Looking for Squishies? The Darling Effect is Tapping into the Hot Trend with a Luxe Option | JINHANFAIR DiscoverNEW

2026.08.10

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What began as a popular product that no one could seem to keep on the shelves, the Needoh by Schylling, has erupted into a full-on squishy toy craze. Retailers and consumers alike are looking for the latest iterations of the satisfyingly squishy toy that promotes screen-free sensory play. Now The Darling Effect is in on the trend, too, but with an important twist.

For kids, doughy dumpling characters and butter sticks are the latest favorites. But now there is a more upscale option for adults thanks to The Darling Effect’s latest launch. The brand’s new Oh So Squishy products are designed with adults in mind, offering a luxe, stylish option.

Collection of individual Oh So Squishy cubes. (Photo courtesy of Road Runners on behalf of The Darling Effect)

The new launch includes nine decorative squish cubes, from glittery options filled with snowflakes or golden Christmas charms to colorful stripes, as well as three holiday gift sets of three. The first ship date is Oct. 15-22 and the second ship date, as inventory allows, is set for Nov. 5-12, so retailers can order now and get them on the shelf before the holidays.

According to research group Circana, squishy toys have delivered triple-digit growth through April in terms of dollars and units sold, and the rapid rise of Needoh shaped much of the demand as consumers sought out similar squishy formats. Faire also reported that searches for squish have skyrocketed on the online ordering platform. It’s clear that squishy sensations, in whatever shape or design, are going to be the “it” gift for the upcoming holiday season.

Luxe Oh So Squishy green gift set by The Darling Effect. (Photo submitted)