As More People Shop Online, Bubble Wrap Is Surging in Popularity Again

Found in millions of packages—as well as the Guinness World Records book

bubble wrap with text bubbles on it
Bubble Wrap has gone from just a practical shipping accompaniment to a fun prop for things like weddings. Plus, it's fun to pop. Getty Images

A few years ago, a video game company reached out to Sealed Air Corp. with a strange request: It wanted to license the trademarked name of Bubble Wrap for a stress-relieving app it was working on.

This story first appeared in the July 13, 2020, issue of Adweek magazine. Click here to subscribe.
@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.