Collectibles and the culture that surrounds them has always been a huge phenomenon for several generations.
Beanie Babies, Tamigotchis, Funko Pops, Pokémon Cards and others have dominated the industry both then and now. As companies release and brainstorm more creations, the market is blowing up with explosive products that drive people to the stores. Fugglers seem to be following the same path.
Fugglers are a diverse bunch of collectible plushie monsters or creatures that are an equal mix of cute, ugly and weird all in one product. With some uglier or cuter than others, the brand is vast and spans across multiple different styles and variations. Within the Fugglers produced, there are serval series and breeds modeled after things such as fish, cats and food.
The idea for the brand was derived by the founder, Louise McGettrick, while she was on eBay in search of a Christmas present for her husband. Looking for historic shark teeth, she stumbled upon a bag of fake teeth for sale.
The quirky idea for these creatures came to life soon after. As McGettrick stated in an interview on the blueprint of Fugglers, “It was intended as a secret to find online, a weirdness tucked in the recesses of Etsy.”
While exact profit and sales for Fugglers in 2025-26 are not yet available, early 2024 was a very successful year for the franchise. Reportedly eight million units were sold in the early months of that year, though, their popularity has increased since then. No matter what the 2026 season holds for sales, the company continues to fuel frenzy with their unique product.
Fugglers hold a strong presence within stores, with places like Target and Walmart having sections just for these creatures. Fugglers not only hold a strong presence, but they sell very well. So what is the driving force behind these charmingly creepy collectibles?
In addition to being popular all over the country and social media, Fugglers also have a presence in Del Val halls, with some students even having these cuddly creatures hanging off their bag. Junior McKenzie Petsch shared her thoughts on Fugglers.
“They’re so ugly that they’re cute,” Petsch said.
Junior Dezzarae Shrewsbury shared her personal connection to Fugglers.
“I love Fugglers because they look weird but they are also so cute,” Shrewsbury said. “They’re very funny, and they make my grandma mad, which is why I get so many.”
What really makes a product in the first place is the desire and appeal it has to people. The logistics behind collecting is individual to each collector. These reasons can vary, whether collecting brings a wave of nostalgia, positively impacts one’s life or is seen as cool and enjoyable. With this, collecting is an interest that is backed by logic and science.
Fugglers have brought something back into the industry that has lacked for a while: creativity. Nowadays, toys tend to be more unique and marketed to wider audiences. While toys are typically geared towards kids, this product pulls in all age groups, with teens to young adults being the main buyers. This places Fugglers under the collectible category more due to the nature of these products.
Another aspect of these creatures is the different variations and styles available. They are set apart from other competitors with their three eyes, hairy tongues, multicolored fur, gold teeth and other unique traits.
“I like how there’s different series and styles to collect,” freshman Agnes Hughes said.
In the past, Fugglers have collaborated with various movies and TV shows, with the most recent release being a new series called “Fuggstars.” It offers five different Fugglers to collect based on famous figures.
Fugglers, being as popular as they are, give hope that companies will realize that “weird” products sell, and it’s okay to push the envelope sometimes to create something absurd. The internet always yearns for something new to obsess over and if pushed farther, Fugglers can become bigger than they already are. From starting out on Etsy, to being in almost every retail store, the brand has built its own Fuggler empire.
