A Belfast school has issued a warning to parents after pupils as young as Primary One had been watching videos including a character called Huggy Wuggy.
The dangerous videos have been accessible to kids through YouTube and TikTok and show a razor-toothed character which is part of a horror game.
The trend has been worrying parents whose children have been seen mimicking clips from the game in the school playground, which includes the scary creature singing about "hugging and killing" and asking viewers to "take their last breath".
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Cregagh Primary School in East Belfast warned parents of the trend and asked them to be vigilant around what children are watching.
In a post on the school's Facebook page, principal David Hegarty said: "It has been brought to my attention that a character named 'Huggy Wuggy' is being viewed by our children online, some as young as Primary One.
"The character can be easily viewed on YouTube channels and is a teddy bear with razor sharp teeth that sings worrying songs about hugging and killing. On one of the videos the bear asks the viewer to take their last breath.
"It is a very deceiving characters, as hugs should be seen as something kind and loving, and because of its name is able to infiltrate firewalls and filters.
"I just wanted to inform parents so you are aware and can be vigilant around what your children could be watching."
The same post was also shared to the Facebook page of Abbot's Cross Primary School in Newtownabbey.
The school's principal, Joanne Griffith, told Belfast Live: "Huggy Wuggy at first appears to be something comforting and helpful when in fact much of the content is frightening and potentially damaging to our children’s sense of wellbeing and safety.
"We would urge parents to respond appropriately if their child talks about Huggy Wuggy: to explain gently that Huggy Wuggy frightens and hurts others and to divert the child’s attention to one of the many other truly child friendly games or characters available.
"Parents, schools and other agencies have worked really hard to support our children through the unavoidable stresses of the past few years and involvement with this kind of horror game character is adding to their stress and anxiety."
The police have also issued guidance to parents.
Chief Inspector Joanne Gibson said: "We are aware there is a cartoon character on various internet sites called Huggy Wuggy. This character sings menacing songs and acts in a way which is not in any way appropriate for a young audience.
"I’d urge parents and guardians to continue to talk to their children and young people about being safe online, while also ensuring they are fully aware of what they are viewing.
"It’s important to make your child aware of online dangers and make sure they know they can speak to someone if anything or anyone online causes them concern or upsets them."
For more information on Internet Safety, see www.psni.police.uk/advice_information/internet-safety/ or go to www.getsafeonline.org
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