Fashion has turned into a playground, and the toy options are endless.

Although childhood nostalgia has long inspired the fashion world, from the 18th-century rococo ruffles to Moschino’s runways in the 2010s, 2025 has seen a notable surge in toys and kid-inspired pieces that are captivating fashionistas and designers everywhere. From Labubu and Crybaby to Polly Pocket and Hot Wheels, the universal language of playfulness is transforming toys into fashion statements, bag charms and must-have accessories.

The appeal of the ongoing trend may be explained by its potential to offer a sense of soothing in a volatile world, fashion psychologist Jennifer Heinen told WWD.

“Objects that are small, collectible, and whimsical allow us to anchor ourselves in something controllable and emotionally non-threatening,” Heinen said. “On a deeper level, they reflect a desire to reconnect with emotional textures that adulthood often suppresses — tenderness, wonder, curiosity. When society expects us to be constantly productive, hardened, or hyper-rational, these accessories become tiny acts of resistance: they say, ‘I still have softness in me, and I’m not ashamed to wear it.’”

Like any other trend around, the new childhood-inspired trend has its pundits. A quick search on social media will lead you to videos against Labubu and toys alike.

“Society tends to pathologize or ridicule adults — especially women and femme-presenting individuals — who lean into softness or childlike aesthetics. There’s an ingrained bias that equates emotional expression with immaturity. But from a psychological standpoint, it’s incredibly mature to access your full emotional range. So the problem isn’t the style itself — it’s how the culture treats adults who step outside expected roles and visual codes,” Heinein said. “What we’re seeing now is less about blurring childhood and adulthood, and more about expanding what adulthood is allowed to look like.”

Whether the “kidult” culture will last in fashion or if this is just another temporary trend, only time and Gen Z will tell. Meanwhile, brands continue to capitalize on it.

Here, WWD takes a closer look at some of the toys and childhood-inspired collections dominating social media, runways, and recent collections.

Polly Pocket x GCDS

GCDS cofounder and creative director Giuliano Calza teamed up with Mattel Inc. to create a one-of-a-kind Polly Pocket play set, marking the first time a fashion designer has been called on to reimagine the doll’s miniature world. Released on July 16, the limited-edition toy was made available alongside a themed ready-to-wear capsule collection that included T-shirts and spaghetti-strap dresses printed with images of the doll.

“Redesigning Polly Pocket marks a personal milestone,” said Calza. “Ever since I was a kid, the moment I thought of something beautiful, those pastel cases would appear in my mind like a reflex.”

The toy was priced at 55 euros; items in the capsule collection will cost between 45 euros and 200 euros, while gadgets will mark the entry price to the project, starting at 9.99 euros.

Jason Wu x Atomic Lab

In June, designer Jason Wu launched Atomic Lab, a shopping website featuring exclusive dolls inspired by figures from fashion, entertainment and modern art.

The first release showcased international drag artist Nymphia Wind, who made history as the first East Asian champion of “RuPaul’s Drag Race,” Season 16. Priced at $150, the doll was sold through atomiclabtoys.com. A total of 1,500 dolls have been manufactured, and pre-orders are currently open with an expected delivery date of Oct. 30.

It’s a project that is more than fashion. It’s more than dolls,” Wu told WWD. He said dolls become miniature mementos of the time they’re made. “So it’s always been very important, and it reflected what people looked like at the time,” he said.

Urban Outfitters x Hello Kitty and Monchhichi

Urban Outfitters released a collaboration between Hello Kitty and Monchhichi on July 24. The limited-edition plush charms feature the quintessential designs of both brands.

“Urban Outfitters has long been the destination for collectible culture offering exclusive, hype-worthy pieces our customer can’t find anywhere else,” Marybeth Cahill, chief merchandising officer at Urban Outfitters, shared in a statement to WWD. “The Hello Kitty x Monchhichi collection builds on that legacy with a mix of accessible price points, unexpected finds, and limited-edition drops.”

The plush Hello Kitty and the cult-fave Monchhichi feature three distinct styles — the Hello Kitty x Monchhichi Overalls Plush ($50), Hello Kitty x Monchhichi Costume Plush ($55) and the Hello Kitty x Monchhichi Keychain ($35).

Jean Paul Gaultier x Bratz

In June, the House of Gaultier introduced a collector Bratz doll, which was crafted with the doll’s unique sense of style and Jean Paul Gaultier’s signature design qualities.

“Bratz has always celebrated radical self-expression through fashion,” said Jasmin Larian-Hekmat, Bratz creative director. “Partnering with an icon like Jean Paul Gaultier, who has consistently challenged norms and redefined style for decades, is a testament to Bratz’s enduring place in the fashion sphere. This is Bratz at its boldest and most unforgettable.”

The collectible doll was made available on Jean Paul Gaultier’s and Bratz’s official websites.

Labubu

Labubu first appeared in 2015 as a character in “The Monsters” storybook by Kasing Lung. The mischievous elf with pointy ears and a toothy grin made its leap to collectible toy four years later, thanks to China’s Pop Mart.

The Labubu dolls reached a new peak in popularity in 2025, as search interest for the plush dolls surged exponentially on Google, and celebrities began to adopt the Labubu as an accessory.

“Labubu has become more than just a collectible; it’s a bold statement of individual style,” Emily Brough, Pop Mart’s head of IP licensing, the Americas, told WWD via email. The global collectibles company has launched more than 300 styles of Labubu since 2019, including an extensive list of collaborations and the Labubucharms, which are now being clipped onto luxury bags and styled into custom couture, as seen during Paris Fashion Week in March. Notable Labubu collaborations include the Labubu x Kow Yokoyama Ma. K Series, the Labubu Coca-Cola Series, and partnerships with Uniqlo and the Chinese label Pronounce.

David’s Bridal recently released a bridal collection for Labubu toys.

Crybaby

Crybaby, another viral hit from Pop Mart, was created by Thai artist Mod-Nisa Srikhumdee. The figure was inspired by Srikhumdee’s personal story.

The Crybaby series explores themes of emotional complexity, healing and self-acceptance, offering fans a creative outlet to embrace their feelings. It has become widely popular across Asia and is available through Pop Mart stores and online.

Hot Wheels x Alex and Ani

On July 14, Alex and Ani released a new jewelry collection with Hot Wheels. The jewelry company and Mattel brand embrace nostalgia and sentimentality, with new charms, jewelry pieces and more.

“As we celebrate Mattel’s 80th anniversary, we’re thrilled to partner again with Alex and Ani,” said Meredith Norrie, vice president of global licensing and consumer products at Mattel. “Hot Wheels has long ignited a passion for performance and personal expression, and this collaboration brings that spirit to life in a bold, wearable way.”

Alex and Ani’s collection features bracelets, necklaces, rings and earrings that showcase unique details like moving cars, hex nut and wrench toggle closures and hidden messages.

Sonny Angels

Sonny Angel is a collectible line of small cherubic boy figurines created by Japanese toy manufacturer Toru Soeya, who named them after his own nickname, Sonny. The dolls were first launched on May 15, 2004, but became a must-have item among fashionistas only 20 years later.

Each Sonny Angel figure features the signature smile and tiny angel wings, typically wearing various imaginative headgear such as animals or other whimsical designs. More than 1,300 figures have been released across multiple series and collaborations.