Put it near the end of a build-up, just before the reveal, then follow it with the FNAF Jumpscare Scream for the payoff. For a slower scare, open with the Inception Horn, let the scene sit, and save this laugh for the moment the toy is found.
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This is a short, just over three-second laugh from Huggy Wuggy, the tall blue furry toy with a wide grin, whose chuckle sounds playful at first and then wrong. It feels creepy and unsettling, like a friendly mascot suddenly turning menacing, and it comes from Poppy Playtime, the horror game where the toy stalks the player through an abandoned toy factory.