“The Squish Phenomenon” refers to the massive, culture-spanning craze of collecting, trading, and displaying hyper-soft, marshmallow-like plushies, most famously epitomized by the Squishmallows brand. First launched by Kellytoy (now a subsidiary of Jazwares) in 2017, these uniquely textured, ultra-plush, egg-shaped toys exploded into a global phenomenon during the COVID-19 pandemic. Often dubbed Gen Z and Gen Alpha’s answer to 90s Beanie Babies, the appeal of the Squish phenomenon lies in the tactile comfort of their spandex/polyester-fiber blend and the emotional connection created by giving every single character a unique name and detailed personality biography.
The Squish phenomenon has evolved into a full-blown subculture driven by several key factors:
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