Labubu as me: Self-extension and the anthropomorphism of character toys on Reddit.
An increasing number of users on social media anthropomorphize character toys through collecting, dressing, and creating original narratives. However, research on the anthropomorphization of character toys in digital spaces remains limited. This study takes Labubu, a flagship IP of Pop Mart, as a case study to reveal what and how Labubu's anthropomorphized identities are constructed through multimodal discourse practices on Reddit. Drawing on previous research on factors influencing toy anthropomorphism and employing multimodal critical discourse analysis, this study further explores the factors underlying identity construction. The findings reveal three anthropomorphic identity types of Labubu, including individual, relational, and collective identities. The data further reveal that Labubu is frequently gendered as female. These identities are reinforced through discursive strategies such as categorization, personalization, nomination, association, assimilation, activation, and individualization, alongside visual depictions of everyday interactive scenarios. Moreover, the findings suggest that these identities are shaped by multiple interrelated factors, including the need for personalized self-expression, emotional attachment, collective belonging, as well as the diverse identity-building affordances provided by character toys and digital platforms. Broader socio-cultural contexts, such as consumerist values, social class perceptions, cute culture, and gender norms, also profoundly shape these anthropomorphized identities. The study advances understanding of how Reddit users in online communities construct anthropomorphized identities of Labubu and enact self-extension. It also provides practical insights for character toy and IP brands seeking to foster user engagement and emotional attachment through participatory identity construction on social media platforms.