Do you have a habit you do without even thinking about it? People cannot resist the urge to pop bubble wrap, a protective insert used in transporting goods. Right now there is a popular toy that appeals to the instinctive part of the brain that controls habits, the popularity of which is spreading in both children and adults.

(C)2008 BANDAI・WiZ

(C)2008 BANDAI・WiZ

What started the boom was the fall 2007 introduction of the “Eternal Pop Pop”.　With the Eternal Pop Pop one can enjoy the sensation of popping bubble wrap over and over again. With its simple and repeatable operation, one can enjoy this habit-making sensation anywhere with this toy. Also, with the Eternal Pop Pop, a special sound is made every 100 times you push it. This too adds to the enjoyment. In addition, in spring 2008 a new “Eternal Pop Pop Little Moe” version featuring the popular Japanese voice talent Moe was introduced.