Why Are Squishmallows So Popular Psychology Of Collectable Plushies

In recent years, Squishmallows—soft, huggable plush toys with round faces and whimsical names like Cam the Camel and Malcolm the Macaw—have surged from niche internet darlings to global sensations. Shelves in toy stores routinely sell out within minutes. Online auctions for rare editions reach hundreds of dollars. Social media is flooded with fan art, unboxings, and personal collections numbering in the dozens or even hundreds. But what drives this frenzy? Why do adults and children alike form such intense emotional attachments to plush animals? The answer lies not just in marketing or design, but in deep psychological needs tied to comfort, identity, and connection.

Squishmallows are more than toys—they represent a modern evolution of collectible culture, one that blends tactile satisfaction with emotional resonance. Their popularity reflects broader societal shifts: increased stress, digital fatigue, and a longing for tangible, comforting objects in an increasingly virtual world.

The Emotional Comfort of Softness

At their core, Squishmallows offer sensory relief. Made from ultra-soft spandex and filled with polyester fiber, they provide a unique tactile experience—squishy yet supportive, lightweight but substantial when hugged. This physical quality taps into what psychologists call “tactile comfort,” a primal human need for soothing touch.

Touch plays a crucial role in emotional regulation. Studies show that hugging soft objects can reduce cortisol levels, lower heart rate, and trigger the release of oxytocin—the “bonding hormone.” For many, especially those experiencing anxiety or loneliness, holding a plush toy isn’t childish; it’s a legitimate coping mechanism.

“Comfort objects aren’t just for children. Adults benefit from tactile anchors that ground them during periods of stress or transition.” — Dr. Lena Torres, Clinical Psychologist specializing in emotional regulation

This explains why Squishmallows gained massive traction during the pandemic. With social isolation at an all-time high, people turned to plushies as surrogate companions. A 2021 survey by Kidscreen found that over 40% of adult Squishmallow owners purchased their first one during lockdowns, citing emotional support as the primary reason.

Tip: Keep your Squishmallows accessible—not tucked away on shelves. Placing one on your desk or bed encourages regular interaction, enhancing its calming effect.

The Psychology of Collecting: More Than Just Hoarding

Collecting is a deeply ingrained human behavior. From stamps to sneakers to vintage comics, humans derive pleasure from acquiring, organizing, and displaying items. But collecting plush toys? That might seem unusual to some—yet it follows the same psychological framework as any other hobby.

Dr. Alan Hirsch, a neurologist and founder of the Smell & Taste Treatment and Research Foundation, notes that collecting activates the brain’s reward system. Each new addition triggers a dopamine release, reinforcing the behavior. The thrill isn’t just in ownership—it’s in the hunt, the anticipation, and the sense of completion.

Squishmallows amplify this through several mechanisms:

• Limited Editions: Retailers frequently release exclusive colors or seasonal variants (e.g., Halloween ghosts, Valentine’s bears), creating urgency.
• Character Diversity: With over 1,000 designs spanning animals, food, mythical creatures, and pop culture mashups, there’s always something new to discover.
• Naming and Personality: Each Squishmallow has a name and backstory (“Tucker the Turtle loves slow walks”), fostering emotional investment.

For collectors, completing a set—or simply building a diverse menagerie—provides a sense of achievement and control. In a chaotic world, curating a soft, predictable universe offers psychological stability.

Mini Case Study: Meet Jamie, Age 28

Jamie, a graphic designer from Portland, owns 73 Squishmallows. They started collecting in early 2020 after losing their job and going through a breakup. “I bought a small lavender unicorn because it looked peaceful,” Jamie recalls. “Within weeks, I was checking restock alerts every morning. It gave me something to focus on besides my anxiety.”

Over time, Jamie began arranging them by color, then by species. They joined online forums, traded duplicates, and even created a digital catalog. “It’s not about hoarding,” they say. “It’s about building a world where everything is soft and safe.”

Jamie’s story mirrors thousands of others. The act of collecting becomes a structured, creative outlet—a way to reclaim agency and build identity beyond traditional roles like “employee” or “partner.”

The Role of Nostalgia and Play in Adulthood

Another key factor in Squishmallows’ appeal is nostalgia. Many adult fans grew up with stuffed animals and associate them with simpler times—carefree childhoods, bedtime stories, unconditional love. Reconnecting with plush toys allows adults to revisit those feelings without judgment.

But it’s not just about looking backward. Squishmallows also enable a form of playful adulthood. In a culture that often equates seriousness with maturity, engaging in childlike activities can feel rebellious—and liberating. Displaying a rainbow raccoon on your office chair or naming your work laptop after a squid Squishmallow injects humor and warmth into daily routines.

Psychologists refer to this as “benign violation theory”—the idea that breaking social norms (like an adult openly loving toys) is enjoyable when it feels harmless and fun. Squishmallows make it socially acceptable to embrace softness, silliness, and sentimentality.

Psychological Need	How Squishmallows Fulfill It
Emotional Safety	Soft texture mimics comforting touch; familiar animal forms evoke security.
Autonomy	Choosing which to buy, how to display, and whether to trade gives control.
Social Belonging	Fandoms, trading groups, and online communities create shared identity.
Creativity	Arranging displays, storytelling, and custom photography encourage expression.
Achievement	Completing sets or finding rare editions provides measurable goals.

Community and Connection in the Digital Age

One of the most powerful drivers of Squishmallows’ popularity is community. What began as individual purchases evolved into vibrant online ecosystems. Reddit threads, Facebook collector groups, TikTok hauls, and Instagram diaries allow fans to share their passion globally.

These spaces are more than transactional—they’re emotional support networks. Members celebrate new arrivals, offer care tips, and console each other when a desired plush sells out. For isolated individuals, particularly neurodivergent people or those with social anxiety, these communities provide low-pressure social interaction.

Consider the rise of “Squishmallow unboxing” videos on YouTube and TikTok. These aren’t just product reviews; they’re rituals. Viewers watch someone gently remove packaging, describe textures, assign personalities, and place the new arrival among friends. The format is soothing, predictable, and emotionally resonant—almost meditative.

Brands have capitalized on this communal energy. KellyToys, the company behind Squishmallows, hosts events, releases collaborative designs with influencers, and encourages user-generated content. They’ve turned a product line into a participatory culture.

Checklist: Building a Meaningful Squishmallow Collection

Whether you're new to collecting or expanding your existing stash, follow these steps to ensure your collection brings lasting joy:

1. Define Your Purpose: Are you collecting for comfort, aesthetics, rarity, or community? Knowing your “why” helps guide choices.
2. Set a Budget: Avoid financial stress by deciding monthly spending limits upfront.
3. Choose a Display Method: Use shelves, beds, or shadow boxes to showcase your favorites—visibility increases emotional benefit.
4. Join a Community: Find a Facebook group or subreddit to connect with fellow fans and learn about restocks.
5. Rotate Favorites: Keep different plushies in rotation for hugging to maintain novelty and prevent wear.
6. Trade Thoughtfully: Engage in trades not just for value, but to build relationships with other collectors.

The Dark Side: When Collecting Becomes Compulsive

While most collectors enjoy healthy engagement, some cross into compulsive territory. The same dopamine-driven reward cycle that makes collecting fun can, in extreme cases, lead to overspending, clutter, or emotional dependency.

Signs of problematic collecting include:

• Spending beyond your means on plushies
• Feeling anxious or irritable when unable to purchase
• Neglecting responsibilities to monitor restocks or manage collections
• Hiding purchases from family or roommates

If these patterns sound familiar, it may be helpful to reflect on what the plushies are compensating for. Are they filling a void left by loneliness, burnout, or lack of purpose? Addressing root causes—perhaps with therapy or lifestyle changes—is more sustainable than acquiring more toys.

Tip: Practice mindful collecting. Before buying, ask: “Do I want this for emotional comfort, or am I chasing a temporary high?”

FAQ

Are Squishmallows only for kids?

No. While marketed as toys, a significant portion of buyers are adults. Many use them for stress relief, decoration, or as part of a collecting hobby. Retailers now acknowledge this trend by releasing “adult-friendly” designs and packaging.

Why are some Squishmallows so expensive?

Rarity drives value. Limited editions, retired characters, or misprints become sought-after. Scalpers sometimes buy large quantities during restocks and resell at inflated prices. The emotional attachment fans have to certain characters further increases demand.

Can plush collecting be therapeutic?

Yes—for many, it is. The tactile comfort, routine of care, and sense of accomplishment can support mental well-being. However, it should complement, not replace, professional mental health care when needed.

Conclusion: The Lasting Appeal of Soft Companions

Squishmallows’ popularity is not a passing fad. It’s a reflection of enduring human needs: the desire for comfort, the joy of collecting, the power of play, and the craving for connection. In a world that often feels harsh and fast-moving, these plush animals offer a gentle counterbalance—a reminder that softness is strength, and that it’s okay to seek solace in simple things.

Their success signals a cultural shift toward embracing emotional authenticity, especially among younger generations who reject rigid definitions of maturity. Owning a Squishmallow isn’t about refusing to grow up—it’s about choosing what nurtures you, regardless of age.

💬 What’s your favorite Squishmallow, and what does it mean to you? Share your story in the comments and join the conversation about why we collect, comfort, and care.