Squishmallows. They are soft, fluffy, cute and squeezable plush toys that have become a huge craze for not only kids but also adults. They are lovable and unique from all the other plush brands that have faded out of fashion. But… why?
Well, first, it is important to know the basics. Squishmallows range in size from 2 inches to 24 inches and cost between $5.99 and $39.99. They are designed as animals or inanimate objects with adorable faces and big bellies. These toys are like baseball cards: once a person falls in love with them, they start collecting as many toys as they can – no matter how much it takes. There are around 1,000 different Squishmallows to collect and each one has a unique name, “squish date” from when they were born and a detailed backstory. They are inclusive too – they can be nonbinary, deaf, blind or even use a wheelchair. Squishmallows are so famous that they are all over social media and some people are absolutely obsessed with them.
It all started when Sunny Cho, a designer at KellyToy, Squishmallows’ parent company, was asked by her boss to make something out of a soft and stretchy fabric that she had found. Cho decided to do something unique and bring the Japanese plush style into the U.S. market. She slowly developed the very first squishmallow—a cat. But she wasn’t done yet. She made 11 more different animals, 12 in total.
The very first group of Squishmallows came out in 2017 and were sold mostly in amusement parks and mom and pop shops. James Zahn, an editor in chief of The Toy Book and senior editor at the Toy Insider, said that customers instantly connected with them. “It took off in a way no one really expected,” he shared to a Washington Post journalist. “Part of the initial appeal of Squishmallows was the fact that they were a little harder to get.” Soon enough, in 2019, Squishmallows were definitely not hard to get anymore because the company Jazwares had acquired KellyToy. Everything went up a level; these toys were available everywhere-Walmart, Target, Walgreens, CVS, Costco, Five Below, TJ Maxx, Hallmark, independent toy stores and more. According to toy expert and consultant Chris Bryne, it was during the Covid pandemic that Squishmallows really expanded. “There’s a real comfort in squishing them,” he stated to a Washington Post journalist. Squishmallows were there to calm people down when they were overwhelmed with anxiety, which became a common emotion during the pandemic.
Squishmallows collecting can be found anywhere on social media. Carter Kench, 20 and owner of 430 Squishmallows, explained to a Washington Post journalist that the Squishmallows community contains a “special love” and is very welcoming. “We all want to collect as many as we can, but we also want to help everyone else also collect the same thing,” he added. Fans organize meetings where they trade plushies and information about where to find a new addition. There are also Squishhunting Facebook groups in which fans share information about Squishmallow collecting. Some people are so enthusiastic about it; this is their passion.
One thing that sets Squishmallows apart from other plush toys is how many adults are addicted to them. Nick, a 27-year-old from Maryland, is a massive Squishmallow collector and tries to find as many of them as possible. “It’s similar to the feeling of winning at a slot machine,” Nick explained to a Washington Post journalist when asked about the moment he finds a Squishmallow. “I try to ride that high because if the high goes away too quick … I’m at the store again two hours later looking for another one.” Nick has collected approximately 400 Squishmallows and he spent around $2,000 in the past 2 years just for these toys.
Squishmallows can also be used as a way to help someone when they are struggling. When Nancy Ferrel, 31, was recovering from a surgery in 2020, she received Squishmallows from her friends. Right after she recovered, she admitted that she “started to become kind of obsessed.” She added that she and her wife now have around 200 Squishmallows. Nick and Nancy are great fans of Squishmallows, but Carter Kench is a true superfan. He actually lives for Squishmallows, working full-time as a famous content creator with millions of followers across social media. His videos are mainly based on the topic of these plushies. Many of his videos show him on a “Squish hunt,” searching for a certain Squishmallow in multiple stores. But what is the reason for the numerous adults obsessed with these toys? Well, the toy industry calls it “kidadulting,” and it’s when adults find something that reminds them of their childhood, such as Squishmallows.
Although Squishmallows are mainly about plushies, there are also Squishmallow backpacks, apparel, stickers, nail polish, slippers and bath bombs. Celestra Acosta, 26, said to a Washington Post journalist, “The plush is not something I can bring around all the time. But I could use a notebook, I could use a pen, and it kind of makes the day feel a little more fun — adds a little whimsy.” In other words, having Squishmallows objects can just simply make someone feel much better about themselves and their environment.
All in all, Squishmallows have practically changed the world for some people. They are only getting more famous and are going to continue to keep on growing. The plushies bring people together because of a similar passion and they easily calm people down. These reasons are why everybody loves them.
Well, first, it is important to know the basics. Squishmallows range in size from 2 inches to 24 inches and cost between $5.99 and $39.99. They are designed as animals or inanimate objects with adorable faces and big bellies. These toys are like baseball cards: once a person falls in love with them, they start collecting as many toys as they can – no matter how much it takes. There are around 1,000 different Squishmallows to collect and each one has a unique name, “squish date” from when they were born and a detailed backstory. They are inclusive too – they can be nonbinary, deaf, blind or even use a wheelchair. Squishmallows are so famous that they are all over social media and some people are absolutely obsessed with them.
It all started when Sunny Cho, a designer at KellyToy, Squishmallows’ parent company, was asked by her boss to make something out of a soft and stretchy fabric that she had found. Cho decided to do something unique and bring the Japanese plush style into the U.S. market. She slowly developed the very first squishmallow—a cat. But she wasn’t done yet. She made 11 more different animals, 12 in total.
The very first group of Squishmallows came out in 2017 and were sold mostly in amusement parks and mom and pop shops. James Zahn, an editor in chief of The Toy Book and senior editor at the Toy Insider, said that customers instantly connected with them. “It took off in a way no one really expected,” he shared to a Washington Post journalist. “Part of the initial appeal of Squishmallows was the fact that they were a little harder to get.” Soon enough, in 2019, Squishmallows were definitely not hard to get anymore because the company Jazwares had acquired KellyToy. Everything went up a level; these toys were available everywhere-Walmart, Target, Walgreens, CVS, Costco, Five Below, TJ Maxx, Hallmark, independent toy stores and more. According to toy expert and consultant Chris Bryne, it was during the Covid pandemic that Squishmallows really expanded. “There’s a real comfort in squishing them,” he stated to a Washington Post journalist. Squishmallows were there to calm people down when they were overwhelmed with anxiety, which became a common emotion during the pandemic.
Squishmallows collecting can be found anywhere on social media. Carter Kench, 20 and owner of 430 Squishmallows, explained to a Washington Post journalist that the Squishmallows community contains a “special love” and is very welcoming. “We all want to collect as many as we can, but we also want to help everyone else also collect the same thing,” he added. Fans organize meetings where they trade plushies and information about where to find a new addition. There are also Squishhunting Facebook groups in which fans share information about Squishmallow collecting. Some people are so enthusiastic about it; this is their passion.
One thing that sets Squishmallows apart from other plush toys is how many adults are addicted to them. Nick, a 27-year-old from Maryland, is a massive Squishmallow collector and tries to find as many of them as possible. “It’s similar to the feeling of winning at a slot machine,” Nick explained to a Washington Post journalist when asked about the moment he finds a Squishmallow. “I try to ride that high because if the high goes away too quick … I’m at the store again two hours later looking for another one.” Nick has collected approximately 400 Squishmallows and he spent around $2,000 in the past 2 years just for these toys.
Squishmallows can also be used as a way to help someone when they are struggling. When Nancy Ferrel, 31, was recovering from a surgery in 2020, she received Squishmallows from her friends. Right after she recovered, she admitted that she “started to become kind of obsessed.” She added that she and her wife now have around 200 Squishmallows. Nick and Nancy are great fans of Squishmallows, but Carter Kench is a true superfan. He actually lives for Squishmallows, working full-time as a famous content creator with millions of followers across social media. His videos are mainly based on the topic of these plushies. Many of his videos show him on a “Squish hunt,” searching for a certain Squishmallow in multiple stores. But what is the reason for the numerous adults obsessed with these toys? Well, the toy industry calls it “kidadulting,” and it’s when adults find something that reminds them of their childhood, such as Squishmallows.
Although Squishmallows are mainly about plushies, there are also Squishmallow backpacks, apparel, stickers, nail polish, slippers and bath bombs. Celestra Acosta, 26, said to a Washington Post journalist, “The plush is not something I can bring around all the time. But I could use a notebook, I could use a pen, and it kind of makes the day feel a little more fun — adds a little whimsy.” In other words, having Squishmallows objects can just simply make someone feel much better about themselves and their environment.
All in all, Squishmallows have practically changed the world for some people. They are only getting more famous and are going to continue to keep on growing. The plushies bring people together because of a similar passion and they easily calm people down. These reasons are why everybody loves them.
