What is it about the simple interaction of popping bubble wrap that makes it so fun? Mugen Puti Puti is a new toy produced by Bandai and has been called the “new tamagotchi.” It’s a simple square shaped keychain object, with tactile buttons that when pushed simulate the sound and sensation of popping bubble wrap. Every 100th push generates a random sound, like a “fart,” a “sexy woman’s voice,” or a “dog barking.” So far it’s a success. According to Businessweek, Bandai moved 300,000 of these in the first nine days, and is expected to sell more than 2,000,000 units by next March.

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