Why are squishies so popular? US sales reports and toy analysts point to four reasons: social media spread squishies fast, limited supply turned buying some of them into a hunt, squeezing one can feel calming, and they are cheap enough to buy on impulse.
The numbers are big. CNBC, citing Circana data, put US squishy toy sales at about $297 million from January through June 2026, four times the year before. Unit sales rose nearly 200% to 58.6 million. Egg shapes, brains and eye-poppers are all in our squishy toys range, so we have a stake in this. The sales figures and expert comments below come from the linked reports.
Why are squishies so popular right now?
Squishies are popular right now thanks to social media and low prices, CNBC reports. Circana's Kristen McLean told CNBC that the run of one big brand started there, and she credited fun colors, interesting packaging, stress relief and play. CNBC also reports that toys, hobbies and collectibles are the third-largest category on TikTok Shop.
Search interest shows how sudden it was. Google's Keyword Planner estimates about 246,000 US searches a month for "squishies" from October 2025 through September 2026, and shows that term up about 2,383% year over year.
A KMUW report featuring a Wichita toy store describes what has grown up around the craze: store "hunts," squishy rating videos and fidget trading boards.
Why are squishies so satisfying?
One explanation is that squeezing sends feedback from the hands, muscles and joints, and that input can be soothing. Nicole Maddock, a nurse practitioner at Mercy Health, told Northeast Ohio Parent that repetitive squeezing engages the body's calming pathways and can help lower anxiety and heart rate.
We'd read that cautiously. The same article says research on fidgets and attention is mixed. A squishy can be a comfort, but questions about anxiety or ADHD belong with your child's doctor.
Our own read is simpler: a squishy gives you a result you can see. A splat ball flattens and comes back. An eye-popper's eyes pop out, then go back in. You can repeat that all afternoon.
Why do kids like squishies so much?
Part of it is the feel, and part is the collecting and rating. The KMUW report describes fans who want every piece. One parent there compared the craze to trading cards. An 11-year-old in the same report said squeezing one helps when stressed.
Circana data in the CNBC report covers that one big brand in the three months ended in June: 60% of buyers were parents buying for their kids. In the same data, children aged 7 to 12 were the largest group receiving them.
School is the sticking point. Maddock's rule of thumb is "function over fun": a fidget can help as a tool and distract as a plaything. Ask the teacher before one goes in a backpack. Our gel-filled maze puzzles are made for quiet play, but your child has to look at the maze to guide the gel, so we'd save them for breaks.
Why are squishy toys so popular with adults?
One likely reason is stress. A stress relief squishy is a small, cheap thing to keep on a desk. For that same brand and period, 18.2% of buyers said they bought for themselves, though the report doesn't give their ages. Loo Wee Teck of Euromonitor told CNBC that "economic uncertainty, rising stress and digital fatigue" are drawing consumers to simple moments of comfort.
Our Flippy Kitten eye-popper is listed for teens and stressed employees alike, and it is larger than a standard stress ball.
Why are squishies so hard to find and so expensive?
Some are hard to find because of short supply, and KMUW reports that it has pushed prices up. The toy store owner in that report says factories can't keep up with one big brand. Many local stores in that report limit purchases, which feeds a collectors' market, and KMUW reports that some toys that cost $2 to $20 now sell online for nearly $50.
Not every squishy is scarce or costly. Loo told CNBC they are "widely accessible and relatively inexpensive," which is why they work as an impulse buy.
Fakes are out there too, and the US Consumer Product Safety Commission warned about them in August 2026. Our post on are squishies safe has the warning signs and age advice. What are squishies made of explains foam, rubber, gel and plastic.
What squishy toys are popular right now?
We didn't find a public ranking of squishies by type, so here is our own slice: from April through June 2026, egg squishies led among shoppers who found our toys by search, with brain squishies further back. Here is what we'd pick by reason:
- For the splat: Funky Egg squishy balls, four 2.5-inch clear-yolk eggs in a stretchy, rubbery material that returns to shape.
- For the stretch: brain squishy splat balls, three soft, stretchy rubber brains.
- For the trick: the Flippy Kitten, listed for ages six and older. Squeeze it and the big eyes pop out.
The egg and brain pages give no minimum age, and our safety post treats that as a caution. We wouldn't give them to a child under 3, and we'd wait until a child is school age and no longer mouths toys.
Is the squishy trend over?
Not by the numbers we can see, and nobody knows when it will be. Loo expects the hype to fade like fidget spinners while the wider appeal of sensory play continues. KMUW notes that these toys arrive in waves, while the store owner in that report expects the trend to keep growing.
US searches for "squishies" were about 50% higher in September 2026 than three months earlier, the latest figures available. That can't tell you when the peak comes. So buy a squishy for what it does, and skip paying collector prices for what it might resell for.
Frequently Asked Questions
Are squishies still popular?
Yes, as of the latest data we can see. US sales through June 2026 were four times the year before, according to Circana figures reported by CNBC, and Google searches for "squishies" were higher in September 2026 than three months earlier. Nobody can say how long that holds.
What is the point of squishies?
For most people, the point of a squishy is simply the squeeze. Squishies are small toys that do one thing. They aren't a medical treatment.
Why do squishy toys relieve stress?
One explanation is repetitive pressure. A nurse practitioner quoted by Northeast Ohio Parent says squeezing gives the hands, muscles and joints soothing feedback and can help lower anxiety and heart rate. Research on fidgets and attention is mixed, so treat a squishy as a comfort rather than a proven therapy.
Why are squishies so viral?
Squishies suit short video, in our view: a squeeze is quick, visual and easy to repeat. Circana's Kristen McLean told CNBC that one big brand's run started on social media, and the KMUW report describes store hunts and rating videos built around the toys.
See the full range in our squishy toys collection.