South Africa’s toy shelves and TikTok feeds are being taken over by a wave of crooked smiles, eerie grins, and plush personalities with attitude. Meet Fugglers – ZURU’s “funny ugly monsters” – the plush toys redefining what it means to be cute by proving that creepy can also be charming. With prices under R400, they’ve quickly become the affordable, quirky alternative to the high-status Labubu collectibles that are dominating Asia.
This “ugly-cute” craze is more than a passing fad – it’s a global cultural shift that’s finally landed in South Africa.
From Etsy to the World: The Origins of Fugglers
Fugglers started as a grassroots movement in the late 2000s, when a small Etsy creator sewed plush dolls with uncannily realistic human teeth. Their unsettling charm caught the attention of toy collectors, and by 2018, toy giant ZURU secured the rights to mass-produce them. Since then, over 8 million Fugglers have been sold worldwide, each with its own slightly disturbing – yet lovable – personality.
Labubu, on the other hand, has a different story. Born in 2014 from the imagination of Hong Kong artist Kasing Lung, the wide-eyed imp became the centerpiece of Pop Mart’s “The Monsters” blind-box series. Fueled by rarity, exclusivity, and resale hype, Labubu skyrocketed to international status-symbol levels, with collectors paying anywhere from R1,000 to R2,500 for a single figure in South Africa.
FOMO vs. Affordability: Why Fugglers Win in Mzansi
Retail futurist Bronwyn Williams (Flux Trends) explains that Labubu thrives on FOMO, scarcity, and status: “People don’t just want these toys – they want the exclusivity and the status that comes with owning something rare.”
But in South Africa, accessibility matters.
“Fugglers hit the sweet spot,” says Glenn Ambrose, Country Manager for ZURU South Africa. “They’re fun, weird, and collectible – but importantly, they’re affordable. You don’t need to be wealthy to join the craze.”
While Labubu dolls are hard to find and expensive to import, Fugglers retail locally between R89.90 and R399.90, putting them within reach of the average South African family.
TikTok Turns Teeth into Trend
The surge of Fugglers is also tied to TikTok’s cultural dominance. Globally, the #toys hashtag has surpassed 93 billion views, with “ugly-cute” plushies carving out a viral niche. In South Africa, TikTok users are unboxing Fugglers, giving them fashion makeovers, piercing their ears, and even building mini soap-opera-style storylines around them.
“They’re not just toys – they’re content creators in plush form,” Ambrose laughs. “People are giving them names, backstories, and personalities. They become little avatars of self-expression.”
Why Weird Works: The Psychology of Ugly-Cute
Psychologists call this fascination “benign weirdness” – where imperfections, oddities, and quirks feel endearing instead of off-putting. In a toy market filled with glossy, perfect plushies, Fugglers thrive precisely because they’re not flawless.
They celebrate individuality, and in a social-media-first generation, that authenticity translates into endless creative potential. Whether it’s a kid’s bedtime buddy or a teen’s TikTok co-star, Fugglers stand out because they’re not trying to be perfect – they’re perfectly imperfect.
South Africa’s Fastest-Growing Plush Craze
Globally, the plush toy industry is booming, with quirky characters like Squishmallows, Care Bears, and Pop Mart collectibles dominating sales. But in South Africa, Fugglers have carved a niche as the fastest-growing plush trend of 2025.
Their rise is fueled by three things:
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Affordability – Mainstream retail access keeps them within budget.
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Creativity – Each toy invites storytelling and customization.
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Culture – They embody South Africa’s playful, expressive, and proudly weird spirit.
As Ambrose puts it:
“Fugglers are about freedom of expression. They remind us that weird is wonderful – and that everyone can afford to join the fun.”
Conclusion: Creepy, Cute, and Here to Stay
The ugly-cute craze is more than a toy trend – it’s a reflection of shifting cultural values. Where Labubu thrives on exclusivity and hype, Fugglers embrace inclusivity, creativity, and affordability. In South Africa, that makes them the people’s champion of creepy cuteness.
So whether you’re eight or 38, don’t be surprised if a grinning, toothy monster steals your heart – and your TikTok feed – this summer.
