The toy industry's latest craze is cheap, colorful and very squishy
Squishy toys are booming, with social media and low prices helping fuel the craze.
TL;DR
- U.S. sales of squishy toys reached $297 million through June, quadrupling from the previous year.
- Unit sales jumped nearly 200% to 58.6 million.
- Social media, particularly TikTok, and low prices are key drivers of the trend.
- NeeDoh, a popular squishy toy, saw a 20-fold increase in trade and retailer inquiries.
- The toys are valued for sensory and emotional benefits, offering comfort and relaxation.
- Parents are the primary buyers (60%), but 18.2% of purchasers are buying for themselves.
- While the current hype may fade, the demand for sensory and tactile play toys is expected to persist.