Merry squishmas: £10 squeezy banana on list of top festive season toys

Read the original at The Guardian ↗
Cite

Wood, Z. (2026, October 14). Merry squishmas: £10 squeezy banana on list of top festive season toys. The Guardian. https://www.theguardian.com/business/2026/oct/14/best-christmas-season-toys-list-hamleys-squeezy-banana-squishies

Dated from the outlet's own feed. Check the original for its byline.

The Guardian · collected 2026-10-14 · by Zoe Wood

Quick Summary

A squeezable banana toy priced at £10 is predicted to be a top Christmas toy this year, according to Hamleys toy experts. Part of the broader "squishies" trend, these sensory toys have gained immense popularity on social media and are expected to drive significant sales growth for UK toy shops, with some independent retailers projecting a profit increase by at least 30%. The article highlights how the squishy craze is contributing to an overall boost in toy sales, particularly among affordable items under £10.
Written locally by qwen2.5:14b on 2026-10-14, using this article's own text rather than the other coverage of the same event (that is the story summary below).

AI analysis runs on qwen2.5:14b, locally

Story summary

The Big Squij, a £10 squeezable banana toy, is tipped to be one of the must-have items this Christmas at Hamleys, thanks to the ongoing "squishies" craze. This trend has led to significant interest on social media platforms like TikTok and Instagram, where there are over 260,000 posts and more than 600,000 tagged #squishies respectively. Victoria Kay, Hamleys' head of buying and merchandising, notes the demand is immense and expects to sell thousands of these toys in various shapes filled with a flour-based compound. The popularity has also boosted sales for independent toy shops by at least 30%, according to Andrew Murphy from The Entertainer, the UK's largest chain of toy shops.

Written for “Squeezy Banana Toy Trend” on 2026-10-14, grounded in this article and the 0 other(s) covering the same event.

Story

📰 Squeezy Banana Toy Trend
Entertainment · 1 article(s) covering the same event.

Compared with similar articles

Nothing to compare against. No article is close enough to this one for the pipeline to have linked or judged the pair.
How this article was measured signals, leaning charts, publisher record, byline, topics and claims

Signals How these are calculated →

Claims extracted
22
sentences that state something as happening or true
Uncertain
18%
4 of 22 hedged ("reportedly", "may", "according to")
Leaning
not political
takes no side on a contested political question
Publisher signals
67/100
The Guardian's corrections and hedging, across everything collected from it. Not a measure of accuracy.
Outlets on this story
1
Entertainment
Same framing elsewhere
1
articles that frame the event the way this one does
Analyzed 2026-10-14 · how these are computed

How this is being covered How these are calculated →

Article leaning vs. publisher reliability
Source leaning vs. consistency

Publisher

The Guardian · 1826 article(s) · 5 correction(s) detected
Running correction rate · 5 correction(s)

Who wrote this

Zoe Wood
4 article(s) here · 1 carrying a prediction
🔮 The squishies craze is good news for independent toy shops, he said: “It will be increasing sales in total by minimum of 30%.
🔮 While some people might complain it is all over the top, Broadbent said: “What we’re seeing is people investing into Halloween as a reason to share quality time together ahead of Christmas, with lots of fun and creativity at its heart and without the need to spend big.”
🔮 That programme includes William Morris-inspired phone cases with the tech accessories brand CASETiFY, and pictures for the art store of Samsung’s “the Frame” TV, which displays artworks when the TV is off, transforming the blank monitor into a picture.
Also by Zoe Wood
Nothing else under this byline is closely related to this article, so these are simply their most recent.

Topics

Hamleys Instagram Lego NeeDoh TikTok

Subjects

Hamleys ORG · 10× Lego ORG · 3× Big Squij ORG · 2× Doctor Doom PERSON · 2× TikTok ORG · 2× Andrew Murphy PERSON · 1× Instagram ORG · 1× NeeDoh ORG · 1× The Entertainer ORG · 1× Victoria Kay PERSON · 1×

Narrative

Hamleys festive 15 Hamleys Movers & Shakers interactive pet £35 Hamleys Thunder Unicorn £75 Barbie Nutcracker doll £30 PlayDoh Stamp & Spin Pizza playset £20 Articulate Under Pressure £25 Primal Hatch Megalodon £55 Doctor Doom action figure £30 Hamleys ScorpiX RC transforming car £50 Hatsune Miku figure £28 Big Squij £10 Numberblocks sing and record music player £27 Lego Doctor Doom bust £45 Ready, Pedal, Go interactive Peppa Pig £30 Hamleys Wooden London taxi £25 Hamleys Magic 3D Track set £60
framing: assertive · carried by 1 article(s) · first seen 2026-10-14
🔮 The squishies craze is good news for independent toy shops, he said: “It will be increasing sales in total by minimum of 30%.
2026-10-14 · The Guardian
Merry squishmas: £10 squeezy banana on list of top festive season toys · assertive framing

Claims (22 extracted, 4 hedged)

A cartoonish banana so addictively squidgy that it is “really difficult to put down” is tipped to be among the must-have toys this Christmas, according to expert buyers at Hamleys. uncertain
it → put → Hamleys
The £10 “slow-rise, squeezable, sensory” fruit taps into the “squishies” craze that is fuelling a high street boom in toy sales. asserted
that → tap → sales
Hamleys expects to sell thousands of the Big Squij toys, which come in a variety of food and animal shapes filled with a flour-based compound, in the coming weeks. asserted
which → expect → weeks
Their popularity has been supercharged by social media and a growing army of child and adult collectors. asserted
popularity → supercharge → collectors
The most popular official brand, NeeDoh, has 1.1m TikTok followers. asserted
brand → have → followers
Victoria Kay, the head of buying and merchandising at Hamleys, said the “squishy craze is only really just getting going”. asserted
craze → buy → Hamleys
There is a wonderful simplicity to their power whether you are a young child or an adult. asserted
you → be → power
Literally once you squeeze one, it’s really difficult to put it down.” asserted
it → squeeze → it
Squishies are the biggest toy trend of the year, according to Andrew Murphy, who runs The Entertainer, the UK’s largest chain of toy shops. uncertain
who → accord → shops
Some theories suggest their viral success is because of their stress-relieving powers or simplicity, but he suggests the “degree of fanaticism from kids under 10 for these products is not explainable in any rational way. uncertain
degree → suggest → way
It’s just a real, deep desire”. asserted
It → ’ → ?
The squishies craze is good news for independent toy shops, he said: “It will be increasing sales in total by minimum of 30%. asserted
It → say → %
Most of their costs are fixed so they’ll probably be doubling the profit for the year.” asserted
they → fix → year
The craze has been a shot in the arm for UK toy sales this year, which by the end of August were up 13% by value and 19% by volume, according the market research company Circana. asserted
which → accord → company
Sales of toys that cost under £10 are growing fastest, with an extra £100m worth of these so-called “pocket money” items sold during the period thanks to the clamour for World Cup stickers and squishies. asserted
worth → cost → stickers
As for Christmas – still 72 days away – Hamleys says this week is when shopping for the festive season “officially” starts, according to a poll of consumers. uncertain
shopping → say → consumers
With that in mind it has produced its annual shortlist of toys to please toddlers through to teenagers and older. asserted
it → produce → teenagers
while the remote-controlled flying Thunder Unicorn” is the most expensive at £75. asserted
Unicorn → control → 75
The list of 15 items includes evergreen favourites such as Lego, Barbie, Peppa Pig and PlayDoh. asserted
list → include → Lego
With the upcoming Marvel superhero extravaganza Avengers: Doomsday on the horizon it features two Doctor Doom toys – a £45 Lego bust and a £30 action figure. asserted
it → feature → toys
The 16-year-old vocaloid – her “voice” comes from music software – is playing London’s O2 arena next month. asserted
voice → come → arena
Hamleys festive 15 Hamleys Movers & Shakers interactive pet £35 Hamleys Thunder Unicorn £75 Barbie Nutcracker doll £30 PlayDoh Stamp & Spin Pizza playset £20 Articulate Under Pressure £25 Primal Hatch Megalodon £55 Doctor Doom action figure £30 Hamleys ScorpiX RC transforming car £50 Hatsune Miku figure £28 Big Squij £10 Numberblocks sing and record music player £27 Lego Doctor Doom bust £45 Ready, Pedal, Go interactive Peppa Pig £30 Hamleys Wooden London taxi £25 Hamleys Magic 3D Track set £60 asserted
bust → transform → taxi
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