Another popular brand is Jellycat, which transforms household objects or food items – such as a pair of salt and pepper shakers – into a cute, plush form to be squeezed and hugged.
They’re like my little witnesses in life.” While Squishmallows is her current favourite brand, Aïcha combs through the internet for rare Black Barbies and Bratz dolls, because she never saw herself represented in toys as a child.
There’s a simple reason for that Sales of squishy objects – items that exist somewhere between a pillow and a stuffed animal – are currently booming, and particularly among young people.
She was on a mission to buy a rare Squishmallow, a type of cuddly toy that’s a hybrid between a pillow and a stuffed animal.
These toys aren’t just something kept at home, either: if you look closely at a Gen Z-ers outfit, you may find a pink furry animal affixed to their belt strap.
