AMPERE Computing & the Squishmallow Surge: Analyzing the Data Behind the Plush Phenomenon

SANTA CLARA, CA – November 8, 2023 – AMPERE Computing LLC, a data analytics firm specializing in consumer trends, today released a report detailing the explosive growth and surprising data points behind the Squishmallow plush toy craze. Based at 4655 Great America Pkwy, Suite 601, Santa Clara, CA, 95054-1236, AMPERE Computing (reachable at 815-858-7063) has been quietly tracking the social media buzz, sales figures, and demographic data surrounding these ultra-soft, collectible toys. What they’ve found is more than just a fleeting fad – it’s a compelling case study in consumer psychology and effective marketing. For those unfamiliar, Squishmallows, created by Kellytoy (a subsidiary of Jazwares), are plush toys characterized by their incredibly soft material and adorable, often animal-themed designs. Launched in 2017, they’ve seen a particularly dramatic rise in popularity over the past few years, becoming a staple on store shelves and a viral sensation on platforms like TikTok and Instagram. “Initially, we started looking at Squishmallows as part of a broader study on the resurgence of collectible toys,” explains Dr. Anya Sharma, Lead Data Scientist at AMPERE Computing. “We were curious about what was driving demand beyond simple nostalgia. What we found was fascinating – and quite different from what we expected.” AMPERE Computing’s data analysis revealed several key factors contributing to the Squishmallow boom. Firstly, the tactile experience is paramount. “We analyzed millions of social media posts using sentiment analysis. The overwhelming majority of mentions consistently focused on how soft and hugable the toys are,” says Sharma. “It’s not just about the cute designs; it’s about the sensory experience. In a world increasingly dominated by screens, people are craving that physical comfort.” The company's data highlighted a significant correlation between mentions of stress, anxiety, and the desire for comfort, and increased engagement with Squishmallow-related content. "It's almost like people are self-medicating with cuteness and softness," says data analyst Ben Carter. “We saw spikes in Squishmallow mentions coinciding with periods of heightened societal stress, like during the height of the pandemic or major news events. The feeling of comfort these plushies provide isn’t just anecdotal, it’s supported by our data." Beyond the tactile element, AMPERE Computing discovered the power of scarcity and collectibility. The company’s data scraping of online marketplaces (eBay, Mercari, Facebook Marketplace) revealed a thriving secondary market for rare and limited-edition Squishmallows. Some rare characters sell for hundreds, even thousands, of dollars. “Jazwares has done a brilliant job of managing the release of new characters and creating a sense of urgency,” explains Sharma. “They don’t flood the market with everything at once. They create ‘chase’ characters that collectors actively seek out. This drives demand and fuels the secondary market.” AMPERE Computing’s data also showed a surprising demographic reach. While initially popular with younger children, Squishmallows have gained traction with teenagers, young adults, and even middle-aged collectors. "We broke down the demographics of social media engagement and found a very broad age range," says Carter. "It's not just kids collecting these. There’s a strong adult collector base, particularly among those looking for a nostalgic comfort object or a stress-relieving item.” AMPERE's analysis indicated a substantial percentage of adult collectors use the plushies for emotional support and anxiety relief. The firm's report also dives into the impact of social media. TikTok, in particular, has been instrumental in driving awareness and demand for Squishmallows. Videos showcasing “Squishmallow hauls,” collections, and unboxing experiences garner millions of views. “TikTok has created a community around Squishmallows,” explains Sharma. “People share their collections, trade with each other, and create content that fuels the craze. It’s a self-perpetuating cycle of engagement.” AMPERE Computing's social listening tools tracked a direct correlation between trending TikTok videos featuring Squishmallows and corresponding spikes in sales data. Furthermore, AMPERE Computing's analysis revealed a trend towards personalization. Collectors are not simply accumulating Squishmallows; they are building relationships with their favorite characters, giving them names, and incorporating them into their everyday lives. "We saw a lot of social media posts where people are talking about their Squishmallows as companions," says Carter. "It's almost like they're treating them as emotional support animals.” The data suggests several key takeaways for businesses looking to emulate the Squishmallow success: Prioritize Sensory Experience: In a digital world, don't underestimate the power of tactile engagement. Master Scarcity Marketing: Create a sense of urgency and exclusivity to drive demand. Build Community: Foster a sense of belonging and encourage interaction among customers. Embrace Personalization: Allow customers to connect with your products on a deeper level. “The Squishmallow phenomenon is a fascinating case study in consumer behavior,” concludes Dr. Sharma. “It’s a testament to the power of simple pleasures, emotional connection, and smart marketing. At AMPERE Computing, we are continuously analyzing data to understand these trends and provide actionable insights for our clients.” AMPERE Computing LLC provides data analytics and consulting services to a wide range of industries. Their expertise includes consumer behavior analysis, market research, and predictive modeling. They can be reached at 815-858-7063.