Beanie Babies and Squishmallows are staples in the nostalgic collectibles world. Although not new to the market, Sonny Angels and Labubus are just the latest rendition of childhood nostalgia bait that have blown up on TikTok. Sonny Angels are probably the most well-known for their versatility, officially available as both a statuette and phone/computer case clip-ons, as well as their off-brand products. I still believe that this doesn’t take away from their obvious affliction: their uselessness beyond decorations to fill your shelf.
It seems to have become a trend to employ self-help speech and therapy buzzwords as a marketing strategy for selling trinkets such as these. You’re not just purchasing something to sit and accumulate dust on your shelf, you’re “healing your inner child.” Yet due to this, it’s quite clear that the phrase has been appropriated by corporations and therefore entered the mainstream consciousness under a literal interpretation.
In the therapist community, inner child work believes adult behaviors are reflective of childhood experiences and aims to heal destructive patterns by addressing probable childhood trauma. “Reparenting” is a familiar concept in this therapeutic approach, and is often misinterpreted. It refers to the process of guiding the emotionally underdeveloped parts of our mental states — typically formed in response to unmet emotional needs in childhood.
Instead, it’s become popular for companies to approach this work from a more literal standpoint, which often includes influencing us to buy things we may not have been able to afford in childhood. However, it’s been noted these constructs can become coping mechanisms themselves to remove us from reality, when the opposite is crucial. They can distract us from our hardships, excuse our behavior, and act as a buffer for addressing the root causes behind childhood trauma.Â
Companies have exploited the opposite as well. You could also have good associations around these trinkets from your childhood due to “episodic memories,” and you may feel influenced to repurchase one in order to re-live such experiences. This psychological process can be exacerbated with nostalgic songs and visuals, which these ads often include to help brands build psychological connections between themselves and their consumers.
You may be wondering about these trinkets’ popularity amongst younger audiences, however. In our capitalist-driven society, people are raised to be consumers first and are taught to derive pleasure from buying unnecessary goods. Thanks to the increasing ease of shopping websites and the widening marketing capabilities of them with social media, kids can now also be influenced to hop onto microtrends to buy the latest “it-thing.”
One of the trending aesthetics from this past year was Anik-Anik culture, a Filipino concept that embraces maximalism. Yet, the goal behind this is to develop and collect items with little monetary value based on individual sensibilities, but has been commodified for the purposes of selling “aesthetically-pleasing” collectibles meant to be bought in bulk. This has become part of a larger superficial take on self-expression as well, with companies frequently selling products that are meant to be DIYed like bag charms, almost as “pre-packaged” personalities.
Speaking of designing these products to be part of a set, another factor behind their addictiveness is reminiscent of the psychology behind gambling. Most collectors pride themselves on their ability to find their desired collectibles over a lifetime across second hand stores and flea markets, whereas these trinkets accomplish the opposite with their widespread availability. Companies capitalize on luck-based mechanisms such as unpredictable mystery boxes to create a temporary dopamine boost and an overall addictive experience. Once people invest in multiple boxes, they may feel compelled to purchase more in order to complete a set, with limited seasonals amplifying this effect.
Not to mention, the affordability of many of these trinkets increases their desirability. It’s been noted that these items can be one indicator of an economic recession, which is especially prevalent to the current time and for a generation who is unsure of if they’ll receive social security during retirement. Instead of spending money on a night out or take-out meals, some people would rather invest in inexpensive luxuries. They’re a form of a low-commitment indulgence to supply that aforementioned dopamine boost without the underlying guilt of splurging on pricier luxuries.Â
Overall, while it’s always best to speak with a professional for personal guidance, it can be helpful to reflect on what certain purchases might represent. If they soothe unmet childhood needs, consider exploring past triggers, journaling, or setting internal boundaries or if they’re a way to cope with financial stress or global problems, mindful saving might offer longer-term comfort. I’m no stranger to a feel-good purchase myself, but if they bring real joy, purchases from second-hand stores might offer a more meaningful, sustainable way to indulge.