It's a strange time for brands. While the M&Ms are getting less sexy, the Build-A-Bear bears are becoming dirty little sex fiends.

At least, that appears to be what the Build-A-Bear company wants you to think. They've recently released a series of "After Dark" bears as a Valentine's Day promotion, and they are very heavily implying that it's a horny thing.

"Wink, wink –our Giftshop is full of gifts for adults too! Shop Build-A-Bear After Dark for unique gift ideas that are sure to get you hugged," Build-A-Bear's Facebook announcement states next to a picture of a lion-like bear posing in a silk robe in front of a fireplace next to two glasses of champagne. "Red hot gift ideas!" reads the image's text.

The idea that Build-A-Bear, which to this point had been very much known as a children's stuffed animal company, was getting into erotic teddy bears shattered many commenters' minds, as people seemed to take this as a sign of the end times.

Are we absolutely certain we haven't all died https://t.co/4NKayn0lAS

— L.D. Lewis, Tired (@Ellethevillain) February 4, 2022

The world is not ok. https://t.co/mpNQLnhzF6

— Yesha (@YeshaCallahan) February 4, 2022

damn Build-A-Bear you a freak fr https://t.co/otjJr22qJu pic.twitter.com/3ABSLGBJAm

— 𝗕𝗜𝗢𝗣𝗛△𝗡𝗬 (@Biophany) February 4, 2022

me: excuse me are these bears--

build-a-bear worker: incredibly horny? hell yeah

me: i was gonna ask if they’re hypoallergen--

worker: they will FUCK your WIFE! pic.twitter.com/W17j9BDfPN

— ɢʀᴇɢɢʏ (@itmegreggy) February 4, 2022

Why is build a bear making horny bears? Sherbet only has one R? What is going on? pic.twitter.com/IQNQn12ee7

— The Heavy Chested Homie (@Tity2Jans) February 4, 2022

It appears Build-a-Bear got the attention they wanted with their eye-catching ad campaign because a quick perusal of their adult bears shows that these bears could not be more chaste. Most of the "adult bears" are simply wearing shirts with captions like "I love you" or "I think we should date." One bunny has a shirt that says "It's wine-o-clock somewhere!"

Build a bear After Dark collection🤔#MixedFeelings😁 pic.twitter.com/GBnzzYZPGQ

— Lori G (@mrslorijg) February 4, 2022

It looks like the reaction to so-called "horny teddy bears" was driven by a CNET article where the writer comedically played up their reaction to Build-A-Bear's ad campaign. If you wish to get an "adult" Build-A-Bear for your significant other this Valentine's Day, just know the message you'll be sending will be less "we should have sex" and more "we're 35 and exchanging gifts in front of our two children."