A heartwarming Christmas advertisement from French supermarket chain Intermarché has sparked unexpected global demand for a plush toy version of its animated wolf character. While the ad-featuring a lone wolf embraced by a community after offering a vegetarian meal-has garnered nearly a billion views and revived interest in the song *le Mal-aimé*, the surge in popularity has created logistical challenges for the company and prompted warnings about counterfeit merchandise already appearing online [[1]]. Intermarché is urging consumers to be cautious as the official plush toy won’t be available until 2026,with production planned to remain within Europe.
Fans will have to wait a bit longer to cuddle up with the breakout star of Intermarché’s viral Christmas ad. The French supermarket chain announced Monday, December 15, that the plush toy version of its beloved wolf won’t be hitting shelves until next year, according to Thierry Cotillard, head of the Groupement Mousquetaires /Intermarché.
“We knew it was good, but to have it go around the world…,” Cotillard said in an interview with France 2’s 20-hour news program. “We’ll have 1 billion views this week,” he announced, celebrating what he called “Loup mania.”
The heartwarming commercial, created by French animation studio Illogic Studios, features a lonely wolf initially feared by other animals. He wins them over by cooking vegetables and ultimately shares a festive vegetarian meal with his new friends. The ad has also sparked a resurgence in popularity for Claude François’ song le Mal-aimé, with streams increasing fourfold since the spot’s release, a spokesperson for the studio said.
The demand for merchandise, particularly the wolf plushie, has taken the company by surprise. “We’ll be able to produce around a hundred by the end of the year,” Cotillard explained, adding that they will be donated “to associations for children.” A wider release is planned for next year: “Under the Christmas tree in 2026, you’ll find this little plushie made in France” or, alternatively, “made in Europe.” He emphasized the importance of staying true to a “Cocoricco victory,” adding, “We specifically chose to be consistent and not import it from China.”
The popularity has already led to a surge in counterfeit products. Intermarché warned on Sunday about fraudulent sales of the wolf plushie. “Be careful, be vigilant, there will inevitably be scams, even fraud. Intermarché will not be selling it this year,” Cotillard insisted.
The company has reported the fraudulent website le-mal-aime.fr, which is offering the plushie for €14.90 with a delivery promise before the holidays, to the relevant authorities. The site also uses the supermarket’s logo.
The Intermarché Christmas ad has become a global phenomenon, proving the power of heartwarming storytelling in advertising. The campaign’s success has quickly turned the animated wolf into a must-have item for the holiday season.
