‘Staples Baddie’ went viral. Here’s what the retailer is doing about its Gen Z employee’s internet fame

By now, the so-called “Staples Baddie” may have crossed your feed with her tutorials and informational videos exploring her workplace. TikTok creator @blivxx, known online as Oblivion, started getting attention in January for highlighting niche services and products offered at Staples.

It’s a distinctly Gen Z approach to social media. Videos from Staples Baddie (whose real name is Kaeden) feature ASMR, heavy slang, and an authenticity that has viewers—and brands—hooked.

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