Israeli Entrepreneur Shilat Pachima Builds Squishy Toy Empire From Social Media Trend
Shilat Pachima, a 23-year-old entrepreneur from Beersheba, Israel, has turned her passion for squishy toys into a booming business, becoming known as "Israel's Squishy Queen." After returning from a trip to Warsaw with her teenage daughter, Pachima was introduced to the global squishy toy trend, which has captivated a wide age range from young children to adults. These soft, squeezable toys, originating from Japan's kawaii culture, have become a popular stress-relief and collectible item, with prices ranging from 20 to 150 shekels each.
Pachima's journey began in March 2025 when she started sharing videos of her squishy collection on TikTok. Responding to growing demand, she began selling the toys, initially sourcing them from international websites and local stores. With no prior business experience, she quickly scaled up, importing 10,000 units of a unique bubble-blowing squishy toy, financing the shipment through National Insurance disability benefits she received for anxiety and depression. The shipment sold out within a month, propelling her business forward.
She strategically branded her products with personalized packaging, gifts, and video greetings, differentiating herself in a competitive market. Her business grew from a small room in her parents' home to a dedicated store in Beersheba. Pachima emphasizes the therapeutic benefits of squishies for children facing anxiety and bullying and dismisses concerns about safety, clarifying that the toys are certified and safe when used properly.
With 155,000 TikTok followers, Pachima continues to expand her product line and plans to launch a personalized "Nido" squishy doll modeled after herself. Despite the rapid growth, she prefers to maintain hands-on control over her business rather than franchising. Her family supports her enterprise, with relatives involved in customer service and operations. Pachima aims to influence and bring joy to children through her authentic approach and keen trend awareness.
