Behind Rising School Costs, Students Want Labubu Plush Toys & Stanley
Light House Denver – As the new academic year approaches, many students are asking for items like Labubu plush toys and Stanley tumblers as part of their gear. At the same time, parents across the world, including in the United States, are busy preparing for the back-to-school season. However, this year’s trend shows that children’s requests are no longer limited to basic supplies like books and stationery, but also include popular items they’ve seen on social media.
According to a recent survey by Intuit Credit Karma, about one-third of parents reported that their children have requested specific items as part of their back-to-school preparations. Interestingly, the requests go beyond clothes and shoes, extending to viral accessories widely shared online.
One item drawing attention is backpack charms such as the popular Labubu plush toys or Jellycat. In addition, Stanley and Owala tumblers have become top picks for many kids heading into the new school year.
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Here are the most common items that parents say their children have asked for:
Interestingly, essential school supplies like notebooks, pencils, and rulers were not included in the list. This reflects a shift in focus from fundamental needs toward trendy items and social status symbols.
The same survey revealed that more than 50% of parents said their children wanted items they had seen on social media. Platforms such as TikTok and Instagram appear to strongly influence students’ lifestyle and purchase preferences, even for school-related items.
Moreover, many parents admitted feeling pressured to buy these products so their children wouldn’t feel left out or excluded among their peers.
This trend is happening in the context of increasing back-to-school expenses. For example, Adidas Sambas for kids sell for around US$80 (approximately Rp1.3 million), while Stanley tumblers start at about US$30 (around Rp500,000).
According to an analysis of data from the U.S. Bureau of Labor Statistics, the prices of school supplies such as backpacks, stationery, and books have risen by up to 20% compared to pre-pandemic levels. The increase is largely driven by factors such as inflation, production costs, and import tariffs.
Due to mounting financial pressures, more parents are reporting that they cannot fully afford back-to-school expenses this year. In fact, 44% of respondents said they plan to use debt or credit to cover school-related costs, up from 34% last year, according to the same Credit Karma survey.
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