I spent £2.5k on squishmallows for my 12-year-old daughter – she wakes me up at 5am to buy them and our house is full

SOFT, spongy and sold by the millions – Squishmallows are a trend to be reckoned with.

Last year, more than 100 million pounds of colorful creatures were purchased worldwide, with sales soaring 11% in the UK.

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Lady Gaga and Kim Kardashian are fans of the reachwhich includes mythical creatures such as Ace The Unicorn, vegetables and branded editions including Harry Potter, Star Wars and CoComelon.

They adorn children’s bedrooms across the country, and in extreme cases, they are taking over houses.

Alpna Smith’s 12-year-old daughter Skye has a collection worth more than £2,500.

The Coventry-based online content marketer says: “Skye has over 120 Squishmallows. They don’t all fit in her room, so we put them in closets downstairs and on the couch. I find them in the car, on the kitchen counters. Sometimes I think the whole house is a mess.”

Alpna, who also lives with her husband Andy, 44, a business manager, and son Lion, five, once forked out £150 in an online auction for a rare Patty The Cow toy – three times what it cost at retail. She says: “If a new one is coming out, Skye becomes obsessed and asks me to put reminders on my phone so she doesn’t miss it.”

Although it may seem like a shrewd investment, renowned toyologist Peter Jenkinson warns that toys don’t always increase in value.

“Everybody thought Beanie Babies it would be worth a fortune,” he says about the plush toys of the nineties.

“But in fact, when people sell them now, they are only worth about half the original price.

“Squishmallows might be worth a little more at some point, but there are a lot of them out there. And there are many copycat versions.”

Squishmallows were created by Sunny Cho, who worked for Kelly Toys, and released in 2017. Early ones included Cam the Cat, Wendy the Frog and Hans the Hedgehog. There are around 3,000 designs, each with their name and biography.

Skye got her first Squishmallow when she went to hospital with suspected HSP, a condition where blood vessels swell, in March 2020.

Alpna says: “It seemed to have a calming effect on her. She fell in love with it and has been collecting it ever since. She even dragged me out of bed at 5am to queue at the stores for one-off purchases.”

Skye’s Squishmallow collection also includes t-shirts, coloring books books and stationery.

“We need extra space to house everything,” says Alpna, who also became a fan. “In a world where children are exposed to so many adult themes, Squishmallows are soft and gentle.” But it’s not just children that toys attract. Chartered psychologist Dr Louise Goddard-Crawley says hugging them can help reduce anxiety in adults.

She says: “For many adults, these toys can provide a temporary escape from the stress and responsibilities of everyday life. The cute designs and plush texture can transport adults back to a time of innocence and joy, providing comfort and a sense of connection to childhood.”

Smiles bring me joy

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LILITH WILDWOOD, 54, lives alone in Newark, Nottinghamshire, and has 24 Squishmallows that “keep the child inside her alive”. She says:

“I was diagnosed with autism shortly after I turned 50. After that, I started to allow myself to enjoy all the things I had previously kept hidden.

One of those things was toys. Most adults have forgotten about teddy bears and wouldn’t think about buying any more. But autistic people like me like to keep the child inside them alive.

When I first saw Squishmallows, I was immediately drawn to their softness and bright, colorful faces.

The first one I bought was extra large pink unicorn with ears, which costs around £40.

That was about four years ago and now I have 24 of them. I probably spent around £350 in total.

I only buy Squishmallows that are mythical creatures, like unicorns or dragons, or those that are pink, purple, or blue.

I have a Bigfoot and an alien. Don’t tell the others, but he’s my favorite.

I keep some on top of the wardrobe in my room.

When I wake up in the morning and they are looking at me with their smiling faces, I feel very happy. I also put them on the couch instead of regular, boring pillows. Like many autistic people, I have hypermobility in my joints, so they are really good for supporting my wrists or wearing under my neck.

I’m a psychotherapist and I often support neurodivergent clients by letting them know that having toys is good and can actually be good for us.

In the past, people looked at me like I was weird and friends took the mickey out of me for having toys.

But I won’t let that stop me. Why should the kids have all the fun?”

They share my bed

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NICKI HARI, 56, has a £500 collection. The addiction center manager is mum to Ben, 23, and Aaron, 25. She lives in Borehamwood, Herts, with her postman fiancé Stuart Permutter, 62. She says:

“Squishmallows are my secret obsession. I started collecting them after visiting a friend’s daughter who had a collection.

The first time I held one, I knew I needed them in my life. Its effect was so calming and comforting. My first was Felicia, the Pandacorn. I adore her.

I now have 15 and have spent over £500 on them.

There are four in particular that I like to sleep with – three are the largest size, are around 20 inches tall and cost £60 each.

Stuart thinks I’m crazy and complains that he needs to make room for them. He tried to throw them on the floor at night, but I was upset.

He always jokes that I prefer them to him, but he accepts that he needs to have them in bed with us. If we get close, I’ll have to flip the squishies! I also have one in my office, one that I hug while watching TV, and I have one in my car.

People ask why I love them so much. It’s the feeling of toys. When you crush them, it’s very comforting. Holding one is great for stress.

If I go on vacation, Rhiannon the pink fox stays in my carry-on luggage. The customs officers give me strange looks when they see me with a cuddly toy, but I don’t care.

Friends say I’ve lost control, but they often change their minds after they get it.

They help me deal with the situation – it’s a chance to feel like a kid again.”