Squishy Toy Craze Hits Israeli Supermarket Shelves
Translated & summarized from Ice by baba
The global squishy toy craze has reached Israel, with the Osher Ad supermarket chain selling a five-piece kit for 19.90 shekels. These soft, squeezable toys, often resembling food, have seen massive sales growth worldwide, reaching $297 million in the U.S. in the first half of 2026. The trend has expanded beyond toy stores into grocery and convenience outlets, driven by social media popularity and celebrity endorsements.
The story in 5 lines · by baba
- Osher Ad supermarket chain is selling a five-piece squishy toy kit for 19.90 shekels in Israel.
- Global squishy toy sales reached $297 million in the U.S. in the first half of 2026.
- The number of squishy toy units sold in the U.S. increased by nearly 200% to 58.6 million.
- 18.2% of Noodoll squishy toy purchasers in the U.S. bought them for themselves.
- Squishy toys now account for over 60% of children's product orders in some Israeli convenience stores.
The global squishy toy phenomenon, which has taken social media and toy stores by storm, has now arrived in Israel, with the Osher Ad supermarket chain offering a five-piece "Squishy Kit" for just 19.90 shekels. The kits feature toys that mimic popular supermarket products, including items resembling Fairy dish soap and ketchup, making each toy less than four shekels. This trend comes as squishy toys have become a major hit in the global toy industry. These soft, squeezable toys, available in various shapes, colors, and sizes, often resemble food items, animals, or everyday objects, with their popularity on social media driving sales.
According to market research firm Circana data published in Calcalist, U.S. squishy toy sales reached $297 million in the first half of 2026, a fourfold increase from the previous year, with the number of units sold jumping nearly 200% to 58.6 million. Noodoll, produced by American company Schylling, is a prominent brand in this global craze, with its toys gaining traction on social media through videos showcasing their textures and forms. Data indicates that squishy toys are no longer just for children, with approximately 60% of Noodoll purchases made by parents for their children, but 18.2% of buyers purchasing them for themselves.
The demand is also surging internationally. Kevin Kwok, manager of Kids Village Asia, which distributes Noodoll in Singapore, Malaysia, and Brunei, told CNBC that inquiries from merchants and retailers have increased nearly twentyfold in a year, with demand spiking in January and further boosted by celebrity endorsements on social media. The retail landscape for these toys has also shifted, with squishies no longer confined to toy stores. Data from wholesale platform Faire shows that among grocery stores ordering children's products, squishy toys accounted for 63% of orders in that category, 65% in pharmacies, and 67% in convenience stores. Faire reported an over 18,000% surge in searches for "squishy" on its platform within a year. The doll and plush category, which includes squishies, saw a 628% year-over-year growth between May and June, with squishy toys contributing about three-quarters of that increase. Factors contributing to their success include affordability, collectibility, and short TikTok videos showcasing them. Popular shapes include food items like butter, cheese, dumplings, and croissants, with over 1.9 million TikTok posts about squishies reported by Faire in September.