When Devin Silva, 18, first spotted the Ty gingerbread plushie at CVS, they thought it looked “ugly” with its big blue eyes and frosting details, even comparing its shape to a dog. Yet, feeling bad about judging the toy, Silva bought it and shared a photo on X.

“saw this guy and said Ew ew ew ew ew ew ugly and then felt so bad i cried and bought him,” Silva wrote.

The post went viral, racking up over 27 million views within days. Soon, Cookie, the plushie, gained cult status reminiscent of the Beanie Baby craze of the ’90s. Fans scrambled to buy Cookie, flooding social media with pictures of their own plushies and creative tributes, including artistic renditions and a crochet version.

Cookie quickly sold out and was restocked twice, according to Ty’s X account, which even thanked Silva for showcasing Cookie’s charm. Fans adored Cookie’s perceived flaws, describing the toy as “disproportionate” yet endearing.

Silva noticed the plushie resonated with many, especially those who are neurodivergent. “People like me feel strong emotions, even toward inanimate objects, which is why we collect trinkets,” Silva explained.

Cookie’s popularity reflects a need for lightheartedness, Silva believes. “Especially nowadays, we really needed something just to laugh about,” they said.

Ty markets Cookie as “sweet as can be, with frosting details and a warm, gingerbread smile.” A playful poem in Cookie’s tag invites holiday joy:

“Put milk out for Santa

And some sweet treats, too

Let’s wait for the presents

That he’ll bring for you”

Silva, who has since posted photos of Cookie joining them for meals, is now eyeing the plushie’s “big brother,” Nutmeg, from Ty’s Beanie Boo collection.

They plan to check local stores for Cookie’s availability, marveling at the plushie’s unexpected fame. “It’d be really cool to see how far it reached,” Silva said.