Squishies and K-pop CDs: British retailers cash in on collectibles craze
Squishy toys, trading cards and K-Pop CDs are in high demand as young people hunt down collectibles, and parents search for screen-free activities this summer, British retail bosses have said.
One chain said it was selling thousands of squishies each week as retailers increasingly tap into popular culture to drive sales among children and young adults.
HMV, which has 114 stores in the UK, said the number of visitors to its shops was up 12 per cent in the first half of this year, compared with the same period last year.
This means it is expecting around 50 million visits to stores over 2026.
Efforts post-Covid to revamp the spaces with areas dedicated to popular culture, selling products like soft squishy toys, trading cards and K-pop merchandise, have helped drive this growth.
HMV’s managing director Phil Halliday said: “For years, it was quiet on a Saturday, and that’s when the kids used to come in.
“The store colleagues will tell you, it’s heaving on a Saturday now… and you can see it in the numbers.”
“Kids are coming back in because they want to be around each other and spaces where they can gather to share experiences… not everyone wants to sit at home on the computer,” he said.
High street chain The Works also said it was getting a boost from children coming to shops with pocket money to spend.
The retailer has more than 500 shops in the UK and Ireland and sells items like books, toys and games, arts and crafts, and stationery.
It said that since May squishies have surged in popularity and it was selling thousands a week – including the “mini dumplings”, which can be calming for children to squeeze in their hands as well as becoming an item to collect and trade.
The Works also highlighted sales growth for products like Pokemon cards, kids colouring and puzzle books, crafts and art supplies.
The company has taken a punt on a “screen-free” strategy after noticing increased demand from parents looking for activities to reduce their children’s screen time, according to chief executive Gavin Peck.
Mr Peck said: “We’ve seen a lot more people, even adults, taking up art, thinking ‘I want to try colouring books or I want to try crafting to ease my mind’.
“We’ve seen real demand coming from customers.”
The UK Government has announced plans to ban social media for under-16s, which could be in place by spring next year.
Meanwhile, HMV’s Mr Halliday said popular musicians like Olivia Rodrigo, Ariane Grande, Olivia Dean and BTS were also driving a resurgence in demand for music in physical formats, despite access to streaming.