Today, adults and children alike buy Hagi Wagi monsters in large quantities around the world. Anton Yakovlev, founder and head of the Igramir soft toy factory, explains that the fascination with the Hagi Wagi character and intimidating toys stems from the emotional response they provoke.
“Each person, especially children, wants to feel strong as soon as they encounter a toy that stirs those feelings. This helps explain the popularity of certain SCP Foundation fandom figures, including the siren-headed monster, and the Hagi Wagi monsters that gain traction via bloggers and social networks,” Yakovlev notes.
He adds that such eerie characters will always have a market niche because they stand in stark contrast to the friendly plush toys most people know. People who want to stand out, provoke distinct emotions, or live out unusual fantasies tend to buy these items.
“Even my own child asks about Hagi Wagi, even though watching content with him can frighten a child at bedtime. Still, our factory chooses to focus on funny and cute monsters that bring joy rather than fear,” he says.
Experience shows that demand for these toys tends to spike and then fade quickly. Hagi Wagi is not always the top anti-stress toy of the season, though it has previously shared the spotlight with trend items like pop-it and squishies.
“During peak seasons, their presence on social networks can push orders into four-digit territory. They are sold widely, then the media attention fades and demand drops to nearly zero,” the expert explains.
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Psychologist and neurocoach Natalya Manuilova notes that the fear children feel when engaging with such monsters can influence their development if not managed carefully. She points out that anything within a child’s line of sight can shape their psyche and worldview, so toy choices should be appropriate to the child’s maturity level.
“When children play with increasingly scarier toys, they enact specific scenarios that may inform future behavior. In play, children discover how they will respond and what roles they may adopt later in life. If a child works with a monster and imitates its actions, what role might they choose in real life?” Manuilova asks.
“If a child plays with a teddy bear, they learn to show affection and attention, which builds certain character traits. What traits might develop from playing Hagi Wagi, a figure that appears to come to life and threaten workers at a toy factory?” she wonders.
Family psychotherapist and child psychologist Natalya Naumova offers a different perspective. She emphasizes that a child’s psyche is traumatized not by a specific toy but by how it is perceived and processed within the family context.
“Adults today often fear these toys more than the children themselves. They worry that Hagi Wagi or similar dolls might harm a child and overreact to protect them from perceived danger,” Naumova explains. She adds that adults can project their own childhood fears onto the child and overlook that such toys can sometimes teach resilience or help process fear, depending on the child’s interpretation.
Naumova notes that interest in Hagi Wagi spans across ages, with adults drawn by curiosity or horror themes, schoolchildren using the toy as a form of resistance or self-expression when parents disapprove, and young people sometimes seeking a sense of maturity by facing fear. She explains that these toys can enable a child to conquer fear and even laugh at horror, turning the toy into a playful, non-threatening character.
According to the psychologist, playing with frightening toys can offer insights into a child’s emotional world. In play, children may reveal underlying concerns or negative experiences and process them with peers and adults. This makes attentive listening essential for caregivers to understand what the child is really communicating through play.
Naumova warns that some children may become genuinely frightened by these toys over time. It is important not to dismiss the child’s feelings or pressure them to accept the toy, and parents should refrain from giving such toys to very young children. Young children may perceive the toy as a living being, and their fantasies can lead to wrong conclusions if not guided by supportive adults, especially since early cognitive development is fragile.
She adds that older children are less likely to be harmed by the toy, though a frightening incident could still trigger anxiety. If fear arises, it is important to address the child’s emotions, avoid shaming the fear, and work through the scenario with the child to help neutralize lingering negative associations. This approach can help gradually reduce distress and restore a healthy sense of safety.