Following a successful US launch, the cute and colourful fidget toy brings a new take on the collectible and is now available in the UK.

New squishy collectible Smooshins has arrived in the UK from MGA Entertainment. Building on the popularity of collectibles, unboxing, squishies and arts and crafts, this unique new toy range brings the surprise and anticipation of unboxing to a whole new level, with an exciting arts and crafts twist.

With over 10,000 combinations of characters and accessories to create and collect, fans can make their own Smooshins characters using the Smooshins Surprise Maker Kit. Surprise Character moulds give the ability to reveal a different surprise animal character each time, whilst a variety of different colours and accessories mean endless mix and match possibilities.

As with all MGA Entertainment products the packaging is impressive, the Surprise Maker Kit comes as a bear shape, with a child-safe locking mechanism and flashing light, so fans know when their Smooshin is ready to be revealed.

Alex Barltrop, senior brand manager for MGA Entertainment, commented: “MGA occupies a large space within the collectible market. The introduction of Smooshins sees a new take on the collectible, branching the squishy, unboxing and arts and crafts markets to bring a truly unique new product. Having launched in the US earlier this year we are looking forward to seeing continued success in the UK.”

Smooshins is being launched in the UK with influencer activity, a full PR campaign and heavyweight TV and digital support.