ST. LOUIS — The capybara, known as the largest rodent in the world, is currently enjoying a surge in popularity. This semi-aquatic creature from South America, closely related to the guinea pig, has become the latest “it” animal, taking center stage during the holiday shopping frenzy.

Shoppers can find a wide range of capybara-themed products, including slippers, purses, robes, and bath bombs. There are also an array of plush capybaras, whether they are cuddly or squishy, along with tiny designs that can be found on bedding, T-shirts, phone cases, mugs, keychains, and virtually any traditional gift item available this season.

Last holiday season, the axolotl was the standout animal, and it continues to hold its ground in popularity. Other creatures like owls, hedgehogs, foxes, and sloths have also seen their moments in the limelight over the past few years.

The trend of featuring animals in retail isn’t new. Reminiscent of iconic toys like Teddy Ruxpin from the 1980s or Furby and Beanie Babies later on, the influence of social media has significantly amplified which animals dominate the marketplace at any given time. “It’s really the launch on TikTok, Instagram, and other platforms that allow these characters or animals to blow up like crazy,” remarked Richard Derr, a franchise owner of a Learning Express Toys store in Lake Zurich, Illinois, and a regional manager for the specialty toy chain.

Furthermore, the dynamic nature of social media has sped up the cycle of popularity, where must-have animals might only enjoy a fleeting moment before the next novelty captivates shoppers. “It’s crucial to keep feeding that beast,” said Juli Lennett, a vice president and toy industry advisor at Circana. “If you are an influencer, you’re not going to discuss last year’s trends.”

The surge in plush toy sales, primarily fueled by a desire for comfort during the pandemic, has also resulted in an increased demand for unique and varied options. Lennett noted that plush animals saw a 115% increase in sales in the first nine months of this year compared to 2019, with overall toy sales rising by 38% during the same timeframe.

Consumers are increasingly drawn to exotic species showcased in online videos, games, and films. Creatures such as Highland cows, red pandas, and axolotls, a Mexican salamander, are now prevalent in pop culture. Interest in axolotls, for instance, saw a significant rise in June 2021 after they were introduced in Minecraft.

“Nobody knew what an axolotl was in 2020,” remarked Derr. “Now, everybody knows about them.”

Cassandra Clayton, a product designer at Vermont Teddy Bear Company, noted that rising sales among adults are prompting an increasing demand for unique and collectible plush toys. “Stuffed animals are turning into timeless items,” she said, emphasizing the growing trend of adult self-care and the use of comfort objects to alleviate stress.

Clayton anticipates that the demand for unusual plush animals will persist. Among some of the more peculiar creations she has seen is a stuffed water bear, also referred to as a moss piglet or tardigrade. “While it may not inspire cuddling, the industry is clearly starting to embrace these types of characters,” she added. “I believe that’s the next trend.”

Identifying the next trendy animal or microorganism poses a challenge for toy manufacturers. “It’s unpredictable when they will rise in popularity and to what extent,” commented Sharon Price John, the CEO of Build-A-Bear Workshop, which has nearly 500 stores and showcases a growing variety of customizable animals and characters, including capybaras and axolotls. The company observes social media trends and gathers insights from employees and customers to stay ahead. Typically, the process of launching a new stuffed toy takes about a year, although they can react quickly if a trend is identified, sometimes producing limited runs online to gauge interest.

Trade shows held in regions like Asia and Germany also serve as valuable venues for spotting emerging trends. Currently, Punirunes—digital, interactive pets that also come in plush versions—are trending in Japan and are expected to gain traction in the U.S., according to Derr.

“Here, they aren’t catching on just yet as they’re still fresh, but give it a year or two,” he suggested.

Retailers can also initiate their own trends. For instance, Build-A-Bear’s Spring Green Frog, launched in 2020, quickly became a favorite thanks to customer-generated videos, resulting in nearly 2 million sales to date, according to John.

John observes that capybaras, often portrayed as friendly and slow-moving, captivate consumers with their calming presence in online videos. However, potential buyers need to act swiftly; a seasonal capybara introduced by Build-A-Bear, adorned with festive red and green sprinkles—nicknamed “cookiebara”—has already sold out, highlighting the urgency and excitement surrounding these trendy toys.