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Scottish fold Maru rests in a cardboard box in Japan in June 2011. After years of viral YouTube viewing and millions of shares, the cat stars of the Internet are coming into their own in lucrative and altruistic ways. Roly poly Maru, the megastar in Japan with millions of views for nearly 300 videos since 2007, has three books and a calendar, among other swag for sale. (AP Photo/mugumogu)