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Adults are having a driving sale with the most hottest toy: Squishmallows

By: Claire Zhou

In just a few years, a soft squishy toy called a Squishmallow grew in popularity within all age groups—but especially with adults.

A Squishmallow’s size ranges from 2 to 24 inches and can cost $5 or up to $40. According to Jazwares, a leading global toy manufacturer, fans 18 and up are driving sales.

Jazwares had never hosted an advertising campaign for the toy before. However, in 2022, Circana reported the 16-inch Squishmallow was one of the top-selling toys in the U.S.

“The toy isn’t a trend,” said Chris Byrne, a toy expert. It’s about the fans that are really passionate about these toys and are willing to buy a lot.

Sunny Cho worked as a designer at KellyToy when one day, her boss asked her to come up with designs for a soft and stretchy fabric. Cho wanted to do something different from the toys here. She thought of something that was similar to the Japanese style of plushies. First she created an egg shape, and then she added the belly and face. Cho designed 12 plushies in total, including a cat, penguin, and more.

However, sales didn’t start off as they excepted. But in 2019, during the pandemic, Squishmallows skyrocketed. Children found Squishmallows soothing and comfortable. And the reasonable price led to the parents not minding to buy them.

“There’s a real comfort in squishing them,” Byrne said, adding about how parents told him that the toy helped calm down their children since the pandemic had brought anxiety.

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