The squishy takeover
Real talk: if your FYP has been flooded with people obsessively squeezing cartoonish bananas, you aren't alone. Hamleys just dropped their annual list of must-have holiday toys, and it’s giving major sensory vibes. At the top of the list? A £10 "Big Squij" toy. These slow-rise, flour-filled trinkets have gone absolutely viral, with over 600,000 posts on Instagram alone.
Victoria Kay, the head of buying and merchandising at Hamleys, noted that once you pick one up, it is honestly impossible to put down. It’s the kind of low-stakes, high-satisfaction chaos we all need right now.
Why it’s all about pocket-money toys
It isn't just a random trend; the "squishies" craze is actually driving a massive boom in the toy industry. Andrew Murphy, who runs The Entertainer, says the fanaticism kids have for these is basically unexplainable, but it’s real. Because they are affordable—often under £10—they are the ultimate "pocket money" impulse buy. In fact, sales for these smaller items have surged, adding £100 million to the market this year.
What else is on the list?
While the squishies are having their main character moment, the Hamleys list still keeps it classic. You’ll see the usual legends like Lego, Barbie, Peppa Pig, and PlayDoh. With Avengers: Doomsday coming up, Doctor Doom is also getting some love with a £45 Lego bust and a £30 action figure.
For the music girlies, there is a collectible figurine of the vocaloid superstar Hatsune Miku. If you’re looking to spend a bit more, the list tops out with a £75 remote-controlled "Thunder Unicorn."
Why it matters
With Christmas now less than 75 days away, toy shops are gearing up for the rush. These affordable, viral trends are proving to be a serious win for independent retailers, with some shops potentially seeing their annual profits double thanks to these bite-sized hits. Say less—it might be time to grab a banana and join the sensory craze.
