Squishy toys have seen a remarkable rise in sales, with U.S. sales reaching approximately $297 million through June 2026, a fourfold increase from the previous year. Unit sales also surged nearly 200% to 58.6 million.
Kristen McLean from Circana attributes this growth to the toys' affordability and their viral success on social media platforms, particularly TikTok, which has become a significant player in retail and e-commerce. The toys are appealing not only for their fun colors and packaging but also for their stress-relief qualities, making them popular impulse purchases.
Kevin Kwok from Kids Village Asia noted a dramatic increase in retailer inquiries, indicating strong demand. The demographic data shows that 60% of NeeDoh buyers are parents purchasing for their children, with a notable percentage of adults buying for themselves.
While experts predict that the current hype may eventually fade, the underlying demand for sensory and tactile play suggests that such toys will continue to have relevance in a market increasingly focused on comfort and relaxation amid rising stress levels