'More than a quirky fashion fad': Walmart taps into bag charms boom with immersive experience

Walmart has launched the first limited edition bag charm in Walmart Realm: the Live Butter Plushie.

In a LinkedIn post, Justin Breton, Director of Brand Experiences & Strategy at Walmart., said: “Bag charms have become mini-identity statements, sitting at the intersection of fashion, nostalgia, and self-expression, and Walmart Realm is the perfect place to introduce ours.”

“Gated behind an immersive product discovery experience, the Plushie can be purchased in our newly introduced Hidden Room. Each month, a new Plushie, drawn from social trends and seasonal themes, will launch alongside a collector card, giving fans a reason to return, explore, and collect.”

He added: “The rise of bag charms is more than a quirky fashion fad. It’s a case study in how Gen Z is reshaping consumer culture: personalisation, collectability, and emotional resonance. For Walmart, it keeps younger consumers engaged and our brand visible in culture.”

Breton noted that Google searches for “bag charms” grew 168% YoY in recent months. The hashtag #Labubu has amassed more than 2.2 million posts on TikTok. One legacy brand reported 13% YoY growth fuelled by bag charms. And Poppi, Rare Beauty, Crocs, and others have all launched bag charms

He commented: “Bag charms show how Gen Z embraces playfulness and emotional connection with brands they love (like Walmart). With limited quantities available, they also create a deeper sense of pride in ownership and are perfect for collecting, accessorising, and sharing. They've become a cultural experience.”

“Grab your limited edition Live Butter Plushie in Walmart Realm before it sells out at www.walmartrealm.com. And did you know you can also buy official Labubus on Walmart.com? We’re not just selling products… We’re bringing the latest cultural trends straight to you. You love it. We have it. Who knew?”

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.