Sorry, Minimalists—Gen Z is All About Collecting Trinkets

I’ve been a collector for as long as I can remember. Puzzles, figurines, stickers, and sometimes even toys make themselves at home on my shelves, and an empty space on my dresser is a rare occurrence.  

I thought I just hadn’t grown out of my childhood habits of collecting McDonald’s toys and Littlest Pet Shops, but most of the people around me also like to collect cute little things to decorate themselves and their homes with.  

In fact, Gen Z is ushering in a new era of trinket collecting. But why is this? Is it because we refuse to give up on our sense of childlike whimsy, or are there more serious implications? And where is there room for such collections in the pet industry? 

We Could All Use a Little More Fun… 

The first and most straightforward reason for the rise of collectables is that they bring people happiness. Trinkets are a fun and affordable way to decorate your space and express your personality.  

To some extent, everyone collects one thing or another; trinkets are just Gen Z’s version. My grandmother had an entire cabinet filled with Precious Moments figurines, and I’m sure she felt the same joy looking at them as I do when I look at my crowd of cute little guys smiling at me from all corners of my apartment.  

Not to mention the mystery element of collecting—so many trinkets come in blind boxes, collectibles that advertise a certain series or set, but not the specific figure you’ll unbox— which adds an extra layer of excitement to the hobby. The appeal could be as simple as people discovering the joy in collecting small, cute things.  

…As Long as We Can Afford It 

Another explanation for this trend is that these trinkets are predicting the next recession. According to social media, recession indicators are everywhere, but this argument could have some merit in this case.  

People are citing the “Lipstick Index,” which posits that when the economy is suffering, individuals turn to small, affordable luxuries—such as lipstick or trinkets—to bring them comfort and joy, rather than designer products and vacations. Inflation, looming tariffs, and an increasingly difficult-to-navigate job market are real economic uncertainties for Gen Z, so it makes sense that young adults are finding comfort in a Labubu or two.  

Your Pet Deserves a Blind Box, Too 

Whatever the reason, it’s clear that trinkets are sticking around. Companies as large as Disney are getting in the mystery collectible game, and it seems like there’s a new keychain or figurine people go crazy for every few months. This leads me to my second point: what pet brands can do about it? 

For obvious reasons, it isn’t a good idea to sell pet food in a blind box. Pets come in a variety of shapes, sizes, ages, breeds, and activity levels, not to mention with allergies and food sensitivities. It’s best to let pet parents decide which food is best for their companions.  

But what about treats? A brand could easily include allergen information on the package or develop a formula for a treat line, with the flavor being the mystery. Collars and toys also lend themselves well to this trend. Creating a small line of fun collars or pet toys and selling them as a mystery collectible is the perfect product for a Gen Z pet parent, who, according to Petfood Industry, is the group leading growth in the industry. It wouldn’t hurt to experiment a little to sell to this influential demographic.  

If you’re having trouble reaching Gen Z consumers, reach out to us at BSM Partners. Gen Z is a tricky generation to understand, but we understand them, and we can help you understand them, too. Our Branding, Strategy, & Marketing (BSM2) and Media practices are fully equipped to help you learn about your key demographic and truly understand what needs they have that your brand can meet. Let’s talk. 

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About the Author

Cady Wolf is an Analyst at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.