The number of adorable cute animals that pop up on social media sites daily is seemingly endless.

But none more so than the photo of the orphaned kangaroo joey hugging its teddy bear that went viral.

It all started when political adviser and wildlife lover Tim Beshara tweeted his mother's photo of Doodlebug, a 15-month-old eastern grey kangaroo.

The photo has been shared thousands of times, featured on international TV and in countless online articles.

Doodlebug is one of several orphaned joeys that Gillian Abbott cares for on her property near Grafton in northern New South Wales.

"He was found abandoned and he actually walked up to a member of the public, put his arms up and asked to be picked up," she said.

The joey has been with the wildlife carer ever since and is now classified as "soft release".

"As you can see the gates are open, he can go through the bush, stay out as long as he likes but he can come home and have a feed if he's hungry," Ms Abbott said.

It is during those visits that Doodlebug also plays with teddy bears that hang by string from trees in a large pen.

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"Doodlebug loves his teddy, it's an enrichment thing," she said.

"He has company; it's like mum is always standing there beside him, which is what would be happening in the wild but I can't be there all the time.

"So, teddy fulfils a huge role in his life."

But the response to the photo from around the world surprised the wildlife carer.

"I was really happy that my little boy made so many people happy, and if it can help our animals then I'm happy," she said.

"I sent the pictures to Tim for my grandchildren, it wasn't for any other reason and then he put them out and it went viral.

"I think we all need a hug like Doodle was giving teddy, maybe that's what it is."

Ms Abbott has been caring for rescued wallaby and kangaroo joeys for seven years and in that time has released 35 of them.

"It's hard work but to see them go free is really rewarding, and my joy comes from that," she said.