Squishies are crowding Amazon's toy charts this October. On the morning of Oct. 22 (about 10 a.m. PT), PlayMonster's Squeeze Please Marshmallow 3-Pack ranked No. 27 in Amazon's Toys & Games Best Sellers and No. 2 in Toys & Games New Releases, Toymendous' Jumbo Squishy Jack-O-Lantern was No. 3 in New Releases, and ZURU's MY MINI Mom & Baby Surprise was No. 21 in New Releases ahead of its Oct. 25 release. Here is what each costs, what buyers say and what parents should know, with pros and cons for every pick.
Squishy safety, from CPSC: on Oct. 22 the U.S. Consumer Product Safety Commission told consumers to stop using Kaizou Group's Rainbow Mystery Squishy Bun and Squeezy Dumpling toys and throw them away, saying they contain water beads and violate the mandatory federal standard for toys containing water beads. None of the products below is named in that warning, and none is described by its seller as containing water beads. CPSC's full notice is here. The Amazon listings for the Squeeze Please and Toymendous squishies also carry a heat warning: do not heat or microwave them.
1. Squeeze Please Scented Marshmallow: Sweet and Toasted (PlayMonster)
These Amazon-exclusive marshmallow squishies are made of slow-rise foam that eases back into shape after every squeeze, and each is infused with its own scent. The Sweet version is white, and the Toasted version has a toasted look and scent. The Sweet listing shows 4.4 stars from 121 ratings, an "Amazon's Choice" badge and "1K+ bought in past month." Manufacturer recommended age: 3 years and up.
Price: Sweet, $9.99 on Amazon; Toasted, $7.99 on Amazon (list price $9.99). Both are sold by Amazon.com.
Pros: Slow-rise squish reviewers call satisfying and bigger than expected; under $10; sold and shipped by Amazon.
Cons: Opinions on the scent are mixed in reviews, and some say it smells of chemicals at first; scented toys may not suit fragrance-sensitive kids.
2. Squeeze Please Scented Marshmallow 3-Pack with Cotton Candy Swirl
The 3-pack bundles Sweet, Toasted and the pink-and-blue Cotton Candy Swirl, each with its own scent. It is the version ranked No. 27 in all of Amazon Toys & Games on Oct. 22.
Price: $24.99 for the 3-pack on Amazon, sold by Amazon.com.
Pros: Gets all three scents at once; easy to split into stocking stuffers.
Cons: At about $8.33 each, only slightly cheaper than the singles, and the Toasted single alone is $7.99; Cotton Candy Swirl isn't sold alone by Amazon.com.
3. Toymendous Jumbo Squishies: Ghost, Jack-O-Lantern and Bat (Sunny Days Entertainment)
Sunny Days Entertainment's Toymendous Jumbo Squishies come in Halloween shapes, among others, and measure more than 5 inches; they are graded for ages 3 and up. The Ghost listing shows "5K+ bought in past month," but only 2.9 stars from 37 ratings, and many reviewers say theirs arrived dirty or marked even though they liked the squish. The Jack-O-Lantern is No. 3 in Amazon's Toys & Games New Releases.
Price: Ghost, $9.99 on Amazon (sold by Amazon.com; it showed "Only 5 left in stock" on Oct. 22). Jack-O-Lantern, $15.00 on Amazon and Bat, $15.00 on Amazon were offered only by a third-party seller on Oct. 22, not by Amazon.com.
Pros: Big, dense squish reviewers like; seasonal shapes for Halloween baskets; graded 3+.
Cons: Low 2.9-star rating driven by complaints about dirty arrivals; Jack-O-Lantern and Bat cost about $5 more from a third-party seller; Halloween-only appeal.
4. ZURU My Mini Baby: Birthday Series 1, Series 2 and Disney
ZURU's My Mini Baby capsules hide a tiny, ultra-realistic silicone baby doll with matching accessories and a playset piece. Birthday Series 1 has 6 babies to collect, each with cakes, balloons and gifts. Its Amazon listing shows 4.8 stars from 281 ratings and "10K+ bought in past month," and it ranked No. 73 in Toys & Games on Oct. 22. Series 2 has 15 babies and playsets (Sleep Time, Stroller Outing, Play Time and Diaper Change), and the Disney series has 6 babies with accessories inspired by favorites like Moana, Stitch and Winnie the Pooh. The Birthday listing carries a choking-hazard warning for small parts and a manufacturer age of 3 and up.
Price: Birthday Series 1, $9.99 per capsule; Series 2, $18.99 for 2 capsules; Disney, $24.99 for a 2-pack. All sold by Amazon.com on Oct. 22.
Pros: Highly rated (4.8 stars on Birthday); detailed, soft babies that appeal to kids and adult mini collectors; under $10 to start.
Cons: Blind capsules mean duplicates; small parts make them unsuitable for children under 3; some reviewers find them pricey for the size.
5. MY MINI Mom & Baby Surprise (ZURU)
The newest My Mini set is a mini mom doll whose removable baby bump reveals a squishy sac with a newborn inside, plus a swaddle blanket, bib, birth certificate and 5 baby accessories. There are 3 mom-and-baby sets to collect, and the listing says it is for ages 3 and up. Amazon lists a release date of Oct. 25, 2026.
Price: $24.99 on Amazon (pre-order).
Pros: Already No. 21 in Amazon's Toys & Games New Releases before release; lots of nurturing-play accessories.
Cons: Pre-order, so no customer ratings yet; the birth theme is something parents may want to look at first.
For the full weekly market brief: The ToyDirectory Intelligence Report
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