The toy industry's latest craze is cheap, colorful and very squishy

Items like dumplings, ice cubes, and gummy bears – particularly the squishy versions – are among the top toys of 2026. While squishy toys have been available for some time, products such as NeeDoh, manufactured by Schylling, have experienced a significant surge in popularity this year. This boom is attributed to their affordable price points and widespread appeal on social media platforms.

According to Kristen McLean, vice president of client insights at market research firm Circana, U.S. sales of squishy toys reached approximately $297 million by June, which is four times the amount from the previous year. Unit sales also saw a substantial increase of nearly 200%, reaching 58.6 million units over the same period.

McLean noted that while the price and accessibility of these toys contribute to their widespread availability, the NeeDoh phenomenon, in particular, gained momentum through social media. The combination of vibrant colors, engaging packaging, stress-relief properties, and the element of play created a viral foundation for their broader adoption, capturing a moment in the current cultural zeitgeist.

Data from Circana's Social Commerce Tracking indicates that TikTok Shop has rapidly grown, now accounting for 1% of total retail sales and 3% of e-commerce sales within just two years. Toys, hobbies, and collectibles are the third-largest category on the platform.

The relatively low cost of these toys also facilitates the conversion of online attention into purchases. Loo Wee Teck, global insight manager for toys and games at Euromonitor International, stated that squishy toys are highly accessible and affordable, making them an easy impulse buy for consumers who encounter them trending on social media. He added that in an economic climate marked by uncertainty, rising stress levels, and digital fatigue, consumers are increasingly seeking products that offer simple moments of comfort and relaxation.

A 'Dramatic' Shift

Kevin Kwok, director of Kids Village Asia, the exclusive distributor of Schylling's NeeDoh in Singapore, Malaysia, and Brunei, reported a nearly 20-fold increase in inbound trade and retailer inquiries compared to the same period last year. He described the shift in demand as "dramatic," noting that the surge began around January, largely fueled by social media, including endorsements from celebrities.

Loo elaborated that what distinguishes the current boom is the growing appreciation for squishy toys' sensory and emotional benefits, moving beyond their novelty appeal. While NeeDoh did not respond to requests for comment, Circana's Checkout Toys Recipient Data for the three months ending in June revealed that 60% of NeeDoh purchasers were parents buying for their children, while 18.2% bought the toys for themselves. Children aged 7 to 12 constituted the largest recipient group for both genders, with 72% of all recipients being female.

Following this rapid and massive sales surge, the longevity of the squishy toy boom remains a topic of discussion. Loo predicts that while the current hype will eventually fade, similar to fidget spinners, the broader appeal of sensory and tactile play will endure. As consumers continue to seek simple methods for relaxation and a break from digital overload, toys that encourage mindful play are expected to remain relevant.