Squishy Toys Lead Triple-Digit Growth

Squishy format toys like NeeDoh and other sensory-oriented products are squeezing out triple-digit growth in both dollars and units sold, according to Circana, the retail toy consulting group. U.S. sales were up 13% through April compared to 2025, driven by trending licenses and formats that resonate across generations.

Adult consumers accounted for 35% of total industry growth, while women represented more than 50% of overall sales.

Despite price sensitivity, Circana found that more 
consumers gravitate toward mid-tier and premium price points. While entry-level products face mounting pressure, higher-priced items help generate increased revenue, even as unit growth remains more moderate.

Social media and viral posts expose consumers to new sensory toys.
“Strong retail performance and social-driven discovery are transforming sensory toys from a niche segment into a scalable growth category,” said Kristen McLean, vice president of client insights for Circana.
The toy industry’s promising start to 2026 reflects a unique intersection of resilient demand and evolving consumer behavior. “Growth is being driven by enthusiasm for trading cards, collectibles, and licensed properties across age groups, reinforcing toys as a bright spot despite broader pressure on discretionary spending,” McLean said.