More than a decade after the first squishy craze, a new wave of colourful, collectible foam toys is fuelling a quiet environmental problem. Millions of non‑recyclable, non‑biodegradable squishies are being produced and discarded each year, adding persistent plastic waste to landfills and incinerators and straining already weak local waste systems.
Many people, particularly younger generations, collect squishies and create social-media content about them. New colours, designs and characters appear so frequently, encouraging repeat purchases and driving demand in numerous countries, including Thailand, China, Japan, Malaysia and the United States.
As production rises, so does waste. Most squishies are made from thermoplastic rubber (TPR) or polyurethane (PU) foam. These materials are flexible, lightweight and inexpensive to produce but are generally not recyclable and do not biodegrade.
According to the review paper Polyurethane Recycling: Sustainable Development Perspectives and Innovative Approaches, much polyurethane waste is still sent to landfills or incinerators, raising concerns about the long-term environmental impact as more squishies are discarded.
As millions of squishies are bought and sold, rising demand risks creating large volumes of persistent waste once the craze fades.
Manufacturers describe how they are adjusting production and preparing for the craze’s end.
‘Producing less to avoid leftover stock’
Thannaphat Tanaakkaraset, a 40-year-old squishy producer and seller at Sampheng market in Bangkok, said the shop has changed its production strategy since the previous boom
“We used to produce 10,000 pieces of each colour. Now we only make around 1,000 so we don't end up with too much stock.”
Although the current trend boosted sales, Ms Thannapat said the shop had not expected a resurgence.
The shop also cleared leftover inventory from the last craze by discounting items, even selling some below cost, she added.
When squishies become waste
Many consumers throwing away old squishies is also a concern because the toys do not naturally decompose.
Sontaya Boochadee, 52, a father of a child who plays with squishies, said, "If we had small incinerators, burning them might be the best option. They're basically plastic and won't decompose."
He added, "Thailand's waste‑management system still isn't good enough to deal with this kind of waste."
Collecting instead of throwing away
Panards Foongkittikul, 20, a Gen Z collector who has kept her collection since the previous squishy craze, still displays every squishy she bought more than a decade ago. "I'm emotionally attached to them. That's why I keep all of my squishies on a shelf," she said.
Keeping squishies instead of discarding them may help reduce waste in the short term, she suggested. However, the environmental impact remains as more products continue to enter the market each year.
As the trend grows, consumers can help reduce waste by buying only the squishies they actually want, keeping them longer or choosing eco‑friendly alternatives whenever possible.
