Business & Finance
Squishy toy sales surge as viral trends and low prices drive demand
U.S. sales of soft tactile toys quadrupled through mid-2026, fueled by social media popularity and affordable price points.
The short version
- U.S. sales of squishy toys reached roughly $297 million in the first half of 2026, a fourfold increase compared to the previous year.
- Growth has been largely driven by viral social media platforms like TikTok, low price points, and consumer demand for tactile stress relief.
- Industry analysts anticipate that while current viral hype may eventually decline, demand for sensory and stress-relieving toys will remain steady.
Key facts
- U.S. squishy toy sales reached approximately $297 million through June 2026, quadrupling from the same period a year earlier.[CNBC]
- Unit sales of squishy toys rose nearly 200% to 58.6 million units through June, according to market research firm Circana.[CNBC]
- Circana data showed 60% of NeeDoh purchasers were parents buying for children, while 18.2% purchased the items for themselves.[CNBC]
- Inbound distributor and retailer inquiries for NeeDoh expanded nearly 20-fold year-over-year in Singapore, Malaysia, and Brunei, according to Kids Village Asia.[CNBC]
What remains uncertain
- It remains uncertain how long the current sales boom will last, though industry analysts project the viral hype will eventually diminish like past toy fads.[CNBC]