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Fashion has turned into a playground and the toy options are endless.
Although nostalgia has long inspired the fashion world in childhood, in 2025 from the Rocco-ruffles to Moschino’s landingways in the 2010s has a remarkable increase in toys and children inspired by children, which are fascinating fashionistas and designers everywhere. From Labubu and Crybaby via Polly Pocket and Hot Wheels, the universal language of playfulness transforms toys into fashion statements, pocket magic and must-have accessories.
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The attraction of the continuing trend can be explained by the potential to offer a feeling of calming in a volatile world, fashion psychologist Jennifer Heinen told WWD.
“Objects that are small, collectable and bizarre enable us to anchor ourselves in somewhat controllable and emotionally not threatening,” said Heinen. “At the lower level, reflect the desire to reconnect with emotional textures that often suppresses adulthood-tenderness, miracles, curiosity. If society is constantly productive, hardened or hyperrational, these accessories become tiny files of resistance:” I still have softness in me, and I do not ashamed to wear it. “” “
As with any other trend, the new trend from childhood has its experts. A quick search on social media leads you to videos against laboratory and toys.
“The society tends to pathologize or mock-in-minds in particular-women and femme-presenting people who are supported in softness or childlike aesthetics. There is a deeply rooted tendency that equal to emotional expression. From a psychological point of view, however, it is incredibly mature to access their full emotional reach. Culture replaced.
Whether the “children’s culture” will take a fashion or whether this is only another temporary trend, only the time and gen Z. In the meantime, brands continue to use it.
Here WWD has a closer look at some of the toys and collections inspired in childhood dominate social media, runways and recent collections.
Polly Pocket X GCDS
GCDS co-founder and creative director Giuliano Calza has teamed up with Mattel Inc. to create a unique Polly Pocket Play set, which was marked for the first time a fashion designer to reinterpret the miniature world of the doll. In addition to a thematic collection with a thematic capsule, the toy published on July 16 was made available, which contained T-shirts and spaghetti strap dresses that were printed with pictures of the doll.
“The redesign of Polly Pocket marks a personal milestone,” said Calza. “Since I was a child when I thought of something beautiful, these pastel cases appear in my head like a reflex.”
The toy had 55 euros; Articles in the capsule collection cost between 45 euros and 200 euros, while devices mark the entry price for the project from 9.99 euros.
Jason Wu X Atomic Lab
In June, designer Jason Wu Atomic Lab, a shopping website with exclusive dolls, started inspired by fashion, entertainment and modern art figures.
The first publication showed the international drag artist Nymphia Wind, who wrote history as the first East Asian champion of “Rupaul’s Drag Race”, season 16, in season 16. The doll was sold by Atomiclabtoys.com. A total of 1,500 dolls were made, and the pre -orders are currently open with an expected delivery date of October 30th.
It is a project that is more than fashion. It is more than dolls, ”Wu told the WWD. He said dolls become miniature and time when they were made.
Urban Outfitters x Hello Kitty and Monchhichi
Urban Outfitters released a collaboration between Hello Kitty and Monchhichi on July 24th. The plush spells in Limited Edition have the overall designs of both brands.
“Urban Outfitters had long been the goal of collector’s culture that offers exclusive, hype-worthy pieces that our customer cannot find anywhere else,” said Marybeth Cahill, Chief Merchandising Officer at Urban Outfitters, in a statement to the WWD. “The Hello Kitty X Monchhichi collection builds on this legacy with a mixture of accessible price points, unexpected finds and a limited acceptance.”
The plush Hello Kitty and the cult fave Monchhichi contain three different styles-das Hello Kitty X Monchhichi Overalls Plüsch ($ 50), Hello Kitty X Monchhichi costume Plüsch (55 US dollar) and the Hello Kitty X Monchhichi Keychain (35 US dollar).
Jean Paul Gaultier X Bratz
In June, the House of Gaultier presented a collector’s bratz doll that was made with the unique sense for style and Jean Paul Gaultier’s characteristic design qualities of the doll.
“Bratz has always celebrated radical self-expression through fashion,” said Jasmin Larian-Hekmat, Bratz Creative Director. “The partnership with an icon like Jean Paul Gaultier, who has redefined the standards and the newly defined style for decades, is proof of Bratz ‘permanent place in the fashion sector. This is Bratz on its brave and most unforgettable.”
The collector doll was provided on the official websites of Jean Paul Gaultier and Bratz.
Lab
Labubu first appeared in 2015 as a character in “The Monsters” storybook with Kasing Lung. Thanks to China’s Pop Mart, the mischievous team with pointed ears and a dental grin made his leap to a collector’s toy four years later.
The Labubu dolls reached a new highlight of the popularity in 2025 because the search interest according to the plush dolls on Google climbed exponentially, and the celebrities began to take over the laboratory as an accessories.
“Labubu has become more than just a collector’s item. It is a courageous statement about the individual style,” said Emily Brough, head of the IP license of POP Mart, America, the WWD via e -Mail. The Global Collectibles Company has launched more than 300 labubu styles since 2019, including an extensive list of collaborations and the labeling arms, which are now cut off in luxury bags and designed for customer -specific couture, as can be seen during Paris Fashion Week in March. Remarkable Labubu Cooperations include the Labubu X Kow Yokoyama Ma. K-series that pronounces the Labubu Coca-Cola series and partnerships with Uniqlo and the Chinese label.
David’s Bridal recently released a bridal collection for Labububu toys.
crybaby
Crybaby, another viral hit by Pop Mart, was created by the Thai artist Mod-Nisa Srikhumdee. The figure was inspired by Srikhumde’s personal history.
The crybaby series examines topics of emotional complexity, healing and self-acceptance and offers fans a creative outlet to use their feelings. It has become widespread in Asia and is available via Pop -Mart stores and online.
Hot bikes X Alex and Ani
On July 14th, Alex and Ani released a new jewelry collection with hot wheels. The jewelry company and the Mattel brand include nostalgia and sentimentality with new stimuli, jewelry and much more.
“While we celebrate Mattel’s 80th anniversary, we are enthusiastic about working with Alex and Ani again,” said Meredith Norrie, Vice President of Global License and Consumer goods at Mattel. “Hot Wheels has triggered a passion for performance and personal expression for a long time, and this cooperation brings this spirit to a courageous, portable way.”
The Alex and Ani collection has bracelets, necklaces, rings and earrings, which show unique details such as moving cars, hex nuts and wrenches and hidden messages.
Sonny Angels
Sonny Angel is a collectible line Little Cherubic Boy figures created by the Japanese toy manufacturer Toru Sueya, who named them according to his own nickname Sonny. The dolls were launched for the first time on May 15, 2004, but only became a must-have under fashionistas 20 years later.
Each Sonny Angel figure shows the characteristic smile and tiny angel wings, in which different imaginative headgear such as animals or other bizarre designs are worn. More than 1,300 numbers were published in several series and cooperation.
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