
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This article is part of the Bringwise Psychology Journal — daily insights on human behavior, mental health, and personal growth.