Osher Ad Brings Viral Squishy Toy Craze to Israel for 19.90 Shekels
The global squishy toy craze has reached Israeli supermarkets, with Osher Ad offering a five-piece kit for 19.90 shekels as worldwide sales surge past hundreds of millions of dollars.
The viral squishy toy craze sweeping social media and global toy stores has officially reached Israeli supermarket shelves. At an Osher Ad branch, a squishy toy kit containing five items modeled after familiar supermarket products has been spotted priced at just 19.90 shekels. The packages feature miniatures resembling products like dish soap and ketchup.
Global Surge and Sales Growth
Priced at under four shekels per item, the kits arrive during a year when squishy toys have emerged as one of the biggest hits in the global toy industry. These soft, squeezeable toys come in various shapes, colors, and sizes, mimicking foods, animals, and everyday objects, while social media popularity has heavily fueled sales.
According to market research firm Circana, US squishy sales reached 297 million dollars in the first half of 2026, quadrupling compared to the same period last year. The number of toys sold surged by nearly 200 percent to 58.6 million units. One of the prominent brands driving this craze is Nido, manufactured by the American company Schilling.
Expanding Beyond Children and Toy Stores
Data reveals that squishies are no longer just for children. According to Circana, while about 60 percent of Nido purchases were made by parents for their children, 18.2 percent of buyers purchased the items for themselves. The phenomenon has expanded well beyond the United States and traditional toy shops.
Wholesale e-commerce platform Faire reports that squishies now account for 63 percent of children product orders in grocery stores, 65 percent in pharmacies, and 67 percent in convenience stores. Searches for squishies on the platform skyrocketed by over 18,000 percent within a year, driven by affordable pricing, collectibility, and millions of viral videos on TikTok.
