Butter Squishies Take Over Kids' Toy Aisles

Kids are flocking to butter‑shaped squishies—textured, scented versions and jumbo sizes are fueling a major sensory toy trend, helped by NeeDoh shortages pushing shoppers toward butter. The craze has spawned a mini trading economy among kids, plus ASMR-style videos on social media, as retailers diversify brands. Durability concerns exist, but the butter movement shows no sign of fading.