The earliest "Rayman 4" trailers depicted menacing rabbits, simply appearing from underground with a blank stare in various shapes and forms, smaller eyes and furry. At this point, trailers showed the game as an adventure game with fight stages, where Rayman would need to punch and kick himself kung fu style through a horde of zombie-bunnies. As the game concept evolved, from one of a central objective to minigames, a series of viral videos were created by Marketing Manager Adrian Lacey and Animator Charles Beirnaert which became incredibly successful on the new media platform YouTube. The rabbits slowly evolved into various merchandising products such as the Rabbid figures, which were much more conscious and amusing, changing from merely being enemies to fight through into more memorable characters with various traits and quirks. "Rayman" creator Michel Ancel described the bunnies as "vicious, but at the same time [...] totally stupid". 