Labubu: Why some people are paying $600 for a plush toy

Let’s talk about the Labubu craze. Or as some like to call it: consumerism wrapped in a fuzzy forest gremlin, sprinkled with scarcity, and deep-fried in social validation. If you’ve been feeling weirdly compelled to throw your rent money at a tiny mischievous creature, congrats: you may have been caught in a behavioral psychology trap. Bre Teamer chats with Erin Fair, Professor and Gamification and Marketing Expert, about the craze.