A baby macaque clutching a soft toy has done more than melt hearts. In days, a short video turned a zoo enclosure moment into a global retail rush and a ready-made campaign theme for brands from Tokyo to India.

Punch, a seven-month-old Japanese macaque born in July, was abandoned by his mother and later rejected by other monkeys at Ichikawa City Zoo. Zookeepers gave him a brown orangutan plush from IKEA. Clips of him hugging it, guarding it and carrying it everywhere drew millions of views and a trending hashtag urging him to hang in there.

Plushie flies off shelves worldwide

Viewers quickly identified the toy as IKEA’s Djungelskog orangutan. What followed was a sharp spike in demand.

Ingka Group, which operates IKEA stores globally, reported a clear rise in sales of the orangutan toy, especially in Japan, the US and South Korea. Several stores in those regions sold out, with efforts under way to restock swiftly. In Singapore, the toy was fully sold out from February 23, according to a sales associate.

In the US, the plush retails at $19.99. A Business Insider check found it out of stock in most locations, with only a handful offering click-and-collect or in-store purchase. In Canada, it was originally priced at $14.99.

Resale platforms saw prices surge. On eBay, listings climbed as high as $328 and $350, with others at $129.96 under names referencing Punch — far above retail.

In India, the same Djungelskog soft toy, orangutan is listed on the IKEA India website at Rs. 879, carrying a 4.8 average rating.

IKEA Japan has also reached out to the zoo. On February 17, the company donated additional soft toys, including more orangutans, and storage items to support Punch and improve children’s areas at the zoo.

Brands turn viral moment into campaigns

As sales climbed, brands moved quickly.

Prime Video India, Nykaa Man, Netflix India, Bewakoof and Haldiram’s each released creatives built around Punch’s story. Netflix India shared a clip from Kuch Kuch Hota Hai, framing it as support for him. Prime Video India placed Punch alongside characters from Panchayat Season 3, The Family Man Season 2, Fleabag Season 2, Kuch Kuch Hota Hai, Aavesham and Paatal Lok.

Delhi Police published a poster showing a woman officer holding Punch’s hand, signalling support for those in need. Flipkart depicted him making friends, tying the theme to connection. ChatGPT India posted an animated image playing on the word “punch”.

Kerala Police also used the viral moment to promote its ‘Chiri’ helpline for student counselling, urging children to seek support and reminding them they are not alone.