Dorset police are warning of the impact on young children of videos related to Huggy Wuggy, an anthropomorphic antagonist in the independently-developed horror game Poppy Playtime, released last year. The game itself is reminiscent of Five Nights at Freddy's: Security Breach and has been rated 12+ by Common Sense Media. An official plush toy with Velcro paws was released mid-March.

Media featuring the character is proliferating, including a depiction of Huggy's reassembly on TikTok and 'Free Hugs', a multi-verse song from the monster's point of view. Reports indicate that the friendly nature of the character's name seems to be allowing their content to bypass filtering that would usually defend young viewers from such disturbing content, similar to issues before YouTube's COPPA implementation.