Squishy Toys Boom Captivates Shoppers in US and Mexico

Squishy toys such as butter sticks, cloud‑shaped figures and other textured blobs have sparked a craze among collectors. In Hackensack, New Jersey, Ashley Montan and her 8‑year‑old son lined up at Target at opening time to secure the latest releases, describing the morning as "squishy hunting."

A TikTok video by Samantha Nawahine in Oahu, Hawaii, showing her 6‑year‑old daughter’s delighted reaction to new squishies has been viewed almost four million times, amplifying the trend. The toys, marketed as stress‑relief items, include silicone bubbles and bendable rubber straws, and brands like NeeDoh have reported sold‑out status, with a box of squishy butter prominently displayed at Kip’s Toyland in Los Angeles. Trends expert Adrienne Appell of the Toy Association attributes the surge to low price points, tactile appeal and a break from screen‑based entertainment. The phenomenon is also evident in Mexico, where similar products rank among Amazon’s best‑selling toys.