The Unicorn craze — a trend known for bright, pastel colors, iridescent gems and everything sparkling — made an extravagant entrance into the consumer world this year. The trend has been used by well-known brands, like the Unicorn Frappuccino at Starbucks, but it’s not just big-name brands that are hopping on this trend train. Unicorn inspired hair colors, t-shirts, bagels and even make-up highlighters can be found almost anywhere.

So what’s the deal with the unicorn craze? Some experts say that there’s always been a public interest in all things “unicorn.” After all, what’s there not to love about the whimsical, fairytale creature? The difference between the past and now is that people have a way of sharing this unicorn love over social media, causing the trend to go viral and become very popular.

Sadly, like most popular social media fads, this trend has come and will most likely go. Smart brands, like Starbucks, know to only introduce trendy items as “limited time only” products. The overall marketing moral of this unicorn story, is to play into trends with your consumers, but know when to move onto the next.