Since 1960, Bubble Wrap has provided a mindless, if not completely necessary, distraction from the world's problems. So popular is this reigning champion of the packing world that it has inspired such marvels as a love song from singing vegetables or portraits of famous people. Hand someone a sheet of Bubble Wrap and chances are — no matter how young or old — you'll hear that unmistakable "pop" at least once.

Which is why this latest news is so disturbing.

Sealed Air, the company behind Bubble Wrap, has announced a new version that literally takes the air out of the original's fun. Called iBubble Wrap (no, really), this new take ships flat and can be inflated via a custom pump. According to the company, iBubble will take up up one-50th as much space when loaded into delivery trucks. While the cost savings are tremendous, the real price paid is the loss of that classic noise. Once inflated, iBubble will simply feature pockets of air. Poke one and the whole row deflates. Bummer. RIP pop.

As you would expect, the world of social media welcomed this new and improved bubble wrap without about as much joy as a Portuguese man-of-war showing up to a beach party.

In response to the pitchforks and torches, Sealed Air quickly went on defense, letting all its fans know that the original will still be available for both packing and popping pleasure.

Might want to stock up just in case. You never know when you might need to throw a Bubble Wrap birthday for the kids.

Michael d'Estries ( @michaeldestries ) covers science, technology, art, and the beautiful, unusual corners of our incredible world.

New Bubble Wrap that doesn't pop another sign that the end is near
Sealed Air, the company that introduced Bubble Wrap in 1960, says its new product will inflate with an air pump.