Squishy Factory started at the end of 2025, but the interest behind the brand goes back much further.

The founder, Maggie, has been a huge fidget and sensory product lover for years and first started selling slime back in 2016. That early experience sparked a long-term interest in tactile products, small businesses and creative product development.

At the end of 2025, while finishing university in the UK, Maggie began brainstorming the idea for Squishy Factory. The first few months were spent researching the market, sourcing products, testing ideas, developing the brand identity and understanding what Squishy Factory could bring to the space.

By 2026, Squishy Factory began taking shape properly. From product sourcing and packaging design to website development, content creation and order fulfilment, almost every part of the brand was built and managed independently.

The early stage was focused on experimenting, learning from customers and understanding what worked. Through that process, we gradually started to realise what could make Squishy Factory different.

Finding our direction

As Squishy Factory grew, we started to understand what we wanted the brand to stand for.

The squishy market has become increasingly filled with mass-produced, low-quality products that often look and feel very similar. We did not want Squishy Factory to become another brand selling the same products with different packaging.

We wanted to create something more considered.

Our focus began shifting towards high-quality squishies, unique product concepts, thoughtful details and stronger design. Instead of simply choosing products we liked, we started thinking about the entire experience, from the texture and colours of the squishy to the accessories, packaging and collection concept.

That became the starting point for the new Squishy Factory.

Why we built Squishy Factory

The reason behind Squishy Factory is simple. We want to create something positive in a world that can often feel stressful, busy and constantly switched on.

We have always believed that squishies are a simple and enjoyable way to release tension, keep your hands occupied and take a small break from everyday stress.

That is why we want our products to be more than something that simply looks cute on a shelf.

We want to create squishies that are genuinely satisfying to use, enjoyable to collect and designed with care. Through different textures, unique concepts and high-quality materials, we hope our products can bring a small moment of calm, enjoyment and happiness into someone's day.

For us, Squishy Factory is not just about selling squishies. It is about building a brand that can make a small difference in everyday life.

The new Squishy Factory

Today, Squishy Factory is entering a completely new stage.

We are rebuilding the brand around original concepts, stronger product development and carefully designed collections.

Rather than releasing unrelated products, each collection begins with its own idea and visual direction. The products, textures, colours, accessories, packaging and campaign visuals are developed to work together as one complete collection.

We want Squishy Factory to feel different from the traditional squishy market. Still fun, still satisfying and still collectible, but presented in a more modern and considered way.

Our products are currently developed in smaller batches, giving us the freedom to experiment with new ideas, listen to customer feedback and continue improving with every release.

From concept to collection

A lot happens behind the scenes before a Squishy Factory product reaches the website.

Each collection starts with an idea.

From there, we research the concept, develop product designs, explore different textures and colours, source accessories, communicate with manufacturers, test samples and create packaging around the finished product.

We pay attention to the small details because we believe those details are what turn a simple squishy into something memorable.

Every collection should have its own identity while still feeling unmistakably Squishy Factory.

What comes next

Squishies will remain at the centre of Squishy Factory as we continue developing new products and collections.

But we also see Squishy Factory growing into something bigger over time.

As the brand develops, we hope to explore more tactile, collectible and everyday products while keeping the same approach that defines Squishy Factory today: strong concepts, thoughtful design, quality products and ideas that feel different from what is already available.

We are still a small independent brand, and we want to grow carefully, learn as we go and continue creating products that we genuinely believe in.

This is only the beginning of Squishy Factory.