In Shanghai’s Yangpu district, a pop-up store at Hopson One Mall has drawn large crowds eager to purchase squishy cake toys—foam stress-relief items designed as playful desk decorations and gifts. These squeezable novelties come in shapes such as strawberry, cherry, croissant, and mushroom, retailing at around 25 yuan (approximately $3.70) each. Unlike softer squishy toys, these have a firmer foam texture that appeals to both children and adults seeking stress relief in daily life.
Visitors at the store expressed enthusiasm for the toys. Zhang Le, a 30-year-old designer, said the tactile feel helped alleviate stress, while a mother named Cheng Yuqi noted that her daughter enjoyed sharing the toys with classmates, and she herself kept one on her office desk to boost her mood.
Since July, a newer style of squishy cake toys created by Shanghai-based brand Molynk has gained significant traction online, particularly on TikTok, where related videos have amassed over 180 million views. Priced at 299 yuan, this product sold out rapidly following its international launch, with about 5,000 units sold.
The toys’ popularity has attracted visitors from Southeast Asian nations like Thailand, who have traveled to Shanghai specifically to purchase the items. Even when resold at substantially marked-up prices upon returning home, these toys maintain strong demand in local markets.
Manufacturing for similar soft rubber toys takes place beyond Shanghai as well. For example, a factory in Yiwu, Zhejiang province—roughly 300 kilometers from Shanghai—has been preparing large shipments of bun-shaped stress-relief toys destined for export to Europe and North America via Ningbo Zhoushan Port.
Data from China’s General Administration of Customs reveals that toy exports reached $15.6 billion in value during the first half of this year, with some regional markets showing signs of recovery. Industry experts attribute this trend to several factors, including innovative “China-Chic” designs, well-established supply chains, faster global distribution, and a rising global appetite for emotional consumption products.
The worldwide market for stress-relief toys has expanded notably in recent years. A report by Verified Market Research projects the market will grow from $6.26 billion in 2026 to nearly $9 billion by 2030.
Molynk’s founder and CEO, Li Weiqing, emphasized the company’s global strategy from inception, noting their early establishment of branches in the United States, Japan, and Spain alongside their Shanghai headquarters. This contrasts with other Chinese firms like Pop Mart, which initially focused on the domestic market before expanding internationally.
Another industry voice, Li Yun, general manager of Unie Toys in Shanghai’s Minhang district, highlighted growing consumer interest in playful, colorful squishy toys that deliver emotional value amid the pressures of modern life.
Analyst Dong Peng observed that Shanghai’s squishy cake toys have evolved beyond low-cost original equipment manufacturing to become cultural symbols with cross-border appeal. He noted the shift reflects a nuanced understanding of contemporary emotional needs rather than competition based solely on price.
As demand for stress-relief and emotional comfort products grows globally, Chinese manufacturers are leveraging design innovation and international networks to capitalize on this expanding market segment.