Why Softness Works in a Hard World
We live in an era of sensory overload and emotional burnout. In this context, soft textures do something remarkable: they **trigger safety and comfort responses** in the brain. Psychologists link tactile softness to childhood memories, caregiving, and emotional security.
Squishmallows were designed to feel like a hug—satisfying a deep, often subconscious craving for **touch and tenderness** in a hyper-digital, touch-deprived society.
For product designers and brand builders, this leads to a critical insight:
👉 *Don’t just design objects—design emotional responses.*
The Power of TPE and Low Shore Hardness
From a manufacturing standpoint, Squishmallows rely on materials with extremely low Shore hardness ratings. Let’s break this down:
**Shore hardness** is a measure of how hard or soft a material feels. Lower numbers = softer feel.
TPE blends used in soft toys typically fall around **Shore 00-10 to 00-20**, which gives Squishmallows their iconic, ultra-squishy texture.
This level of softness mimics the sensation of foam memory pillows or stress balls, which are proven to reduce cortisol (the stress hormone) levels.
💡 **Pro tip for designers**: Want to boost perceived value and emotional stickiness?
Test different TPE grades. A few points difference on the Shore scale can make a toy go from “cute” to “irresistible.”
Emotional Attachment Is the Real Product
When consumers name their plushies, tuck them into bed, or carry them on flights—it’s not just cute behavior. It’s a demonstration of **emotional bonding**. This is the same phenomenon seen in pet ownership and even luxury fashion: personalization creates long-term value.
**Emotional durability** (vs. just physical durability) is what leads to repeated purchases.
The average Squishmallows customer doesn’t buy just one—they build collections, share stories online, and hunt limited editions.
These behaviors drive community, loyalty, and free viral marketing.
📈 According to a 2023 retail study, 68% of repeat Squishmallows customers said they buy “because it makes me feel better after a bad day.”
What Designer Toy Brands Can Learn
Whether you’re a start-up or an established toy manufacturer, there are key lessons to take away:
Lean into Sensory Design
The way something *feels* matters just as much as how it looks. Softness isn’t a side feature—it’s the **core product value**.
Build with Emotional Use-Cases in Mind
Think beyond the shelf. Where will your toy live? On a couch? A work desk? A bed? Design it to **comfort, decorate, or travel** with the owner.
Encourage Community
Squishmallows thrive on **user-generated content (UGC)**—from TikTok trends to plushie Instagram accounts. Make it easy and fun for your fans to share and express themselves.
Use Softness Strategically
Soft doesn’t mean simple. In fact, softness can communicate:
High-quality (luxurious feel)
Therapeutic value (emotional wellness)
Nostalgia (childlike comfort)
This positions your toy in **premium, wellness, or lifestyle** categories—not just toys.
Conclusion: Softness as the Future of Emotional Design
In a time where everyone’s feeling a little more stressed and a lot more online, **tactile comfort has real economic value**. Squishmallows prove that softness sells—not just in units, but in emotional resonance.
Whether you’re designing a plush toy, a desk collectible, or a lifestyle product, remember:
👉 *If it makes people feel something, it becomes unforgettable.*
As the soft economy continues to grow, the next big idea might not be the smartest or flashiest—it might just be the softest.
