The toy industry's latest craze is cheap, colorful and very squishy
Squishy toys like NeeDoh have seen a massive surge in popularity in 2026, with sales quadrupling compared to the previous year. Experts attribute this growth to social media trends, low price points, and consumer desire for stress relief.
Why it matters
The trend highlights how social media platforms like TikTok are increasingly driving retail sales and consumer behavior in the toy industry.
Dumplings, ice cubes and gummy bears — squishable ones, anyway — are some of the hottest toys of 2026
The report relies on market research data and industry expert commentary to explain a consumer trend.
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