Squishy toys take Japan's elementary schools by storm — with a healing effect, experts say

Squishy toys — soft, squeezable figures that slowly return to their original shape when released — are sweeping elementary schools in Japan. Experts say the toys' gentle texture can promote psychological calm and help relieve stress, but they also warn that some cheaper products have been found to contain harmful substances, making safety checks essential.

Squishy toys made from soft materials such as urethane and silicone have taken hold as a must-have item among Japanese elementary school students, according to Toyama TV on July 26.

The toys' defining feature is the way they slowly recover their shape after being squeezed or pressed. With designs ranging from cartoon characters to food items, they have also become a talking point on SNS.

In Japan, prices range from 300 yen to 2,600 yen ($16).

One fourth-grade student said she asked her parents to buy her one as a reward after a dental visit. "Almost all of my friends have at least one," she said. Another student expressed an even stronger attachment: "I can't live without it. I don't think I could survive."

Experts point to psychological comfort and stress relief as the key drivers of the toys' popularity.

Horita Shugo, a professor at Meiji University's School of Law and author of a book on scientifically proven habits, said the toys fit naturally into modern life. "In today's environment, where stress tends to build up easily, so-called healing toys are a perfect fit," he said. "It makes sense that they've become popular as a tool for calming the mind."

He said the soft texture and slow recovery mimic the sensation of human skin, which can trigger a sense of psychological security. The feeling may unconsciously evoke memories of touching a parent's skin in early childhood, producing a sense of comfort.

The slow return to shape was also cited as a calming factor. "Slow movement makes people feel at ease," Horita said.

Analysts also noted that for a generation raised on digital devices, the direct tactile stimulation of touching something with their fingertips feels refreshingly novel. Unlike stimulation consumed through screens, hands-on sensory experiences offer a new kind of enjoyment — drawing fans not only among children but adults as well.

Experts stress, however, that safety must come first.

In the United Kingdom, a squishy toy placed in a microwave exploded, causing severe burns to the face and chest.

Some lower-priced products have also been found to contain harmful chemicals, including benzene, sparking safety concerns. In the UK, counterfeit squishy toys were found to contain benzene — a carcinogen — at levels up to four times the legal limit, prompting recalls. Benzene is classified as a Group 1 carcinogen by the International Agency for Research on Cancer, a body under the WHO.

In South Korea, reports of skin reactions such as hives and styes following squishy toy use have been circulating online. The Korea Consumer Agency is currently conducting a safety investigation into squishy products, examining whether harmful substances are present and whether ingredient labeling requirements are being met.

Experts say the toys themselves are not inherently dangerous — rather, the materials used and the manufacturing process determine their safety. They advise consumers to choose products that meet safety standards such as KC certification, and to avoid putting the toys in their mouths or exposing them to heat. If skin rashes or respiratory symptoms develop after use, they recommend stopping use immediately and consulting a medical professional.