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.