The Chic-a-boo thumb-sucking monkey doll, a favourite from the 1970s and 80s, is making a comeback this Christmas under the rebranded name Monchhichi. The furry brown monkey with a plastic face, designed so its thumb fits into its mouth, originally came with bibs, hats, bows and other outfits.
Monchhichi rebrand and range
Rebranded as Monchhichi, the toy now offers 15 different varieties in the core range, plus others in the friends and Bebechhichi ranges. Options include a girl in a bee dress and one dressed as a dinosaur.
The classic Monchhichi comes with a blue, pink or red bib. The teddies are available from retailers including Smyths, The Entertainer, Selfridges and Miniso, priced from £16.99, with plush keyrings also available for £9.99.
Production and nostalgic appeal
Produced by Bandai UK Ltd, the toy's supplier Sekiguchi Co. Ltd, which launched the product in the 1970s and still manufactures it today, confirmed it "was a popular product worldwide" back in the day and "remains so to this day".
Priya Jadeja, brand manager at Bandai UK Ltd, said: "Monchhichi was an instant sensation upon its 1974 launch, quickly capturing the hearts of Japan before seeing a similar reception across Europe and North America."
She added: "We're delighted to see the brand enjoying a strong resurgence in popularity as a new generation, driven by Gen Z, social media trends and celebrity influence embraces its nostalgic charm."
Fans hold onto their originals
Gwen Birchall-Peake, from Manchester, still has the Chic-a-boo bought for her by her late dad David Birchall 45 years ago. She said: "My dad bought it for my eighth birthday from a shop in Chorlton called Quarmbys, it's now a bar called Dulcimer."
Gwen, 53, said she has bought herself one of the new Monchhichi teddies from Selfridges, but she won't be parting with her original. Lorraine Madgwick also recalls her Chic-a-boo and said she still has the "favourite toy" from when she was just four years old.
The 50-year-old said: "It was given to me on my fourth birthday from my mum and dad's friend. I used to take him to school, but I nearly lost him aged nine so I kept him home after that."
