Blåhaj

This article is about the toy. For the shark species with the same name in Swedish, see Blue shark.

Blåhaj (Swedish pronunciation: [ˈblôːhaj] ^ⓘ; lit. 'blue shark'; colloquially anglicized as /ˈblɑːhɑːʒ/, /ˈblɑːhɑː/ or /ˈbloʊhaɪ/) is a plush toy manufactured and sold by the Swedish company IKEA. Modeled after the blue shark and made of recycled polyester, the toy has become a globally popular internet meme since the late 2010s. For example, it has become a cultural icon in countries like Russia and China, played a symbolic role in Switzerland's same-sex marriage referendum, and found special significance within the transgender community.^[1][2][3] It has also been used as a mascot by IKEA in some regions.

Blåhaj

Small and large variants of Blåhaj, displayed from the bottom (above) and side (below)
Type	Toy shark
Invented by	IKEA of Sweden
Company	IKEA
Country	Sweden
Materials	Polyester
Features	Soft toy
Official website

Product description

A blue shark, the model and namesake of Blåhaj

Blåhaj is a stuffed toy resembling a blue shark. Both the outer fabric and the hollow fiber filling are made out of polyester, and in addition, the filling is 100% recycled. It is available in two sizes – a large 1-meter (39+1⁄4 in) version and a small 0.55-meter (21+3⁄4 in) version – and can be machine-washed at 40°C (104°F).^[4][5] Its name is derived from the Swedish word blåhaj, meaning 'blue shark'.^[6]

IKEA plush toys, including Blåhaj, are designed with embroidered eyes rather than the commonly used plastic ones. This design is primarily a safety measure to eliminate the choking hazard that detached plastic eyes pose to young children. Additionally, IKEA states on its website that this method enhances the toy's durability, ensuring it can better withstand play and washing over a long period.^[4][7]

Production and distribution

IKEA first sold its shark plush design from at least 2008 under the names "Grössby" (stylized GRÖSSBY; Swedish pronunciation: [ˈɡrœsːbyː]^{[tone missing]})^[8] and "Klappar Haj" (stylized KLAPPAR HAJ; Swedish pronunciation: [ˈklapːar haj]^{[tone missing]}; lit. 'petting shark'). Unlike the current blue Blåhaj, these original versions were grey. The Grössby variant featured a slightly stiffer filling, comparable to IKEA's "Ensta" (Swedish pronunciation: [ˈeːnsta]^{[tone missing]}) killer whale plush.^[9]

By 2012, IKEA transitioned to using blue fabric for the plush but continued to use the "Klappar Haj" name.^[10] The product was rebranded with the current "Blåhaj" name in early 2014.^[8]

An earlier predecessor, named "Korall Fisk" (stylized KORALL FISK; Swedish pronunciation: [kʊˈralː fɪsk]; lit. 'coral fish'), dates back to 2006.^[8]

Blåhaj are manufactured in Indonesia^[11] and Ludhiana, India.^[12]

In response to the toy's popularity, IKEA has produced a line of Blåhaj shopping bags, which are sold at its stores in some regions, including Taiwan and Malaysia.^[13][14] IKEA has also used Blåhaj in marketing material; IKEA Japan used the toy as a mascot in a marketing campaign for tiny apartments sold by IKEA in the region. In the campaign, Blåhaj plays a real estate agent who envisions a tiny apartment.^[15][16] IKEA of Malaysia and Taiwan sold red-bean and sesame-filled buns resembling Blåhaj.^[17][18] IKEA Hong Kong featured Blåhaj as part of an advertising campaign for its Tsim Sha Tsui branch, punning the location as "Tsim Shark Tsui".^[19]

As a cultural phenomenon

See also: LGBTQ symbols § Blåhaj

According to Know Your Meme, whimsical photographs of Blåhaj circulated on Tumblr and Instagram as early as late 2014.^[8][20] By 2018, Blåhaj gained wider prominence as an internet meme, with social media users worldwide, such as in Russia, posting lighthearted images featuring it.^{[1][21][22][23]} Many of these featured the toy in human-like scenes, such as reading a book or dining with other Blåhajs.^[24]

Blåhaj held during London Pride 2023

Since 2020, Blåhaj has also been associated with the LGBTQ and particularly transgender communities, in part because observers noticed that the primary colors of the toy (blue body, pink mouth, and white belly) matched the colors of the transgender flag. IKEA appeared to acknowledge this phenomenon, without explicitly mentioning it, when the company ran a series of ads supporting the 2021 Swiss same-sex marriage referendum. One such ad featured Blåhaj in bed with IKEA's polar bear toy, Snuttig (Swedish pronunciation: [ˈsnɵtːɪg]^{[tone missing]}).^{[3][6][25][26]} Some transgender people buy a Blåhaj or are gifted one as a rite of passage after coming out.^[11][27]

The toy has continued to inspire memes and social media posts on Instagram, Twitter, Reddit, and TikTok,^[21][28] and is a popular product in numerous territories.^[1][29] Blåhaj also made a brief appearance in the Marvel Studios-produced television series Hawkeye.^[28]

In September 2021, concerns arose after Twitter accounts representing IKEA in Ireland and Singapore suggested, in response to customer inquiries, that Blåhaj would be discontinued in April 2022. These worries intensified as the toy was reported to be out of stock or delisted from IKEA stores in China, Taiwan, and Singapore. The news prompted a significant social media reaction, with "Blåhaj" trending for several days as fans expressed fears of the toy becoming "extinct".^[2][30][31] Subsequently, IKEA's USA Twitter account affirmed the toy's continued availability in the United States,^{[6][30][31][32]} and IKEA's Media Relations team later clarified that Blåhaj was not being discontinued globally. They explained that the delistings and stock issues in some countries were due to temporary supply chain disruptions.^[33]

Following this, fans reacted with mock outrage when IKEA stores in Hong Kong showcased Blåhaj in a demonstration of vacuum packing bags, jokingly acting as if flattening them was an act of cruelty.^[34][35]

In November 2022, IKEA Canada hosted a giveaway offering transgender people a special edition Blåhaj in the colors of the transgender flag, with their name embroidered on their fin.^[36] One of these was gifted to a sexual health center in Halifax, Nova Scotia.^[37]

See also

• Costco bear, a stuffed bear sold by a big box retailer that has attained a similar level of pop culture status
• Djungelskog, a stuffed bear from IKEA that became an internet meme