Ugly-Cute Plush Takes Over
The ugly-cute plush trend is taking the collector's world by storm, with Pop Mart's Labubu and Jazwares' Squishmallows at the forefront. These two brands represent opposite ends of the ugly-cute spectrum, with Labubu's quirky, emotive designs and Squishmallows' soft, pastel-colored characters.
The Rise of Ugly-Cute
TikTok unboxing videos for both brands regularly exceed 10 million views, indicating a significant shift in collector preferences. This trend towards emotionally complex characters is a departure from traditional cute aesthetics, which often feature simplistic, childlike designs. The ugly-cute aesthetic, on the other hand, offers a more nuanced and relatable experience for collectors.
Emotional Validation
The success of Labubu and Squishmallows can be attributed to their ability to tap into collectors' emotions. These characters are often designed to evoke feelings of empathy and understanding, rather than just cuteness. This emotional validation is a key driver of the ugly-cute trend, as collectors seek out characters that reflect their own complexities and imperfections.
Market Analysis
The ugly-cute trend is also driven by the growing kidult market, which is expected to continue expanding in 2026. As adults increasingly seek out nostalgic and comforting products, the ugly-cute aesthetic is well-positioned to capitalize on this trend. With prices ranging from $10 to $50, Labubu and Squishmallows are also accessible to a wide range of collectors, further fueling their popularity.
Broader Implications
The dominance of the ugly-cute aesthetic has significant implications for the plush industry as a whole. As collectors increasingly seek out unique and emotionally resonant characters, traditional plush brands like GUND and Ty may need to adapt their designs to remain competitive. The rise of blind box collectibles, which often feature ugly-cute characters, is also a key factor in this trend.
What to Watch Next
As the ugly-cute trend continues to evolve, we can expect to see new and innovative designs from Labubu and Squishmallows. Other brands, like Sanrio and San-X, may also enter the ugly-cute market, offering their own unique takes on this aesthetic. With the kidult market expected to continue growing, the ugly-cute trend is likely to remain a major force in collector culture throughout 2026. Keep an eye on Pop Mart's upcoming Labubu releases, including the highly anticipated 'Emotional Bag' series, and Jazwares' expansion of their Squishmallows line, which is expected to include new characters and collaborations.