But while Labubus may have fallen out of favor, toy sales are still going strong, up 13% YoY in April, per Circana data — much of it on the strength of a soft new plaything that consumers of all ages are trying to get their hands on: squishies.
What are they?
Squishies are soft, squeezable goop-filled sensory toys (like fidget spinners) that come in various shapes — cubes and balls, sticks of butter, dumplings, kittens, etc. — loved for their comforting, “therapeutic” effect, per The New York Times.
Like Labubus, they’re popular among both kids and adults, easy to collect, reasonably priced (when not resold), and many even come in blind boxes.
- NeeDoh, the most popular purveyor, sells brightly colored squishies for ~$3-$15. The brand says its sales, which doubled between 2024 and 2025, are on track to 6x this year.
Squishy, popular, dangerous
While the earliest versions of squishy toys first appeared in the 1960s, demand for the low-tech toys — which have experienced triple-digit growth over the past year — has surged in recent months, driven by social platforms like TikTok, where videos of ASMR-style unboxings, DIY tutorials, and squishy trading have garnered millions of views.
Their popularity has cleared out inventory online and in toy shops, and bred online challenges as well as knockoffs. And it’s all gotten a bit out of hand:
- Medical experts and public officials have warned against microwaving the toys, following an online trend that’s sent several people to the hospital with burns, and buying counterfeits over serious chemical risks.
- Less seriously, airports have issued their own warnings that gel-filled squishies in carry-ons could be confiscated at security…
which doesn’t seem like as big a concern as third-degree burns and toxic chemical exposure — unless you’re the parent who’ll have to deal with the tantrums that follow a child losing their main squeeze.
Ren Ecosystem