Toy industry sees rise in beauty-inspired products and malleable toys

The toy industry is seeing a rise in products inspired by the beauty and skincare universe. According to data from Circana, products mimicking cosmetics—such as slimes in skincare-style containers—have seen significant sales growth in the United States. This trend is driven by social media influence and the “Sephora Girls” phenomenon, where young consumers seek to emulate beauty routines through age-appropriate, parent-approved toys.

Simultaneously, malleable toys known as “squishies” have gained massive popularity on platforms like TikTok and Instagram due to their stress-relieving qualities. However, health experts and regulatory bodies are issuing safety warnings. The Brazilian Society of Pediatrics and Inmetro have noted that these toys, often made of polyurethane or gel, pose risks of choking, intoxication, or injury if swallowed or damaged. Parents are advised to monitor internet challenges that involve heating these toys and to discard any items that show signs of leakage, unusual odors, or structural damage.