Freddy Fazbear is the animatronic bear antagonist of Five Nights at Freddy's, the horror game series that first appeared in 2014 and grew through sequels, books and a film adaptation. The ur ur ur ur vocalisation became a shorthand for the character online, copied in impressions, remixes and short videos where the repeated chant signals Freddy without showing him. Its spread through gaming and meme communities kept the sound in use long after the early games, because a few repeated syllables instantly suggest nighttime suspense, animatronic danger and playful horror for fans.