From Tamagotchi to Beyblade, how toys became a fashion accessory

This week, Timothée Chalamet stepped onto the red carpet for the premiere of his new film A Perfect Stranger wearing a simple gray shirt, black pants, and a leather blazer covered with pins. A simple and effective outfit that proves the young man’s sense of fashion. But he surprised everyone when he proudly displayed a beyblade pulled straight from his pocket. This Japanese spinning-top toy, from a manga, was all the rage in the early 2000s, and no one expected it to become a fashion accessory in 2024 for one of the most famous actors of the moment. Yet, this isn’t the first time a celebrity has brought a toy onto the red carpet as a stylish ornament. In 2016, Orlando Bloom and Katy Perry made headlines for bringing a Tamagotchi to the Met Gala. The couple surprised the public by bringing their virtual pet, which was in stark contrast to their glamorous outfits at one of the most important fashion events. But how did these popular toys from the 90s-2000s go from playground favorites to accessories on the red carpets of prestigious ceremonies?

One reason celebrities wear such playful items could be their desire to stand out. Indeed, at events gathering hundreds of renowned stars, it’s hard to make an impression. Some experiment with controversial looks (we remember Lady Gaga's meat dress, for example), while others use unique accessories to get noticed. Moreover, associating with toys that remind many people of childhood makes celebrities seem more accessible and unconsciously brings them closer to the public. The actor from Call Me By Your Name had already attracted attention online with his reference to pop culture when he shared an Instagram story featuring his favorite Yu-Gi-Oh! cards. A Reddit discussion even emerged for fans of the Japanese anime to share their surprise. In fact, without realizing it, we feel like we had the same childhood as Timothée or Katy because we might have played the same games, creating a sense of closeness. This could be a well-planned marketing strategy from the stars seeking popularity and fan loyalty.

The notion of nostalgia is a key element in this context. This feeling that brings past memories back to life has long been an effective tool to attract the masses. Today, in the music industry, many young artists blend early 2000s RnB codes with modern tones to create new tracks, attracting millennials with nostalgic melodies. In fashion too, the strong comeback of low-rise jeans, popular in the early 2000s, appeals to young adults who, like Proust’s madeleine, bring back a flood of memories. This sudden resurgence of the past can bring up both good and bad memories, depending on the person, but in both cases, it captures attention—an asset in the attention economy. Or perhaps, it’s not that deep, and the stars just want to have fun at these so-called “serious” ceremonies that are often highly codified. It could simply be a reminder that fashion shouldn’t be taken too seriously and that it’s important to maintain a playful spirit.