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There's a new ugly little toy winning the internet

Business Insider·Roya Shahidi·about 1 month ago
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The Instagram account "Emy Adventure" first appeared in November and has gained over a million followers. Courtesy of Sachin Raoul Emy Adventure is Gen Z and Gen Alpha's new Instagram obsession. Emy, the plush toy, has been taken on wild adventures and gained over a million followers since November. The creator behind Emy said the idea is to inspire people to get outside. The internet can't get enough of this weird plush toy. An Instagram account called "emyadventure1" first appeared in November with a simple premise: every time it gained a follower, Emy, a custom-made green-and-yellow plush toy, would move 1 millimeter closer to being thrown from the world's tallest building in Dubai. The account quickly attracted thousands of followers, likes, and comments, and was thrown from 830,000mm, the equivalent height to the Burj Khalifa, in February. The stakes were raised again: in March, Emy was thrown from a high-altitude balloon, 116,419 feet above Kingston, New York.…

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