Bobbie Goods: learn the story of the little book that became a hit in Brazil

Bobbie Goods It's more than just a cute little book with childish features — it's an unexpected cultural phenomenon that has taken over social media, backpacks and even the shelves of Brazilian stationery stores.

Amidst so many ephemeral internet trends, how did a simple notebook of artistic activities become a symbol of reconnection with affection, creativity and visual culture?

In this article, you will understand:

• How the phenomenon arose Bobbie Goods
• Why it went viral among Brazilians
• The role of TikTok and nostalgia in popularization
• How Branding Builds Community and Belonging
• What is the psychological and cultural impact of the trend?
• The challenges of conscious consumption
• The future of artisanal products in the digital age

Let's dive into this story that proves that not every digital craze needs to be empty of meaning.

The beginning of a hand-drawn universe

It all started with Californian artist Bobbie Lee, who sold her illustrated notebooks on Etsy.

During the 2020 isolation, she started sharing slow-paced videos, showing her creative process with markers, watercolors and lots of paper.

The simple, childlike style contrasted with the tension of the pandemic, and the lightness of the content gained ground.

Rather than investing in commercial trends, Bobbie stayed true to authenticity: the drawings resemble school doodles, the cutouts refer to childhood art classes.

This authenticity became their trademark. In 2021, the products began to go viral among slow living and digital journaling communities. But the real boom would come later.

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Brazil discovers little books

The arrival of the Bobbie Goods to Brazil happened almost by chance. In 2023, a Brazilian influencer shared her unboxing on TikTok, delighted with the “foreign books that calm the mind”.

The video reached 2.5 million views in just a few days. From then on, the ripple effect was inevitable.

For the Brazilian public, accustomed to aesthetic pressure and exhausting productivity, the little books emerged as a playful refuge.

The idea was not to be an artist, but to feel good. With each colorful page, more people found space to explore emotions without rules.

TikTok played a central role in this dissemination. Hashtags such as #bbobbiesgoods, #livrinhodaBobbie and #arteterapia reached peaks of 300 thousand mentions in less than two months.

Influencers such as Fernanda Versolato and Gabi Oliveira have also adopted the little books as part of their self-care routine.

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Nostalgia, aesthetics and emotional resistance

Behind the apparent simplicity of the Bobbie Goods, there is a dense layer of symbolism.

Nostalgia for paper, the revival of handwriting and the pleasure of doing things with one's own hands are combined with a purposefully childish aesthetic. This combination is not random.

Neuroscientist Pedro Caldas, from UFRJ, stated in an interview with “Galileu” that “manual activities with an affective bias stimulate the production of dopamine in a more organic and lasting way”.

This helps explain why pasting, drawing or creating scenes with the stickers in the booklets promotes a feeling of well-being and relief from anxiety.

It’s a silent, non-commercial form of self-care. Something like growing a mini vegetable garden in recycled pots: small, sensorial and highly symbolic.

In times of burnout and doomscrolling, this has enormous value.

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The impact on interpersonal relationships and the market

The growth of Bobbie Goods in Brazil it also caused changes in social relations.

Instead of likes or reactions, engagement with the booklets involves exchanging materials, collage meetings and even in-person events, such as the “booklet clubs” that have emerged in cities such as São Paulo, Belo Horizonte and Curitiba.

An example of this is the group formed by employees of a fintech company who, every Friday, set aside 30 minutes for activities with the booklets as a way of mental decompression. “It has become a ritual.

We talk less about goals and more about how we felt during the week,” says one of them.

The impact was also felt in retail. Artisanal stationery stores began offering products inspired by the Bobbie style: handmade stickers, stamps with encouraging messages, washi tapes with retro designs.

Small graphic design entrepreneurs saw a new economic opportunity emerge with the appreciation of handmade products.

The access dilemma: exclusivity or exploitation?

With success came scarcity. Bobbie Goods products are sold in limited batches and sell out in minutes. This has created a booming parallel market in Brazil, with kits being resold for up to R$1,400.

Bobbie has already spoken out about the problem, asking consumers to only buy from official channels.

The situation exposed the dilemma of accessibility in artisanal products: how to maintain originality without falling into the trap of mass production?

This scenario also fueled a discussion about emotional piracy. Several profiles began scanning pages from the booklets and distributing them for free in WhatsApp and Telegram groups.

Although the gesture comes from a desire to share, it harms the author and trivializes the concept.

Data that reveals a real trend

According to a survey by Google Trends, between July 2023 and May 2025, searches for Bobbie Goods in Brazil they increased by more than 760%.

Words like “collage book,” “paper art therapy,” and “bbobbies downloads” are among the terms on the rise.

Furthermore, the WGSN Behavioral Trends Report for 2025 indicates that products with affective and artisanal value are expected to dominate the creative market by 2027. This reinforces the idea that the phenomenon is not temporary.

Check out the official WGSN report on visual behavior and culture in 2025.

The language of lightness as a positioning

Interestingly, the biggest difference between the Bobbie Goods It is not in the product itself, but in the emotional language it carries.

Phrases like “my little book moment” or “collage Sunday” have become common expressions on social media.

This emotional vocabulary is a powerful organic branding strategy. It connects people through common emotions: tiredness, anxiety, desire for lightness.

This makes consumption almost secondary to the emotional experience that the product provides.

The role of emotional education in this process

Educators and psychologists have observed how the use of booklets also impacts emotional development.

Schools that adopted activities inspired by Bobbie Goods report greater concentration and empathy among students.

Occupational therapist Ana Vasconcellos comments that “the manipulation of colorful materials, with symbolic meanings, helps children and adults to name feelings that they were unable to verbalize”.

Of course, this is especially relevant for people with ADHD, social anxiety, or mild autism.

Frequently Asked Questions

1. Where can I buy original Bobbie Goods products?
The official store is the website bobbiegoods.com, with periodic updates on releases.

2. Is there a Portuguese version of the booklets?
Not until July 2025. But the visual language is intuitive and does not require an understanding of English to be used.

3. Are there similar national options?
Yes. Several Brazilian artists are creating little books inspired by collage and creative journaling. Just search for “little handmade book” on social media.

4. Is the use of booklets proven to be therapeutic?
They are not clinical instruments, but many professionals recommend them as complementary activities to alleviate symptoms of stress and anxiety.

5. How to avoid counterfeit products?
Avoid purchasing from unverified marketplaces and opt for official stores. Checking the brand's official Instagram also helps you identify real launches.

6. Are the brand's products sustainable?
Yes. The brand uses recycled paper and prints with water-based ink, respecting the concept of conscious production.

7. How to participate in communities about the booklets?
There are open groups on Telegram and WhatsApp, as well as hashtags like #bbobbiesgoods and #livrinhobr to find people with the same interest.