All eyes were on the key chain on little Sasha's backpack on her first day of school in Washington.
Natalie Canull says, "Of course everyone took a million pictures of her and now everyone wants that Ugly Doll key chain."
Ugly Dolls have actually been around since 2001 and they've been one of the Mass Ave Toy's biggest sellers since the store opened in 2006.
Owners Natalie Canull and Julie Knight say demand for the dolls has definitely increased since Sasha Obama was spotted with one.
In fact, the Ugly Dolls almost sparked an ugly war between two customers.
Julie Knight said, "the one didn't want let go of the Ugly Dolls in her arms, and I finally told one of them we'd have to. We had to honor the person that had them on hold."