Crammed with all the essentials in their bags, moms who use plenty of water bottles and snacks are creating a Bogg Bag boom as they scramble for the coveted land.
The giant plastic device has gone viral online as it holds everything a parent could need for a day at the beach or after school pick-up.
On TikTok, where the $90 bag has gained a cult following, moms share their Bogg Bag refill routines — emptying, cleaning and refilling their luggage with essentials — and poking fun at the bag’s sheer volume.
“I absolutely love it,” exclaimed a creator named Krystine in an online video showing off her bright green outfit and explaining that she uses it “all the time.”
“You POV on the Bogg Bag craze and you love it,” another mom wrote on TikTok.
Not only is it made from easy-to-clean EVA, a rubber-like plastic material, but the exterior can be embellished with custom buttons reminiscent of the Croc Jibbitz.
Popularity among mothers and suburban women working in medical or educational professions has boosted sales from roughly $3.6 million in sales in 2019 to a projected $100 million this year, the company told Bloomberg.
It’s ironic, then, that when founder Kim Vaccarella created the Bogg Bag in 2009, the prototype was criticized.
“I was getting all these comments, like, ‘It’s too utilitarian for a woman,'” she told Bloomberg. “But it has to be utilitarian.”
She felt there was a gap in the market for moms who needed a bag that was big enough to hold all the essentials of parents and kids, but was also lightweight, easy to carry. cleaned and to stand upright.
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