Squishmallow

Squishmallows are the marshmallow-soft plush that turned collecting into a full-blown craze. Made by Kellytoy, each one is stuffed with that signature squeezable polyester fill and given a name and quirky backstory, from Cam the cat to Fifi the fox, turning a simple round plush into a character worth chasing.

The obsession runs on scale and scarcity: hundreds of "Squads," a size range from clip-on tiny to enormous, and coveted rare or retailer-exclusive drops that send collectors hunting. Fans love the endless variety, the pastel palettes, and the pillow-soft cuddle factor that makes them equally at home on a bed or a display shelf.