Punch and Djungelskog: The Primates That Captured the World’s Hearts (and Wallets)

Even if you aren’t chronically online like I am, you’ve probably heard about Punch.  

For those of you who haven’t, Punch is a baby macaque monkey living at the Ichikawa City Zoo in Japan. Abandoned by his mother and rejected by the other macaques in the exhibit, a zoo employee gave him a plush orangutan from IKEA to bond with. As many heart-wrenching animal stories have in the past, Punch’s story went viral, sparking memes and internet discussions, as well as an effect on Google when you search “Punch the monkey,” and even an SNL skit.  

But Punch isn’t the only breakout star from this story. The plush orangutan, Djungelskog on IKEA’s website, is selling out in several countries.  

Of course, IKEA couldn’t have predicted the stuffed orangutan toy they donated to the zoo would go viral and lead to an influx of cash, but the way IKEA handled the situation showed real business savvy. Instead of letting the story happen on its own and the hype for their product fizzle out, IKEA took to social media, posting a photo of the Djungelskog plush with the caption: “We’re ALL Punch’s family now.” This further drove the orangutan craze and kept the momentum going. 

There’s a lesson for pet brands here: you can’t predict virality, but you can capitalize on it. IKEA had this opportunity handed to them on a silver platter, and the brand responded in just the right way, not only creating brand awareness but also actual sales.  

This is what brands should be doing. Aiming for virality is going to leave you disappointed, but being aware of what’s working and what viral moments your brand could capitalize on can help you strike gold.  

This is where BSM Partners comes in. We track and report on trends like this so you can stay up to date on what’s happening in the pet space and beyond. Staying tuned into our social media channels and the Barking Mad Podcast can give you valuable insights about what’s happening in the pet industry.  

This isn’t the end of Punch’s story, however. The videos circulating online have raised questions about humanization, as well as the welfare of Punch and other animals like him. Stay tuned for a follow-up article from my colleague, Dr. Jen Parsons, and I, which will dive deeper into this nuanced conversation about animal wellbeing. 

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About the Author

Cady Wolf is an Analyst at BSM Partners. She graduated magna cum laude with a degree in English from Brigham Young University-Idaho, and she currently lives in Rexburg, Idaho with her husband, their two cats, and pet tortoise. She loves animals and learning about how to help pet brands and pet parents alike.