Cat Butts?! Is this a new trend?

Yesterday, I was in Grand Central Station trying to kill time before a train, so I went into Papyrus to look at their giftwrap/cards. While they have great paper and gifts, they also had some, ahem, unique stuff. For example, while I was looking, I noticed a lot of "cat butt" paraphernalia---cat butt magnets, cat butt gum, cat butt stickers, cat butt car air fresheners.

Did I miss this trend or am I just not getting it? They don't have any cat butt products on their website, but if you are interested, I found them at The Cat Connection (they also have a cat butt bag and cat butt posters).