Learn about Blåhaj

Popularity

When Blåhaj was first actually released in 2014 it recieved little fanfare. But it slowly picked up traction on tumblr by user sharkhugger who would post pictures of their Blåhaj in day to day situations. This would continue on to 2016 untill the posts started gaining more and more traction, which led more users to post their own images.

Meme

The plush shark started gaining popularity when images of Blåhaj started circulating different platforms showing it in different day to day situations. Following this, the shark promptly became a meme, with many more social media users worldwide, such as in Russia, posting lighthearted images featuring it. Ever since then the toy has continued to inspire memes and social media posts, and is a popular product in numerous territories. Tons of fanart, funny pictures, general memes and more are being created to this day.

LGBTQIA+

In the western online world, Tumblr and Reddit (specifically r/BLAHAJ) became the center of all the hype around Blåhaj in the late 2010s. It was there that the shark evolved into an icon for the LGBTQIA+ community - in particular the transgender community, probably stemming from the resemblance between the colors of the transgender pride flag (blue, pink, and white) and those of the shark (blue body, pink mouth, and white belly).

Ahead of the 2021 Swiss referendum on marriage equality, IKEA launched a promotional campaign titled "The Marriage Bed for All", wich featured pairs of different IKEA plush toys sharing a double bed - including a Blåhaj alangside the polar bear Snutting.

In November 2022, IKEA Canada hosted a giveaway offering transgender people a special edition Blåhaj in the colors of the transgender flag, with their name embroidered on their fin.

For pride month in June of 2026, IKEA Spain's official YouTube channel posted a video announcing the Blåhaj empathy manual. This included a PDF document, which is uploaded on the IKEA website. Different to most manuals it doesnt contain assembly instructions but it teaches the reader how to be more understanding to people of the LGBTQIA+ community. It is the first IKEA plush to have a instruction manual.

Other

In September 2021, many customers got concerned after Twitter accounts representing IKEA in Ireland and Singapore suggested that Blåhaj would be discontinued in April 2022. Worries intensified after the toy was reported to be out of stock or delisted from IKEA stores in China, Taiwan and Singapore. Following this many fans expressed their fears of the toy becoming extinct and gettign "Blåhaj" trending for several days. Afterwards IKEA confirmed that the plush toys would be continued globally and the delistings and stock issues have happened due to temporary supply chain disruptions during the COVID-19 pandemic.

To promote vacuum-sealed bags, in 2022 IKEA HK flattened out multiple Blåhaj to display the vacuum-sealed bags, which caused a huge outrage amongst fans.

Blåhaj also made a brief appearance in Marvel Studios-produced television series Hawkeye (s1e1 and s1e3) and in Ms. Marvel.

IKEA Japan has additionally used Blåhaj as a mascot in a marketing campaign for tiny apartments sold by IKEA in that region. In the campaign, Blåhaj plays a real estate agent who envisions a tiny apartment.