VCG at Technology for Marketing (London) 2026

Everyday is a learning day.

VCG popped along to the Technology for Marketing event at Excel London. There was wall-to-wall AI chat and some thought provoking stuff, including Labubu Dolls. Not something I know a lot about, but really interesting when you start to look at some of the psychology and consumer behaviour related to these collectibles.

𝐕𝐚𝐫𝐢𝐚𝐛𝐥𝐞 𝐫𝐞𝐰𝐚𝐫𝐝 𝐝𝐨𝐩𝐚𝐦𝐢𝐧𝐞 𝐥𝐨𝐨𝐩
Labubu dolls exploded in global popularity in 2024 when celebrities (like Rihanna, K Kardashian and D Beckham) were spotted and photographed to the masses. Their popularity has been driven by a number of factors but these big-eyed, elfish figurines are sold in blind boxes which has been the key to their explosive growth.

Blind boxes work the same as a game of chance — you don't know what you’ll get, and that unpredictability triggers dopamine. It’s the same brain response behind a scratch card or instant win prize reveal.

The dopamine hit is rewarding itself, so encourages repeat play. As the Labubus are produced as collectible sets, this also drives their appeal. When limited edition and rare characters are added in the mix, the engagement is heightened further.

The blind box opening is as much part of the experience as the ownership of the doll. Shareable by design and immediate social currency. The connection with others who enjoy the ritual and ownership is another major part of the Labubu success story.

We're all hardwired to enjoy surprises.
Even if you don't have the next must-have pop-culture product, what are you doing next to deliver a big dollop of dopamine hit to attract your customers?

#TFM2026