The simple comfort of a stuffed toy has sparked an unexpected frenzy in the resale market. Following viral images of a baby monkey named Punch clutching an IKEA orangutan plush for solace, the toy—the DJUNGELSKOG—is now being listed on eBay for hundreds of dollars, far exceeding its original $20 price tag. The surge in demand comes as the Ichikawa City Zoo in Japan reports Punch is slowly integrating with his troop, but still finds reassurance in his plush companion.
The story of Punch, a Japanese macaque rejected by his mother shortly after birth in July 2025, resonated globally when videos emerged showing him carrying the orangutan toy as a substitute for maternal comfort. The zoo provided the plush to facilitate ease his distress, and it quickly became inseparable from the young monkey. The hashtag “keep going, Punch” gained traction as people around the world followed his progress, captivated by his resilience.
Now, that heartwarming story is fueling a lucrative side hustle for some. A quick search on eBay reveals listings for the DJUNGELSKOG orangutan ranging from $100 to as high as $350, with some sellers adding substantial shipping costs. The demand is particularly acute in Japan, the United States, and South Korea, where IKEA stores are reportedly working to restock shelves after being quickly emptied, according to reports.
A Viral Moment Drives Demand
The initial spark for the resale boom came from images and videos circulating online showing Punch’s attachment to the IKEA plush. The images quickly went viral, capturing the hearts of social media users and prompting a rush to purchase the same toy. The DJUNGELSKOG, already a popular item at IKEA, saw an immediate and dramatic increase in demand.
IKEA Responds to the “Punch Effect”
IKEA has acknowledged the surge in demand, attributing it to Punch’s story. Javier Quiñones, CEO and CSO of IKEA U.S. And now Commercial Manager at Ingka Group, told TMZ the orangutan plush has “long been one of the retailer’s most sought-after toys, but Punch’s viral story has given it ‘a little extra love.'” The company has responded by donating additional plush toys, including more orangutans and storage items, to the Ichikawa City Zoo to enhance the children’s visiting area, a donation made last Tuesday after observing the social media buzz.
Punch’s Progress and Continued Comfort
While the resale market heats up, the focus remains on Punch’s well-being. Zoo officials have reported positive developments in his social integration. Initially overwhelmed by attempts to rejoin the monkey troop, Punch is now showing signs of acceptance. Caretakers have observed other monkeys grooming him—a crucial signal of trust and bonding—and playing with him. In one encouraging moment, an older monkey was seen embracing him, indicating he is no longer entirely alone.
Despite these positive steps, the zoo emphasizes that Punch still relies on his plush toy for comfort. In a statement shared on X (formerly Twitter), the zoo reassured fans that while Punch may be “scolded” by other monkeys as part of the natural social dynamic, he demonstrates “resilience and mental strength.” The zoo encourages supporters to focus on Punch’s efforts to integrate rather than feeling sorry for him.
The Resale Market and Consumer Behavior
The rapid escalation of prices on eBay highlights the power of viral moments and the emotional connection consumers can form with seemingly simple objects. The phenomenon also speaks to the broader trend of online resale markets, where limited-edition or culturally significant items can command substantial premiums. The situation with the IKEA orangutan is a clear example of how a heartwarming story can translate into a significant economic impact, even if only temporarily.
As of February 22, 2026, IKEA is actively working to replenish stock in affected regions. The company hopes Punch will eventually feel comfortable enough to relinquish his plush companion, but for now, the little monkey’s comfort item continues to be a symbol of hope and resilience.
The Ichikawa City Zoo continues to monitor Punch’s progress and provide updates on his integration into the troop. Those interested in following Punch’s story can find more information on the zoo’s official website and social media channels.
Disclaimer: This article provides information for general knowledge and informational purposes only, and does not constitute medical or psychological advice.
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