If your child has recently begged you for a bizarre-looking toy with crooked teeth, a mischievous grin, and a price tag that doesn’t break the bank — congratulations, you’ve officially entered the “ugly-cute” era.

The quirky toy leading this global craze is the Fugglers, created by ZURU. They’ve already sold over eight million worldwide and since arriving in South Africa earlier this year, they’re popping up everywhere from major retailers to your child’s wish list. With prices ranging from about R89 to R300, they’ve quickly become the budget-friendly alternative to high-end collectible toys like Labubu — and thanks to TikTok, they’re going viral.

So, what’s the appeal? Speaking on HOT Business with Jeremy Maggs, powered by Standard Bank, Glenn Ambrose, ZURU’s South African country manager, says it’s all about self-expression. Fugglers celebrate the wonderfully weird. No two are the same, and every retailer gets their own themed range, turning the hunt into an adventure. Children — and yes, even teens and adults — are snapping them up, proudly showing off their finds online, and making them part of their personalities.

Parents may be surprised to discover just how broad the fan base is. At Comic Con Africa this year, adults without kids queued to take selfies with a life-sized Fugglers display. It turns out that in an age of curated perfection, celebrating something “imperfect” feels refreshing and freeing.

Will the craze last forever? Maybe not. But for now, Fugglers are proof that sometimes the strangest toys bring the biggest smiles — to kids, teens, and secretly, to us parents too.

Listen to the full interview from HOT Business with Jeremy Maggs, below: