Squishy Toys Take Over the Market
· fitness
The Squishy Revolution: A Glimpse into a Bigger Trend
The toy industry’s latest darling is the squishy toy, which saw sales skyrocket to $297 million in the first half of 2026, according to market-research firm Circana. This phenomenon speaks to a deeper shift in consumer behavior and preferences.
One key factor driving the squishy boom is social media. NeeDoh, a brand made by Massachusetts-based Schylling, gained momentum on platforms like TikTok, where users can easily discover and share products. The brand’s colorful packaging and fun designs make it an attractive impulse purchase for many consumers. As Kristen McLean, vice president of client insights at Circana, noted, “They really managed to capture a moment in the zeitgeist.”
TikTok Shop has become a significant driver of toy sales, with toys, hobbies, and collectibles now the third-largest category on the platform. This shift towards online shopping and social media-driven purchases highlights a broader trend away from traditional brick-and-mortar stores.
Against a backdrop of economic uncertainty, rising stress, and digital fatigue, consumers are increasingly drawn to products that offer simple moments of comfort and relaxation. The squishy toy’s unique combination of sensory stimulation and emotional benefits resonates with this need. In fact, 60% of NeeDoh purchasers were parents buying for their children, while 18.2% reported buying the toys for themselves.
The demographics behind the squishy boom are also telling. Children aged 7 to 12 were the largest group of recipients, and 72% of all recipients were female. This skew towards younger females suggests that the appeal of squishy toys extends beyond mere novelty items, speaking instead to a desire for tactile play and sensory exploration.
While fads like fidget spinners have come and gone before, Euromonitor’s Loo believes that “the broader appeal of sensory and tactile play will persist.” As consumers seek simple ways to relax and disconnect from digital overload, toys that support mindful play will remain relevant.
The squishy revolution is a symptom of a larger shift towards experiential consumption. Consumers are increasingly seeking products and experiences that promote relaxation, self-expression, and social connection. Manufacturers and retailers must respond to this demand by offering products that cater to these needs.
As the toy industry continues to evolve, it’s essential to recognize the value of sensory and tactile play. The squishy boom may eventually fade, but its impact on the toy industry will be lasting, highlighting the importance of creating experiences that are not just entertaining but also therapeutic. As we look to the future of consumerism, one thing is clear: the relevance of sensory and tactile play will only continue to grow.
Reader Views
- CTCoach Tara M. · strength coach
While the squishy toy craze may seem like a fleeting fad, its appeal runs deeper than just nostalgic novelty. As a strength coach who works with clients on stress management and mindfulness, I'm fascinated by how these toys tap into our collective desire for tactile comfort. In an era of digital overwhelm, it's not surprising that people are seeking out sensory experiences that don't involve screens. But let's be clear: the real story here isn't just about kids; it's also about adults who are using squishy toys as a coping mechanism – and that's worth examining more closely in the context of adult mental health.
- TGThe Gym Desk · editorial
The squishy toy phenomenon isn't just about impulse purchases and social media trends – it's also a reflection of our increasingly fragmented attention economy. As people become more overwhelmed by constant digital stimulation, they're seeking out tactile experiences that offer respite from screens. But what happens when the novelty wears off? Will we be left with warehouses full of squishy toys that are collecting dust, or will manufacturers adapt and create sustainable products that truly meet this emerging need for sensory comfort?
- DRDevon R. · former athlete
The squishy toy phenomenon raises more questions than answers about our collective psyche. While the article highlights the obvious drivers of social media and online shopping, what's less clear is whether these toys truly offer a respite from digital fatigue or merely serve as a substitute for meaningful human interaction. I'd argue that the emphasis on tactile play and sensory exploration masks a deeper issue: our kids are spending too much time in isolation, seeking comfort in squishy objects instead of actual social connections.