Global Toy News Insight
The squishy phenomenon has become much bigger than a passing sensory-toy trend. Circana reports that squishy toys delivered triple-digit growth in both dollars and units through April 2026, fueled by social media, collectibility and products such as NeeDoh. Mystery Squishy Dumplings adds another powerful ingredient: the blind-box experience. Surprise reveals, rare variations, unboxing videos and trading turn a simple tactile toy into something consumers want to hunt, collect and share.
Now RMS is attempting the next step: turning viral demand into a lasting intellectual property. Mystery Squishy Dumplings has already sold more than 40 million units worldwide and generated billions of social-media views, and Earthbound Brands plans to extend it into apparel, accessories, home, food, entertainment, publishing and additional toys and games. For the toy industry, that’s the bigger story behind the squishy craze: today’s breakout toy doesn’t necessarily have to remain a toy. When tactile play, collectible characters, scarcity and social-media culture come together, a relatively simple product can become the foundation for an entire lifestyle brand.
NORTH ANDOVER, Mass.–(BUSINESS WIRE)–Earthbound Brands, a leading global licensing, product design and creative agency, has been named the exclusive licensing agency for RMS’ Mystery Squishy Dumplings, one of the world’s fastest-growing collectible brands.
“We’ve always believed the brand had the potential to extend far beyond toys, and Earthbound Brands has the expertise to help us build a strategic licensing program that will reach consumers in entirely new ways.”Share
Fueled by billions of social media views, viral unboxing videos, limited-edition drops and a growing cast of collectible characters, Mystery Squishy Dumplings has become a global phenomenon with more than 40 million units sold worldwide.
Now, Earthbound Brands will lead the expansion of Mystery Squishy Dumplings into new product categories spanning toys and games, apparel, accessories, home, food and more, building an evergreen licensing program designed to grow alongside the brand’s expanding world of characters and content. In addition to consumer products, Earthbound will drive licensing opportunities across entertainment, publishing, and other strategic brand extensions.
“Few brands capture this level of consumer excitement as quickly as Mystery Squishy Dumplings has,” said Jeff Cohen, co-founder and CEO of Earthbound Brands. “The brand has built an incredibly passionate fanbase, and we’re excited to build on that momentum through new products that give fans even more ways to engage with the characters they love.”
Developed by RMS, a global toy company with more than 40 years of experience creating fun and innovative products, Mystery Squishy Dumplings is sold at leading retailers worldwide including Five Below, Target, Walmart and Amazon.
“It’s been incredible to watch Mystery Squishy Dumplings transform from a viral hit into a brand with sustained global demand,” said Zack Farber, CEO of RMS International. “We’ve always believed the brand had the potential to extend far beyond toys, and Earthbound Brands has the expertise to help us build a strategic licensing program that will reach consumers in entirely new ways.”
As the Mystery Squishy Dumplings universe continues to grow, the partnership marks the next step in the brand’s evolution from viral collectible to enduring franchise.
For licensing inquiries, reach out to Irwin Cohen at irwin@earthboundbrands.com.
About Earthbound Brands
Earthbound Brands is a leader in licensing, product, and design services. With more than 25 years of expertise, Earthbound Brands partners with top retailers and world-renowned brands to extend their reach through strategic brand extensions, innovative product design and development, and brand identity and creative services. By connecting iconic brands with best-in-class partners, Earthbound Brands drives brand growth on a global scale. Learn more at www.earthboundbrands.com.
About RMS
At RMS USA, we believe in making the coolest kids’ toys. Period. From Arts & Crafts to STEM toys and plush friends, we offer something special for every child.
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