Huggy Wuggy first appeared as the main toy antagonist in Poppy Playtime, the indie horror game released in 2021, where players explore an abandoned toy factory and are hunted by the giant blue doll. Clips of his voice and appearance spread quickly through gameplay videos, reaction content and short-form edits, turning him into one of the most recognisable horror game characters online. Because the clip is so short, creators still use it as a quick horror game jumpscare cue, a warning that something creepy is about to happen, or a shorthand reference that fans of the game recognise instantly.