How the Viral Staples Baddie Is Turning a Struggling Retailer Into a Gen‑Z Obsession

A Staples employee known as Staples Baddie is going viral for revealing the retailer’s little-known offerings.

BY VICTORIA SALVES, EDITORIAL FELLOW

Illustration: Inc; Photo: Getty Images

Once known as the go-to office supplies retailer and the ultimate back-to-school shopping destination, Staples is now capturing a fresh wave of attention thanks to one of its employees known as Staples Baddie.

The TikTok creator known online as Oblivion (@blivxx), whose real name is Kaeden, is going viral for showcasing various unique and little-known services that Staples offers beyond office supplies.

“It’s come to my attention that y’all don’t really know the full scope of what Staples, like, does. We can make ornaments. We can make mugs, shirts, backpacks, signs, posters, whatever you could need. A banner that’s like eight feet long? Sure. Why not?” Kaeden said in a pinned video with over 5.4 million views.

The print and marketing department employee clearly understands her younger audience. Her TikTok’s range from ASMR videos that walk viewers through Staples’ custom print options, to highlighting reward programs and the latest deals.

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She even breaks down the pros and cons of using iPostal1, Staples’ direct-mail service, for everything from small-business needs to wedding invitations and—though she doesn’t recommend it—the option to use “the direct mail service for evil against your ex.” 

Kaeden even takes crowd requests showcasing cute office supplies and stationery used to create junk journals—a popular scrapbooking trend that turns everyday objects into collages.

Viewers are praising Oblivion as a social media “marketing genius,” for bringing younger audiences into the Staples-fold (pun intended) and marketing dull office services as something that Gen-Z can connect to.

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