软挤玩具（squishies）已成为英国今年圣诞季最火热的玩具潮流。1知名玩具零售商Hamleys的年度圣诞推荐清单中，售价10英镑的Big Squij香蕉玩具位列其上。1这股风潮主要由社交媒体驱动，其中TikTok上相关话题超过26万条帖子，Instagram则超过60万条，NeeDoh品牌在TikTok上拥有110万粉丝。1
英国独立玩具零售商对这一趋势表示乐观。The Entertainer玩具店老板Andrew Murphy认为软挤玩具是今年最大的玩具趋势。1Hamleys购买和销售主管Victoria Kay表示，"挤压一个软挤玩具后真的很难放下"。1市场研究公司Circana的数据显示，英国玩具销售按价值计增长13%，按数量计增长19%，其中价格低于10英镑的玩具销售增长最快，该时期额外销售额达1亿英镑。1
在Hamleys的圣诞玩具清单中，最昂贵的是遥控飞行独角兽Thunder Unicorn，售价75英镑。1
Soft squeeze toys, known as squishies, have become the dominant toy trend across the UK this festive season, with a £10 Big Squij banana toy featuring prominently on major retailers' must-have lists.1 The phenomenon has been fueled by social media momentum, accumulating over 260,000 posts tagged #squishies on TikTok and more than 600,000 on Instagram.1 The NeeDoh brand alone has amassed 1.1 million followers on TikTok, reflecting the considerable appeal of these tactile toys.1
Industry observers have attributed significant growth in the toy sector to this trend. According to market research firm Circana, UK toy sales increased by 13% in value and 19% in unit volume during the period.1 Toys priced below £10—the squishies' sweet spot—experienced the fastest growth, generating an additional £100 million in sales.1 Andrew Murphy, owner of independent toy retailer The Entertainer, identified squishies as the year's dominant toy trend, with forecasts suggesting the phenomenon could drive at least 30% sales growth across independent toy shops.1 Victoria Kay, Hamleys' buying and sales director, captured the appeal of the category, stating that "once you squeeze a squishie, it's really hard to put it down."1 On Hamleys' curated Christmas toy list, the Big Squij banana represents the most affordable offering, while a remote-controlled Thunder Unicorn takes the premium position at £75.1
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