By Gary Symons
TLL Editor in Chief
The viral TikTok character Sad Nuggie is a little happier these days, boasting a growing fan base and success in licensing.
If you’ve never hear of Sad Nuggie, don’t be surprised. The character and brand was launched less than two years ago, in August of 2022, but is growing fast with a soaring audience on Tiktok. The brand is now represented by Dimensional Branding Group.
Sad Nuggie is described as “The worlds favorite sad chicken nugget, that brings smiles and laughter to people all around the world through gifs, comics, products, and more. Sad Nuggie is known for his lovable, relatable, and adorable personality. He may be constantly stressed and depressed but he wishes nothing but the best for all his friends. If you ever need someone to talk to, Sad Nuggie is always there.”
While Sad Nuggie addresses issues like anxiety and depression, the videos are short, uplifting and humorous, and have already earned a massive and growing audience.
The character and company were created by Canadian entrepreneur Ryan Thompson, who created the character out of his own struggles with mental health. Sad Nuggie is, in many ways, a representation of myself. Almost all of the ideas for Sad Nuggie come from my day to day life. I love video games, watch horror movies, snacking, sleeping, and am constantly battling with mental health. Sad Nuggie is a way to express what I, along with millions of others are dealing with. It’s been amazing seeing Sad Nuggie resonate with hundreds of millions of people around the world!”
The look and feel of the character Sad Nuggies was created by Anastasia Sevastyanova, known on Instagram as Sevastai, who has worked as a freelance digital illustrator since 2019, working on several books for children and young adults.
Sad Nuggie’s blend of insight and humor has allowed the account to amass a large following that continues to grow rapidly, according to Claire Westlund, licensing manager with Dimensional Branding Group.
“Born in August 2022, Sad Nuggie skyrocketed to social media stardom, amassing a following of over 3 million fans and steadily growing,” Westlund says.
The character has already done a collaboration with the star singer/songwriter SIA in a music video for her hit song “Gimme Love,” and was involved in an ad for Baldur’s Gate 3 featuring “nuggified” characters. “Sad Nuggie appeals to a wide demographic,” Westlund says. “Beyond its undeniable entertainment value, Sad Nuggie is deeply committed to giving back, partnering with esteemed organizations such as the Trevor Project, UNICEF, and the Canadian Mental Health Association.”
Branded consumer products have been a big part of Sad Nuggie’s success since the beginning. The company sells a variety of stickers, apparel, notebooks, keychains and plush toys on its website.
Now represented by Dimensional, the brand is working on new licensing deals, particularly in the categories of fashion and apparel, collectibles, novelties and stationary.
Those interested in exploring licensing options can reach Westlund by phone at 920.822.3951, or email at claire.westlund@thevillage.bz.