“Let’s Talk Squishmallows”

At the age of 17, I have fallen in love with stuffed animals all over again, and I am not ashamed to admit it. These are not just any stuffed animals; these are Squishmallows. The Squishmallow phenomenon originated in 2017 when Kellytoy LLC launched their first line of these critters. They were described as “loveable buddies made from super soft, marshmallow-like texture and polyester,” which come in various sizes from 3.5-inch clip-on to an extra-large 24 inches, according to squishmallows.com. Since then, Squishmallows have taken the toy community by storm. Their target audience is children, but instead, they have made their way into teenagers’ and young adults’ hearts and become an obsession for many within that demographic. Due to their immense popularity across various social media platforms, Squishmallows have become incredibly hard to find in stores. It has become the mission of many to “hunt” for them, including myself.

 I was first introduced to Squishmallows by Tik Tok. Slowly, videos of creators talking about their Squishmallow collection started to infiltrate my “For You” page. I was intrigued, and I wanted to see what the hype was all about. In January, I went to my local Walgreens in Oceanside to see if I could find any. I was greeted by a nearly empty shelf, with only two lone Squishmallows remaining. I ended up purchasing Flora the Fox, an 8-inch member of the “Valentine Squad,” the Valentine’s Day collection. After purchasing Flora, I knew I wanted to continue collecting. A few weeks later, I went to Target on a mission. I was hoping to find a wide variety of Squishmallows in a large store like Target, but just like in Walgreens, I was met with a nearly empty shelf. I was able to get my hands on one Squishmallow during that trip, an 11-inch tangerine named Judy. That same week, I was informed that our local CVS had some Squishmallows. Within a half-hour of hearing this, I jumped in my car and drove straight there. I found Edden, a unicorn, and another member of the “Valentine Squad.” I also found Teddy, a Boston Terrier sporting a red bandana. Both Edden and Teddy are 8-inch Squishmallows and were a great find. 

You may still be perplexed on the topic of Squishmallows; what is so special about them? I genuinely believe there are a few factors that have played into the popularity of these plush toys. The first factor boils down to introductory psychology. Toys can help alleviate anxiety and calm people of all ages. According to Psychology Today, cuddling with something or having an object that makes you happy can stimulate our brains’ reward centers. It can increase your dopamine and oxytocin levels in your brain, your “feel good” hormones. Just like Squishmallow’s website describes, these plush toys indeed resemble a marshmallow-like texture. They are perfect for sleeping with or using as a pillow. In my opinion, the specific texture of Squishmallows is unique and is unlike any other stuffed animal I have owned. 

I also believe that the pandemic has contributed to Squishmallow’s rise in popularity. During this time, we all have turned to something for comfort. Maybe a TV show, musical artist, or a newfound hobby. For many, it has been the collecting of Squishmallows. It is a harmless outlet that brings joy and pleasure to many during these trying times. 

Currently, I have four Squishmallows, but I hope to continue growing my collection. Some Tik Toks creators have amassed a collection of over 100 and have accounts dedicated to their Squishmallows. It has become increasingly more challenging to find Squishmallows in stores. This week, I went to Walgreens hoping to get my hands on a new Easter edition Squishmallow. It was only a few days after Valentine’s Day, yet the entire store was already wiped clean of the “Easter Squad.” This specific collection has been highly anticipated on Tik Tok and Instagram and has fallen prey to resellers jacking up the prices. Nonetheless, I am not discouraged, and I will continue my hunt for Squishmallows.