It’s All About the Squish: Sensory Toys Driving Industry Sales in 2026, Data Shows | JINHANFAIR DiscoverNEW

2026.07.14

The toy industry is having a strong year, based on first-half numbers from Circana, and one of the driving forces should come as no surprise. Sensory-driven play continues to be a standout category, but squishy toys in particular have skyrocketed.

Amplified by the “viral” factor and social media influence, squishy toys have delivered triple-digit growth through April in terms of dollars and units sold, Circana said. The rapid rise of NeeDoh shaped much of the demand as consumers sought out similar squishy formats.

“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’s Entertainment Knowledge Group. “Fueled by ASMR content, unboxing videos, and the excitement of hunting for limited editions, these products are resonating with consumers across age groups and reinforcing the growing influence of social commerce on toy demand.”

The “explorative and other toys” supercategory, which includes squishy toys, was the second highest performing category in the industry with +36 percent dollar growth. It was topped only by games and puzzles (+39 percent) and followed up by building sets (+20 percent) as the top three.

In total, seven of the 11 tracked supercategories posted dollar gains through April, with the majority posting growth in dollars, units and ASP. As a whole, the toy industry posted +13 percent dollar growth vs. the same period last year.

“The toy industry’s promising start to 2026 reflects a unique intersection of resilient demand and evolving consumer behavior,” said McLean. “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.”

A more surprising data point comes from the side of the consumer: adult women are the group driving the most growth. Although Circana’s data shows toy sales for all ages and genders experienced growth, more than 50 percent of overall industry growth came from female recipients. In general, the industry is continuing the trend of being driven by the “kidult” consumer, as those ages 18 and up account for more than one third (35 percent) of total industry growth through April.