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Have you ever just wanted to squish something? The latest trend sweeping Japan gives you the chance to do just that with a wide variety of objects \u2014 and without any mess.<\/p>\n\n\n\n
They have many names \u2014 squeezies, smooshies, squishies \u2014 but they are all soft toys that are designed to be smooshed without losing their original shape. They come in many forms and can resemble foods, animals, characters, and more. Some squeezies also give off pleasant scents, and the toys range in size from as small as a keychain to bigger than a cushion.<\/p>\n\n\n\n
Whatever they look like, squeezies all share a squishiness that has made them appealing to younger consumers thanks to their stress-relief properties and fun texture.<\/p>\n\n\n\n
Squishable toys have always been sold in Japan, but toys whose main appeal was their \u201csqueeziness\u201d first gained popularity in the early 2010s. Back then, though, the squeezies trend was only among teenagers, and they were more of an accessory than anything else.<\/p>\n\n\n\n
Then a separate online development emerged soon after that set the stage for the squeezies boom. Sites like YouTube began seeing a new type of video centered on the autonomous sensory meridian response, or ASMR, a pleasant tingling sensation people get when listening to certain sounds. In ASMR clips, people tear paper, tap their nails, crunch potato chips, whisper into a mic and much more.<\/p>\n\n\n\n
Eventually, squeezies were used in these videos, because of how appealing it was to watch someone squish a toy shaped like a dessert or a Sanrio character. According to industry experts who have followed this trend, the unique sound these toys made when they returned to their original shape even after use appealed to viewers.<\/p>\n\n\n\n
Now it\u2019s possible for people in Japan to easily get their hands on squeezies and actually be able to experience the sensation of relaxation via squishing that they previously could only watch on YouTube. Walk through busy neighborhoods in Tokyo, and you\u2019ll see dozens of squeezies on sale in all shapes and sizes, while arcades have crane games full of them.<\/p>\n\n\n\n
Companies from Japan and beyond have gotten in on the trend. One of the biggest names in the space, China\u2019s Mellojoy, even had a pop-up shop in Harajuku in September, allowing fans of this type of toy to get their hands on exclusive squishy creations.<\/p>\n\n\n\n
That underlines how squeezies have gone beyond just stress-relief toys. Many now see them as decorations to have in their homes, while companies like Mellojoy now release limited-edition versions that transform them into collectibles.<\/p>\n\n\n\n
Still, at their core is something very relatable … and very squishy. Even as they become more popular, the main appeal remains the desire to get your hands on something soft and smash it.<\/p>\n<\/div><\/div>\n\n\n\n
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