"So when I saw Blåhaj was back in stock near me, I snagged one immediately. "I think there's been a give-and-take between queer and trans content creators, the broader queer and trans community, and IKEA itself that has made Blåhaj an icon," said Emi. "In fact, Tumblr played a big role in me meeting queer and trans people, learning about my own gender and sexuality, and even buying my first breast forms and officially starting my transition." "It makes perfect sense to me because there was an incredible queer and trans scene on Tumblr back then," said Emi. She told Newsweek that she credits the rise of the shark's popularity as an LGBTQ+ icon to several factors, including the IKEA same-sex marriage ad and the shark's online popularity in the mid-2010s. While it may be unclear exactly when Blåhaj became an unofficial mascot for the LGBTQ+ community, the blossoming popularity of this plush sea creature among trans people is best observed in online communities.Įmi, who is a transgender woman, recently shared on Twitter that she had purchased a Blåhaj plush for her transgender nephew. Switzerland's same-sex marriage amendment was passed with a 64 percent yes vote and was entered into force in July 2022. One of these plush couples was the beloved Blåhaj the shark and Snuttig the polar bear-an image that seems to have stuck in the minds of many. In a series of pictures, the home retailer posed different stuffed toys in bed together with the message "marriage for all." Others say that its popularity among the trans community really gained steam in 2021 when the Swiss government held a referendum on same-sex marriage to amend the country's Civil Code to legalize marriage between persons of the same sex, update adoption rights for same-sex couples, and give lesbian couples access to assisted reproductive technology.īefore the Swiss public went to the polls, IKEA advertised its support for the legalization of same-sex marriage with an advertising campaign. One Twitter user wrote: "Just bought 4 mini Blåhaj for all the trans women in my life." By 2018, Blåhaj received viral status in Russia as owners shared pictures of their sharks in various real-life scenarios from cooking in the kitchen to riding a train.īlåhaj's first links to the trans community can be traced as far back as 2020 when one Reddit post shared a cartoon featuring the shark with the caption: "Blåhaj is an ally." Other internet users have joked: "The B in LGBT stands for Blåhaj." Meanwhile, many people have shared how the plush has become the perfect gift for loved ones. The toy first gained popularity on Tumblr in 2014 when it was released in IKEA stores. The toy has become an unexpected "trans icon" thanks to online popularity. IKEA stuffed shark BLÅHAJ in front of an inset of the transgender flag, a symbol of the transgender community. "I was never really into stuffed animals, but I am trans and Blahaj I knew was a trans icon so I had to get it." "I bought Bahaj for a joke really but the joke has a deeper meaning," TikToker Theodora Undergrove from Nebraska told Newsweek. Things that help us connect with other trans people online are so important because for a lot of trans folks the only way to be able to connect with people like us is through the internet." The fact that it's become a huge internet sensation for trans people gives us something to connect with others about. She told Newsweek: "It's a weird sense of trans solidarity. A Way to Connectįiadh shared a video featuring the shark on TikTok back in 2021. The toy has unexpectedly become a trans icon-found online in posts alongside pride flags, trans memes, and LGBTQ+ positive messages. But for many owners, it's about more than just a cute face. The friendly-faced toy has soared in popularity as thousands of people share their adventures with their own Blåhaj across social media. Launched in 2014 by Swedish furniture store IKEA, Blåhaj-pronounced blaw-high-translates simply as "blue shark" in English. "Blåhaj makes my worries go away when I cuddle him," said Victor, an owner of one of the internet's most famous stuffed toys.
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