What once was the craze for Cabbage Patch Kids has now been transformed into different Gen Z toys that seem to change over month by month. This Gen Z toys craze began last year with Sonny Angels, transitioned to Jellycats, and then turned to Labubus in 2025.
What’s making these toys a bestseller is their variety. And I’m not just talking about different designs and characters. No, sir, no, I’m talking about the variety of products they have been merged into. For example, starting from surprise unboxings to adding series of keychains to handbag charms. Here is a list of the Gen Z toys that have taken the world of social media by storm.
1. Sonny Angels
Sonny Angels were introduced in 2004, these little boy figurines are produced by Japanese Toy company, Dreams Inc., and I personally think after the “Squishmallow” craze during the pandemic, Sonny Angels were the first collectible craze that started it all before Labubu, Crybaby, and other Gen Z toy trends we’ll read more about.
Many celebrities have been spotted carrying the cherub figurines, including Victoria Beckham and Bella Hadid, and were even featured on the popular live comedy show “Saturday Night Live,” where Dua Lipa acted in a skit based on Sonny Angel.
2. Jellycat
This British-manufactured plushie collection is something different from other plastic unboxing figurines that came into the limelight a few months ago after the soaring sales of Sonny Angels. They have been dubbed as Emotional Support Plushies over TikTok, which not only makes them a collectible in a kid’s closet but also in an adult’s.
But what is making Jellycats popular right now when the brand was released back in 1999? William Gatacre, co-founder of the cute soft toys, reveals:
“When it comes to design, the only thing that absolutely doesn’t influence us is what other soft toy companies are doing. We have to ignore our competition because if we’re watching them, we’re already too late.”
3. Labubu
This is the trendy toy that made millions for the Chinese toy retailer Pop Mart in just a month this year. The interest sparked as BLACKPINK’s Lisa showcased her love for the “cute monsters” on social media. The collectible “toothy fluff monsters” are popular to be sold as blind boxes, but their keychains are just as in demand right now.
People have even turned to Kasing Lung’s creation, which has different varieties aside from the popular Labubu, including Zimomo (a larger Labubu-type doll with a tail) and Mokoko (a pink fur companion to Labubu).
4. Crybaby
With Crybaby toys, PopMmart has made a name for itself in another one of the Gen Z toy trends. Just like any other collection, the range of Crybaby toys blind boxes are suitable for every mood and occasion.
The figurines are literally molded in the way they are named, babies looking as if they are crying, but as we have seen with Labubus, not every toy today has to follow the norms of looking perfect in the traditional “cheery” way.
5. Noodoll Potato Plush
The founder, Yiyang Wang launched these cute soft toys back in 2010 but the Noodoll potato plushes have become the go-to Gen Z toy trend after the boom of the Labubu.
They are sized just like a real potato and have tiny hands and feet to add to their cuteness. Even though there are more styles in the series, the Noodoll Potato Plush is the one most sought after as of right now.
6. Smiski
Another favourite among blind boxes, Smiskis are not only simple figurines, but they come with an extra feature that adds another layer of playfulness to the whole collecting trend…
Smiskis are super tiny, say 2-3 inches, and they glow in the dark! Not just a simple figure, the little figures have also been marketed into different product categories, including charms, straps, and keychains.
7. Fuggler Plushies
Fugglers has a similar drill to Labubus, actually; they are also marketed as “tiny monsters,” and well, I agree, Fuggler plushies certainly do look like them. Maybe that’s why their sales are also rising. These fit the cute/monster description and are perfect for those who are looking for their next collectible after Labubu.
And while Popmart’s Crybaby has become popular due to collabs with Cartoon Network’s stars, the Powerpuff Girls, Fuggler, manufactured by toy company Zuru, has made collaborations with other popular cartoon characters such as SpongeBob SquarePants and Teenage Mutant Ninja Turtles for extra attention!
8. Monchhichi
Even though the Monchhichi plush doll trend has been around since the 90s, the popularity increases when celebs, or in this case, K-Pop stars, are seen with a product. Monchhichis are super big in Japan, where you can see them as statues or even in their own theme park, but even in other countries, their demand is soaring.
The monkey-type figurine has created a bond with people across all age groups. Koichi Sekiguchi, the president of the popular plush corporation Sekiguchi Co., concludes.
“They are beloved by three generations, including not only children and parents, but also grandparents. Going forward, as well, we want to allow buyers to create their own unique relationships with Monchhichi.”
Conclusion
With the speed at which these Gen Z toys have taken over our social feeds, it won’t be wrong to say that there seem to be no signs of stopping. Seems so, there are more and more collectible plushies and charms to the likes of the audience of Instagram and TikTok, which are being introduced every month. But what are your thoughts on these changing toy trends? Which one’s your favorite? Can you guess which figurine will be ruling global sales next?
