Hamleys predicts that squeezy toys called "squishies" will rank among this year's top Christmas purchases, with a £10 slow-rise banana toy expected to sell in the thousands.
The toy retailer places the Big Squij banana alongside established favourites such as Lego and Barbie. The banana and similar squishy toys contain a flour-based compound and come in food and animal shapes designed to be squeezed repeatedly. Hamleys describes the banana as "really difficult to put down" once consumers start using it.
The squishies craze is driving what Hamleys calls a high street boom in toy sales this festive season. Social media interest has elevated the category's profile, according to the toy retailer's expert buyers.