Labubu collectibles are as addictive as pokies, experts warn

They're the wide-eyed, fluffy monster keychains that the internet is obsessing over, but there might be some science behind the Labubu craze.

Experts are calling the collectables as addictive as playing the pokies, with they're blind box appeal tapping into the brain's reward centre.

Advertising executive, Dee Madigan, told Today there are four specific elements which contribute to making Labubus such hot property.

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"There's scarcity, if you can't get something and they have limited drops, then you want it more," she said.

"Then there's the surprise element and that's the bit that's similar to the pokies, you don't know what you're going to get inside the box and not knowing, that is what actually keeps people going back.

"And then there's the viral appeal on social media, because the videos, they're short, the people unboxing, they're suspenseful and they've got an emotional payoff, either disappointment or surprise that works for the TikTok algorithm massively."

Madigan said the final element is social currency in real life.

"By having a Labubu keychain attached to your bag, you are one of the cool kids," she said.

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Even the design of collectables like Labubus are carefully implemented to increase appeal to the audience.

"If you look at all the collectables over the years, so many have been small with big eyes and we respond to that emotionally," she said.

"So they're really clever, the marketing on it, there's a lot of science and some would call it manipulation, while some would call it marketing."

Do you have a Labubu addict in your household? Let us know