Key facts
- A £10 "slow-rise, squeezable, sensory" banana toy called Big Squij is tipped to be a top Christmas toy.
- Hamleys expects to sell thousands of Big Squij toys, which come in various food and animal shapes.
- The popularity of squishies is driven by social media, with over 260,000 TikTok posts tagged #squishies.
- The Entertainer reports squishies are the biggest toy trend of the year, boosting sales by at least 30%.
- UK toy sales increased 13% by value and 19% by volume by the end of August, according to Circana.
- Sales of toys under £10 have grown fastest, adding £100m to the market.
A cartoonish banana toy, known as Big Squij, is anticipated to be one of the most sought-after items this Christmas, according to toy retailer Hamleys. Priced at £10, this "slow-rise, squeezable, sensory" fruit taps into the widespread "squishies" trend, which is significantly boosting high street toy sales.
Hamleys anticipates selling thousands of the Big Squij toys, available in various food and animal designs and filled with a flour-based compound, in the coming weeks. The popularity of these toys has been amplified by social media, with a substantial number of posts tagged #squishies on platforms like TikTok and Instagram. The official brand NeeDoh alone boasts 1.1 million TikTok followers.
Victoria Kay, head of buying and merchandising at Hamleys, stated that the "squishy craze is only really just getting going" and highlighted the immense demand, noting the toys' appeal to both children and adults due to their "wonderful simplicity."
Andrew Murphy, who manages The Entertainer, the UK's largest toy shop chain, identified squishies as the year's biggest toy trend. He suggested that while stress relief and simplicity might explain some of their appeal, the "degree of fanaticism from kids under 10 for these products is not explainable in any rational way."
The squishies craze is proving beneficial for independent toy shops, with Murphy estimating a minimum 30% increase in total sales, likely doubling their annual profit due to fixed costs.
Overall, the trend has provided a significant boost to UK toy sales. By the end of August, sales were up 13% in value and 19% in volume, according to market research firm Circana. Toys priced under £10, often referred to as "pocket money" items, are experiencing the fastest growth, with an additional £100 million in sales attributed to the demand for items like World Cup stickers and squishies.
Hamleys has officially kicked off the festive season shopping period, with its annual shortlist of recommended toys. The Big Squij toys are the most affordable on the list at £10, while the remote-controlled Thunder Unicorn is the most expensive at £75. The list of 15 items also includes established favourites like Lego, Barbie, and Peppa Pig, alongside new items such as Doctor Doom toys and a collectible figurine of the J-Pop star Hatsune Miku.