Dumplings are doomed
18.9.2026
Translation: Jessica Johnson-Ferguson
Squishy Dumplings are all the rage with kids and teens right now. However, an analysis of the biggest toy fads over the past ten years suggests that the hype is likely to die down again soon.
Gooey dumplings are being squished by little hands in playgrounds everywhere right now. They come in mini bamboo baskets, have little smiles on their faces and spring back into shape after you’ve squeezed them. These blobs of plastic go by the name Squishy Dumplings and have been flying off the shelves at Galaxus since May. But anyone familiar with the toy crazes of recent years knows what happens next.
One of the more extreme fads of recent years was the fidget spinner. In May 2017, demand exploded overnight. By June, sales had peaked, and when school started again after the summer, practically no one was interested in them any more. The hype lasted just two months. After that, the curve nosedived to practically zero. It wasn’t until years later that numbers recovered somewhat, albeit on a modest level.
«We’ll likely be seeing a similar sales trend for the dumplings and related squishy butter blocks,» says Daniela Sanzoni, the person in charge of this specific section of Galaxus’s toy range. «Squishy dumplings and butter sticks are inexpensive and require zero instructions. What’s also appealing is the way they slowly return to their original shape, which is satisfying to see and feel.»
With the dumplings, there’s also the mystery box element: «You don’t know what colour or variety you’re going to get.» This adds an addictive element to the product. «But these squishy toys don’t tell a story, so they quickly become boring,» Daniela says.
Pop-its are similar in this regard. The silicone bubble trays came and went in five months back in 2021, with sales peaking between May and September. What’s remarkable in their case is that they’ve resurrected. This August, sales rose back to a quarter of what they were in the record-breaking month of June 2021.
«Fidget toys have established themselves as tools to help people with ADHD or autism focus and process sensory input,» says Daniela. «That’s something kids and parents alike appreciate.»
The last huge craze we had was Labubu. Sales of the teeth-gnashing collectibles peaked in August 2025, kept going into December thanks to Christmas sales, before losing momentum a few weeks later. Currently, demand is hovering at just a few per cent of the record high. That’s five months of hype, then silence.
Where are Labubus now?
What is your Labubu doing today?
Trends with more than just a viral video to their name tend to last longer. Beyblades ran for nine months, from September 2025 to May 2026, with record sales in December. The spinning tops aren’t just some random find from the internet; they’ve been part of the range for years, with regular series, tournaments and a steady stream of new models coming out.
Games of skill
Hasbro Beyblade X Cx Starter Pack Set (assorted - 1 pack)
Dutch, German, Italian, 1 - 2 Players
Games of skill
EUR28,54
Hasbro Beyblade X Clash & Carry Arena Sakura
Dutch, German, Italian, 1 - 2 Players
Squishmallows managed to keep their hype going for eleven months leading up to December 2024. The plush toys descended on the world via TikTok, but seem to be here to stay because they appeal to two audiences: kids who cuddle them, and adults who collect them.
Stuffed animals
Quantity discount
EUR10,11
Squishmallows Micromallows Surprise Packs (Assorted – 1 piece)
6.50 cm
How long will the dumplings last?
«A trend survives if there’s a system behind it,» says Daniela. «It takes more than just a viral video. You need series, variations, a community, and, ideally, adults collecting along with the kids. A single product without a fresh supply quickly loses its appeal after it’s been unboxed.» In this regard, there’s not much going for the Squishy Dumplings. So far, they have no major franchise backing them, nor do they have an adult fan base.
What this means for sales for the rest of the year can be deduced from the pattern other fads have followed: Christmas often drags out a trend for a few extra weeks before it crashes. Demand for Labubus plummeted immediately after the holidays, while demand for Beyblades peaked last December.
«I expect there will be plenty of dumplings under Christmas trees again this year. After that, the trend will probably be over,» says Daniela. Once the hype’s over, the items just turn into regular products. Minus the sparkle in children’s eyes.
Alex Hämmerli
Senior Public Relations Manager
Alex.Haemmerli@digitecgalaxus.chAt Digitec and Galaxus, I’m in charge of communication with journalists and bloggers. Good stories are my passion – I am always up to date.
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