For those of us with kids in our lives, you will have been hard-pressed to have missed the meteoric rise of the Squishmallow, launched in 2017. Offering all the benefits of sensory play, wrapped up in a cute character package, they are so popular that - according to the British Toy & Hobby Association - the Squishmallows Plush 8” Assortment was the top-selling toy of 2023.
The super-squidgeable, uber soft and characterful plush toys are perfect to snuggle up with, or use as a pillow, and there are literally hundreds of different characters for kiddies to collect. You can buy them in a range of sizes with price points from less than £10 up to £50 for a supersized 50cm Squishmallow. Their popularity not only highlights the enduring love of 'plush toys' (which were the biggest sellers overall in 2023 and 11% up on 2022), but also shows how important accessible pricing is amid the cost of living crisis. The Squishmallows Plush 8” Assortment retailed for an average £9.01 in 2023, making it as soft on your bank balance as it is on your fingertips.
