Influenced by Japanese “Kawaii” culture, these toys emphasize cuteness over realism.
- Characteristics: Oversized heads, tiny limbs, and minimalist facial expressions (often just two dots for eyes). They use vibrant, pastel colors and extremely soft, stretchy fabrics like spandex-blend polyester.
- Notable Trend: Squishmallows are the king of this category, known for their marshmallow-like texture.
- Target Audience: Gen Z, teens, and “kidults” (adult collectors).