The line comes from Pennywise, the shapeshifting clown in Stephen King's IT, who uses it to lure Georgie Denbrough into the storm drain in the story's opening scene. It has become one of the most quoted lines from the franchise, resurfacing with each film adaptation and spreading through horror compilations, Halloween edits and short-form videos. Its staying power comes from how quotable and instantly recognisable it is, even for viewers who have never seen the full film.