About Product

Behind the explosive popularity of squishy toys lies a subtle resistance to the high-pressure environments of modern society, as well as a growing focus on personal needs and self-care.

"Anxiety" seems to have become a constant presence in contemporary life, seeping into every corner of modern existence. As philosopher Mairead Luthy once described: "If there is one negative emotion that seems to capture the essence of our age, it is anxiety — it seems to permeate the very air we breathe."
As a result, people are increasingly seeking diverse ways to relieve stress, giving rise to the so-called "healing culture." Squishy toys — soft, squeezable, and resilient — were designed precisely to help people relax and decompress. When feeling stressed, tense, or anxious, the act of squeezing and playing with a squishy toy can help divert attention, offering the brain a temporary escape from overwhelming emotions. This physical interaction brings about a genuine sense of relief and pleasure, making stress release feel tangible and accessible.

The rise of squishy toys also reflects a broader psychological need for self-healing. In the fast-paced, high-pressure environment of modern life, many yearn for something that can nourish the soul and soothe the emotions. Humans are naturally drawn to things that are small, soft, and cute — a tendency rooted in our instincts toward nurturing and compassion. The adorable designs of squishy toys, paired with their delightfully bouncy and elastic texture, perfectly align with this deep-seated fondness for "cute" objects.
From a psychological perspective, during early childhood, humans experience a developmental phase where they explore the world through tactile actions like squeezing and grasping. However, many of these behaviors are discouraged or restricted as children grow up, leaving an unconscious craving for tactile satisfaction. Engaging with soft, squeezable, cute objects often brings about positive emotional responses — what psychologists sometimes refer to as "cute aggression." Squishy toys embody both the elements of cuteness and the tactile pleasure of squeezing, effectively satisfying these psychological needs.

Although the concept of squishy toys is not entirely new, their recent surge in popularity is closely tied to today's societal conditions. The intense competition in the job market and the relentless pace of daily life have left many feeling exhausted and overwhelmed. Facing mounting pressures, people often experience a subconscious desire to return to a time of innocence and low stress — a phenomenon known in psychology as "regression," or a temporary psychological retreat to a childlike state as a defense mechanism against overwhelming stress. Squishy toys, with their simple and soothing tactile engagement, serve as a powerful symbol of this return to a more carefree time, allowing brief moments of emotional escape.

In addition, with the rise of niche communities and "circle culture," consumers today are no longer motivated purely by functional needs. Increasingly, people seek products that reflect their personal interests, emotional values, and individuality.
Squishy toys, gaining ever more attention on social media platforms, have become a trendy topic of conversation. For many who lack rich offline social interactions, squishy toys offer not just stress relief but also a way to connect with others — turning them into social symbols as well.