You’ve probably seen them everywhere from dangling off belt loops to adorning designer bags. Bag charms — plus collectible toys and trinkets — have established themselves firmly in the mainstream style lexicon in recent years.
From Sonny Angels and thee mischievously grinning of Labubus, to lucky green clover bag charms courtesy of Jonathan Anderson’s Dior, toy-like accessories have officially entered their cool-girl era. Some come in blind boxes for an extra dose of childhood nostalgia, while others you know exactly what your hunting for (if you can get your hands on them), this is a fashionable turn that’s playful, a little ironic, and completely adorable.
Whether you’re into the fuzzy kitsch of Monchhichi or the sweet naivety of a Jellycat, there’s a trinket for every personality. And the best part? You don’t have to choose just one. And to welcome in the age of the emotional support keychain, we’ve rounded up the most popular toys, trinkets and bag charms you should know about, below.
1. Sonny Angels
Where to buy: Tiny Paper Co, Blink Box, Little Fish Co, and other accredited stockists.
They’re naked, they’re angelic, and somehow they’ve become the unofficial mascots of cool-girl keychains. Whether peeking out of a Ganni shoulder bag or chilling on a windowsill, these pint-sized cherubs with fruit hats are giving collectible culture a fresh, cheeky twist. Pull one from a blind box and suddenly you’ve got emotional attachment to a tiny tomato boy.
2. Dior
Where to buy: Dior
It might not seem obvious for one of the biggest fashion houses in the world to enter this realm, but leave it to Jonathan Anderson to buck expectations. At the helm of Dior, one of his most covetable creations has been a series of whimsical bag charms and keychains, from four-leaf clovers to adorable yellow snails.
3. Monnchichi
Where to buy: Hands, Pinky’s Store, Blink Box, or in store at KAWAII store in Burwood
Your mum might remember them from the ‘80s, but Monchhichi is back – and way cuter clipped to a Prada nylon pouch. That fuzzy face and pacifier combo? Surprisingly high fashion. They’re the kind of kitsch that winks at you from your tote and says, “Don’t take life too seriously.”
4. Miu Miu
Where to buy: Miu Miu, Farfetch
Miu Miu is master of all things weird and wonderful, so it should come as no surprise that its dabbling in the bag charm game. Amongst the brand’s current offering you’ll find everything from knitted bears (kitted out in miniature Miu Miu, obviously), to tiny models of iconic Miu Miu pieces. Or if you prefer something a little more left of centre, there’s also trinkets designed specifically for adorning your sneakers.
5. Labubu
Where to buy: Pop Mart, or in store at KAWAII store in Burwood
If you crossed a gremlin with a woodland elf and gave it cult status in the fashion scene, you’d have Labubu. With its toothy grin and mischief energy, it’s the plush of choice for collectors who like their cute with a little chaos. Spotted on street style stars and dangling off designer belt loops – Labubu’s gone from niche to need it now.
6. Hello Kitty / Sanrio
Where to buy: Sanrio, Amazon and Shinzo Japanese Gifts
She’s been serving bows and blank stares since 1974, and now Hello Kitty (plus the rest of her Sanrio crew) is living her best bag charm life. There’s something powerful about a grown adult confidently rocking a My Melody plushie on their Telfar. It’s maximalist, it’s nostalgic, and honestly? It just makes people smile.
7. Crybaby
Where to buy: Pop Mart and Valor Hype
The name says Crybaby, but these plush pals are the ones wiping our tears with their big-eyed cuteness. Think pastel fantasy meets chaotic mood swing – the perfect Gen Z emotional support keyring. Clip one on and consider it your tiny, soft-spoken therapist for the day.
8. Jellycat
Where to buy: online and via a range of stockists
Once the go-to cuddle companion for stylish babies, Jellycat has officially been adopted by the grown-up girlies. Their iconic Bashful Bunnies have hopped from nursery shelves to Loewe totes, and frankly, we’re obsessed. With butter-soft fur and a permanently curious expression, they’re giving quiet luxury in plushie form. It’s not just a keyring—it’s a comfort object with taste.
9. Smiski
Where to buy: Little Cove Collective, Blink Box, and Amazon, or in-store at Tiny Paper Co. in Melbourne
Tiny, glow-in-the-dark, and always loitering in odd positions – Smiski might just be your weirdest new friend. These shy little creatures hide in corners (literally), but on a keychain, they’re a pocket-sized reminder to embrace your inner oddball. Spotted peeking from mesh pouches and Miu Miu minis, Smiski is the subtle flex for those who know that strange is the new cute.
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