Get All Access for $5/mo

The New Kid Craze: A Tiny, Squishy Toy in a Plastic Bubble Pull with mommy bloggers and big-box stores helped an entrepreneur create a new fad. Look out, SillyBandz.

By Alyson Shontell

SquinkiesBill Nichols is making cheap, squishy, collectible animal toys that come in plastic bubbles -- just like what you'd find in a vending machine. He seems to be on to something because his toys, Squinkies, have been sold out in Wal-Mart for the past week. Other stores are putting a cap on how many one person can buy due to overwhelming demand, The New York Times reports.

Hundreds of these critters are yours to collect and they're dirt cheap: buy a pack of 16 for just $10. "With one purchase, a child will become an instant collector," Nichols has said.

So how is Nichols producing the latest craze? He and his team of 16 people in Minnesota have enlisted mommy bloggers to help with promotion.

Before Squinkies launched in stores last August, Nichols reached out to 300 bloggers and gave them free samples; he hoped they'd write reviews. Sure enough, they started gabbing. Another smart move Nichols made was securing a meeting with mega store Wal-Mart. Nichols has owned his toy company, Blip toys, for eight years. He has had enough past success that buyers at big stores, like Target, will talk to him.

Wal-Mart told Nichols they were seeing success with vending machine toys in Japan. After doing some research, Nichols realized that billions of dollars are made from vending machine trinkets every year. Thus his decision to package ths squishy friends in clear bubbles.

Nichols hasn't released sales numbers yet but, if the demand continues, Silly Bandz may be out and Squinkies may be in.

Not sure what the big deal is? Here's why Squinkies are so cool.

Check out more ridiculous ideas like Squinkies that made people ridiculously rich.

For more on this story, head over to The New York Times.

Read more.

Also on Business Insider:

If You Want A Company To Survive, Start It Up In One Of These 20 States

Apparently Real Female Entrepreneurs Live Out West

10 Ways To Whip Twenty-Something Employees Into Professional Shape

Alyson is a Senior Reporter at Business Insider.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Side Hustle

The Side Hustle He Started in His College Apartment Turned Into a $70,000-a-Month Income Stream — Then Earned Nearly $2 Million Last Year

Kyle Morrand and his college roommates loved playing retro video games — and the pastime would help launch his career.

Science & Technology

Why We Shouldn't Fear AI in Education (and How to Use It Effectively)

Facing resistance to new technologies in the educational process is nothing new, and AI is no exception. Yet, this powerful tool is set to overcome these challenges and revolutionize education, preparing students and professionals for a future of unparalleled efficiency and personalized learning.

Business News

Apple's AI Has a Catch — And It Could Help Boost Sales

Not every iPhone owner will get to use the new Apple Intelligence.

Business News

Elon Musk Threatens to Ban Employees from Using Apple Products, Says Will Lock Devices in 'Cages'

The Tesla founder sounded off on X following Apple's 2024 Worldwide Developer Conference on Monday.

Business News

Y Combinator Helped Launch Reddit, Airbnb and Dropbox. Here's What I Learned From Its Free Startup School.

The famed startup accelerator offers a free course on building a business — and answers five pressing questions for founders.

Business Culture

You'll Always Have Anxious Employees if You Don't Follow These 4 Leadership Tactics

Creating a thriving workplace environment hinges on the commitment of company leaders to nurture and inspire their teams.