“Unfortunately a lot of people are no longer collecting because they are so tired of resellers clearing shelves and price gouging,” she said. Melanie Schroeder: ‘If I’m sad, I go squish hunting.’ Photograph: Courtesy of Melanie Schroeder Melanie Schroeder, a California-based college student, started collecting in August 2020 and now has 400 toys, but she says the price gouging has overshadowed the hobby’s originally playful nature. Largely fueled by social media, platforms like Instagram, Reddit and TikTok now host Squishmallow communities comprising thousands of users.īut the meteoric rise has prompted some to consider quitting the scene altogether. Kellytoy sold 50m Squishmallows between February 2020 and October 2021, according to the toy trade publication the Toy Book – bringing the total number sold to over 100m since their launch. “I do it for fun and extra cash.”ĭespite the debate over reselling, the trend shows no sign of slowing down.

“I don’t do this for attention,” she wrote. Lynn did not respond to requests for comment but defended herself on her own page, calling it a “side hustle” and nothing more. “Just so you know the people in the Squish community despise ppl like you.” “You’re a shelf clearing price gouger,” another read. People like you ruin it for kids/people that genuinely enjoy them,” one comment said. When a user named Juliana Lynn posted a video in December 2021 claiming to have made $100,000 in the last year from resales, her page was flooded with negative comments from people who say resales drive up prices and undermine true hobbyists. “There are people who get into the space for all the wrong reasons, and it is having a very negative impact on the community.” “I am against reselling Squishmallows for any more than their retail value,” she said. Swift estimates she could resell her collection for about $3,000 total – but would not dream of it. The same model now goes for as much as $25 on resale sites like Depop and Mercari. Swift bought her first Squishmallow, a strawberry-shaped toy named Scarlet, for just $5.

Squish mellow