Squishies are soft, squeezable goop-filled sensory toys (like fidget spinners) that come in various shapes — cubes and balls, sticks of butter, dumplings, kittens, etc. Like Labubus, they’re popular among both kids and adults, easy to collect, reasonably priced (when not resold), and many even come in blind boxes. The brand says its sales, which doubled between 2024 and 2025, are on track to 6x this year. Squishy, popular, dangerousWhile the earliest versions of squishy toys first appeared in the 1960s, demand for the low-tech toys — which have experienced triple-digit growth over the past year — has surged in recent months, driven by social platforms like TikTok, where videos of ASMR-style unboxings, DIY tutorials, and squishy trading have garnered millions of views. Their popularity has cleared out inventory online and in toy shops, and bred online challenges as well as knockoffs.