How Sylvanian families became the Kardashians of TikTok
OMG. Okay, so these are my OBSESSION CONFESSIONS. I know, maybe it’s a little embarrassing, but come on… Surely I can’t be the only one? This series is about all the things that we can’t take our eyes off, the latest viral TikTok trends, the secret infatuations with certain former boyband members…okay I’m only going to say this one more time, surely I can’t be the only one?
Let's be real, the past year has felt like living in some kind of warped parallel universe. If two years ago you told me I'd be watching short clips of Sylvanian families having affairs and killing each other on TikTok, I would have asked if you were on something.
For those of you who don't know what Sylvanian families are (what have you been doing, living under a rock???); they're small figures of different animals that originated in Japan in 1985, before coming to the UK just two years later. The brand claims to have three values at its heart: nature, love and family. Knowing this, I wonder how the brand would react upon seeing TikTok’s latest viral sensation, @sylvaniandrama. Created by 19-year-old Irish student, THEA VON ENGELBRECHTEN, the account was inspired by cult classics including Cruel Intentions and Gossip Girl (the OG, not the remake obvs). Over lockdown, von Engelbrechten decided to use her childhood Sylvanian families to create bizarre and overly dramatic scenes, set to our favourite ‘00s bangers and emotional Taylor Swift ballads. “I kidnapped him, don't tell anyone tho it's kinda cringe,” reads one storyline of a bunny kidnapping a mole. Ridiculous or genius? Either way, the account has over 600 thousand followers and has racked up 13.4 million likes over its short lifetime. Clearly, the content is resonating.
But what was the tipping point? When did we all become so obsessed with small toy animals creating more drama in a ten-second clip than a whole series of Eastenders - and yes, we definitely have watched 42-part episodes of our fave soaps on TikTok, because what’s the point of actually watch it on TV? Short video clips are the perfect form of entertainment for our generations dwindling attention spans - just nobody can sit through a two-hour film anymore. At least, not without a quick social media break. The absurd story lines of @sylvaniandrama keeps us happily entertained, the toys being a comforting nostalgia during a time of incredible uncertainty. There’s even merch if you’re feeling extra sentimental.
With the resurgence of childhood favourites from Care Bears and Bratz to Betty Boop and Hello Kitty (although let’s be honest, Hello Kitty was forever in our hearts), our beloved characters are taking on new lives through our technology and clothing. I wouldn't be surprised to see brands like GCDS and LAZY OAF collaborating with Sylvanian Families over the course of the next year - just imagine those GCDS Care Bear bikinis but with the handsome 'pizza mole' instead.