IKEA's GREJSMOJS Bear Plush is Going Viral

This might be a great opportunity for resellers

News

By RC Staff

07 April 2026

Key Points

The IKEA GREJSIMOJS bear retails for $45 and is a limited-edition item from IKEA’s 2026 collection
Current eBay listings are asking around $90, though no confirmed sold comps exist yet
Some locations are already selling out, but availability varies store to store

IKEA has a real talent for accidentally creating resell opportunities, and the GREJSIMOJS might be the next one. The 39-inch beige bear from IKEA’s new 2026 collection has gone viral thanks to its admittedly hilarious silhouette — shoppers are calling it “a potato with arms” — and that kind of cultural moment has a history of clearing shelves fast. We covered a nearly identical situation with the Djungelskog orangutan earlier this year, and the resellers who moved quickly on that one made real money.

Viral GREJSMOJS Bear Plushes

The GREJSIMOJS is a 39-inch stuffed bear released as part of IKEA’s limited 2026 GREJSIMOJS collection, a 33-piece line the company launched in February across all markets. The name literally translates from Swedish as “thingamajig,” which tracks for a bear that looks like it gave up halfway through being a bear.

IKEA GREJSMOJS Plush Toy Limited Edition

The charm is exactly the problem-free weirdness you’d want out of a viral product: it’s enormous, soft, and goofy in a way that makes it genuinely funny to photograph. TikTok has latched onto it, major outlets are writing it up, and some IKEA locations are already reporting sellouts. It’s a limited-edition item, which means IKEA isn’t committed to restocking indefinitely the way they are with something like the Djungelskog bear.

Will These Resell?

Right now, asking prices on eBay are sitting around $90 for the large beige version. To be clear: these are active listings, not confirmed sales. No strong sold comps exist yet, which is the honest read on where the market is. That said, the Djungelskog orangutan followed a very similar path earlier this year — viral attention built, shelves cleared, and listings jumped to 4 to 5x retail before settling back down as IKEA restocked.

If the GREJSIMOJS follows the same arc and those $90 listings start converting, you’re looking at roughly $35 in profit after eBay’s 13% fee on a $45 retail item. Not a life-changing flip, but a solid return on a stuffed bear you can pick up during your next IKEA run.

This bear is 39 inches long. That is a large, awkward box to ship, and it will eat into your margin fast if you’re not careful. Oversized packaging, dimensional weight pricing, and the general hassle of shipping something this bulky can turn a decent flip into a break-even situation or worse.

The better play here is local. Facebook Marketplace avoids platform fees entirely and eliminates shipping, and if someone nearby is hunting for this bear, they will pay up to avoid the hassle of tracking one down. If you’re sitting on a few of these and your local market isn’t moving, you can always fall back to eBay, but keep shipping costs in your math before you buy multiples.

Bottom Line

This is a wait-and-see with real potential. The viral attention is genuine, the limited-edition status creates actual scarcity, and the Djungelskog precedent shows IKEA plushes can move quickly when the internet gets behind them. The missing piece right now is confirmed sold comps, so the honest advice is to check your local IKEA, buy one or two if they have them, and keep an eye on eBay sold listings over the next week. If sales start materializing at $80 or above, this becomes a legitimate opportunity to load up on.

IKEA’s return policy allows returns within 365 days with a receipt, which reduces your risk considerably if the market doesn’t develop.