Merry squishmas: £10 squeezy banana on list of top festive season toys
Hamleys has named a £10 squeezable banana among its likely festive bestsellers, as the social media-fuelled “squishies” craze boosts toy sales. Retailers say the simple, squidgy toys appeal to children and adult collectors, and may be helping independent toy shops increase sales and profits.
Hamleys expects to sell thousands of Big Squij toys, which are filled with a flour-based compound and come in food and animal shapes. The trend is part of a wider rise in UK toy sales: by the end of August, sales were up 13% by value and 19% by volume, with toys under £10 growing fastest. Hamleys’ 15-toy Christmas shortlist also includes Lego, Barbie, Peppa Pig and Play-Doh, plus items linked to Marvel and Hatsune Miku.
- A £10 squishy banana is tipped as a festive hit.
- Squishies are helping drive growth in toy sales.
- UK toy sales rose 13% by value by August.
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Squishies are soft, squeezable toys, often shaped like food or animals. Short videos and posts on social media have helped make them popular with children and adult collectors.
The toys sit within a wider UK market where sales have risen, with lower-priced toys growing particularly quickly. Independent toy shops say interest in squishies may be bringing in more customers and supporting sales.
Hamleys is a major British toy retailer, and its Christmas shortlist covers a range of familiar brands and characters. Its choices offer a snapshot of the toys it expects to be popular during the festive shopping season.