Why Are Squishmallows So Expensive Collecting Vs Comfort

Squishmallows have taken the plush toy market by storm, evolving from a simple soft companion into a cultural phenomenon. What began as a line of ultra-soft stuffed animals is now a high-demand collectible with price tags that can reach hundreds — sometimes thousands — of dollars. While some people buy them for cuddling, others treat them like rare trading cards or limited-edition sneakers. This dual identity — comfort object versus collector’s item — lies at the heart of why Squishmallows are so expensive today.

Their soaring prices aren’t just about fluff and fabric. A combination of scarcity, emotional appeal, brand strategy, and secondary market dynamics has created an environment where a 12-inch plush can cost more than a dinner for two. Understanding this divide between collecting and comfort reveals not only the economics behind the trend but also the psychology fueling it.

The Rise of the Squishmallow Phenomenon

Launched in 2017 by Kelly Toys, Squishmallows were designed to be exceptionally soft, lightweight, and huggable. Made from spandex and polyester, they offered a sensory experience unlike traditional plush toys. Their chunky shapes, expressive faces, and whimsical names (like Cam the Camel or Sprinkles the Unicorn) appealed immediately to children and adults alike.

But what started as a niche product exploded during the pandemic. With people spending more time at home, seeking comfort and connection, Squishmallows became emotional anchors. Social media platforms like TikTok amplified their popularity, turning individual characters into viral sensations. Collectors began showcasing full shelves, themed displays, and even custom-built Squishmellow rooms.

This shift transformed Squishmallows from toys into lifestyle symbols. And as demand grew, supply struggled to keep up — especially for limited editions, seasonal releases, and retired characters.

Scarcity and Supply Chain: The Engine of High Prices

One of the primary reasons Squishmallows are expensive is intentional scarcity. Kelly Toys releases certain designs in limited quantities or for short durations. Once a character is retired, it never returns to production. This creates immediate urgency among collectors who fear missing out.

For example, when “Pepper” the Black Cat was discontinued in 2021, resale prices jumped from $14.99 to over $200 within months. Similarly, holiday-themed Squishmallows like “Jingle” the Reindeer often sell for 10x their retail price after December.

Supply chain constraints further exacerbate the issue. Manufacturing delays, shipping bottlenecks, and material shortages mean even standard Squishmallows can be hard to find in stores. Retailers like Target and Walmart often see items sell out within hours of restocking — if they make it onto shelves at all.

Tip: Set up stock alerts on retailer websites and join online communities to get early notifications about restocks.

Collecting Culture: When Plush Becomes Investment

For many, Squishmallows are no longer about softness — they’re about rarity, completion, and status. Collector culture treats these plushes like Pokémon cards or vintage action figures. Entire online communities on Reddit, Facebook, and Instagram are dedicated to tracking releases, grading condition, and trading duplicates.

Some collectors focus on completing entire series — such as the “12 Days of Christmas” or “Unicorns of the World.” Others specialize in specific themes: ocean creatures, food characters, or black-owned small business collaborations. The drive to complete a set pushes individuals to pay premium prices on secondary markets.

Platforms like eBay, Mercari, and Poshmark have become Squishmallow bazaars. Sellers list retired or mint-condition plushes with detailed descriptions, photos, and even authenticity verification. Condition matters immensely: a “new with tag” Squishmallow commands significantly higher value than one that’s been hugged regularly.

“Collectors don’t just buy plushes — they buy nostalgia, exclusivity, and the thrill of the hunt.” — Dr. Lena Torres, Consumer Behavior Researcher, University of Michigan

Collector Motivations vs. Comfort Seekers

Motivation	Collector	Comfort User
Purchase Goal	Complete sets, own rare items	Enjoy softness, use daily
Price Sensitivity	Low — willing to pay premiums	High — prefers retail pricing
Usage	Display only, stored carefully	Hugged, slept with, carried around
Emotional Value	Achievement, community, investment	Companionship, stress relief, sensory comfort
Likelihood of Resale	High — may flip for profit	Negligible — keeps long-term

This table highlights the fundamental divergence in how people engage with Squishmallows. For collectors, the plush is a curated asset; for comfort users, it’s a functional object. Yet both groups contribute to rising prices — one through speculative buying, the other through sustained demand.

The Emotional Economy of Softness

Beyond collecting, there’s a deeper reason Squishmallows command loyalty: emotional utility. In a world marked by stress, uncertainty, and digital overload, tactile comfort has real therapeutic value. The act of hugging a soft object can reduce cortisol levels, lower heart rate, and provide a sense of safety.

Many adults report using Squishmallows to manage anxiety, insomnia, or loneliness. Therapists have noted increased use of weighted or soft companions in mental wellness routines. Unlike traditional stuffed animals, Squishmallows are marketed across age groups, with sleek designs and trendy colors that appeal to teens and adults without feeling childish.

However, this widespread emotional appeal intensifies competition for inventory. When millions seek comfort simultaneously, and only thousands of units exist per design, prices rise naturally. The more emotionally charged the need, the less rational the spending becomes.

Tip: If buying for comfort, consider slightly older or common designs — they’re easier to find and just as soft.

Secondary Market Dynamics and Scalping

The resale market plays a massive role in Squishmallow pricing. Third-party sellers — including professional resellers and automated bots — purchase large quantities during restocks and relist them at inflated prices. Some scalpers use software to bypass website queues, securing dozens of units before regular customers can click “add to cart.”

eBay listings frequently show markups of 300–500%. A $15 Waldo the Whale might sell for $80 in pristine condition. Retired characters like “Buck” the Deer have sold for over $600. These prices distort perception — making consumers believe all Squishmallows are inherently expensive, when in reality, most retail for under $25.

Yet, the secondary market isn’t purely exploitative. It also serves genuine demand. Parents searching for a birthday gift, collectors filling gaps, or fans seeking discontinued favorites often rely on resale platforms. As long as official supply remains constrained, this ecosystem will persist.

Mini Case Study: The Hunt for “Luna” the Moon

In late 2022, Kelly Toys released “Luna” the Moon as part of a celestial-themed collection. Only 5,000 units were produced, and they sold out in under 10 minutes across all retailers. Maria, a 34-year-old teacher and longtime Squishmallow collector, missed the drop despite refreshing her browser for two hours.

Determined to complete her space series, she monitored eBay and Mercari for three months. She found several listings between $75 and $120 — far above the original $16.99 price. Finally, she purchased one for $95, “new with tag,” from a seller with 100% positive reviews.

Though she felt the price was excessive, Maria described the purchase as “worth it” for emotional closure. “It wasn’t just about owning Luna,” she said. “It was about finishing something meaningful to me.” Her story reflects how personal significance can override economic logic in collecting.

How to Buy Smart: A Practical Guide

Whether you’re buying for comfort or collection, navigating the Squishmallow market requires strategy. Here’s a step-by-step approach to getting what you want without overspending.

1. Define your purpose: Are you buying for cuddling, gifting, or collecting? This determines whether rarity matters.
2. Research current releases: Visit the official Kelly Toys website and follow verified social media accounts for launch schedules.
3. Join communities: Facebook groups like “Squishmallow Collectors United” and subreddits like r/Squishmallows share restock alerts and warn about scams.
4. Set budget limits: Decide the maximum you’ll pay — especially on resale sites — and stick to it.
5. Monitor multiple platforms: Check Target, Walmart, Kohl’s, and Amazon regularly. Use browser extensions like Restock Tracker.
6. Avoid impulse bidding: On auction sites, wait until the last minute to bid, and never exceed your pre-set limit.
7. Consider alternatives: Other plush brands like Jubeez or Snorble offer similar softness at lower prices and better availability.

Checklist: Smart Squishmallow Buying

• ☑ Know your goal: comfort or collection?
• ☑ Set a firm budget before browsing resale sites
• ☑ Follow official brand channels for release dates
• ☑ Join at least one active collector group
• ☑ Use price-tracking tools on eBay and Mercari
• ☑ Inspect seller ratings and photos before purchasing
• ☑ Consider non-retired models for better availability

Frequently Asked Questions

Why do some Squishmallows cost hundreds of dollars?

High prices are driven by scarcity, collector demand, and resale speculation. Retired or limited-edition characters become rare, and their value increases due to perceived exclusivity and emotional attachment.

Are Squishmallows worth collecting as an investment?

Generally, no. While some rare plushes appreciate in value, most do not. Collecting should be motivated by passion, not profit. Market saturation and unpredictable retirements make long-term returns uncertain.

Is there a difference in quality between expensive and cheap Squishmallows?

No. All Squishmallows use the same ultra-soft material and construction, regardless of price. A $15 Waffle the Bunny feels identical to a $150 retired character. Price differences reflect availability and demand, not craftsmanship.

Conclusion: Value Beyond the Price Tag

The high cost of Squishmallows isn’t just about manufacturing or marketing — it’s about meaning. Whether displayed on a shelf or clutched at bedtime, these plushes carry emotional weight that transcends their physical form. For collectors, they represent achievement and belonging. For comfort seekers, they offer solace in turbulent times.

The tension between collecting and comfort explains why prices remain elevated: both uses sustain demand, but only one prioritizes accessibility. As long as scarcity fuels desire and softness soothes stress, Squishmallows will hold value — financial and otherwise.

💬 What does your favorite Squishmallow mean to you? Share your story in the comments — whether it’s about the hunt, the hug, or the joy of finally finding that one elusive character.