The squishy trend has taken the toy world by storm and continues to show no sign of slowing down.

In the competitive market, MGA Entertainment has been showcasing its own squishy range, Moj Moj, by creating a ‘squishy’ wall as part of its spring/summer PR and marketing strategy.

The squishy wall began its tour in April at Legoland Windsor, before moving onto Smyths Toy Store Luton as part of its fifth birthday celebrations. Families were also given samples of the product, with over 8,000 getting into the hands of the brand’s core audience. At 2m x 2m, the wall was created using over 750 Moj Moj products and completed with full branding, including the popular PopJam channel handle.

Alex Barltrop, senior brand manager, commented: “The squishy wall proved to be incredibly popular at the two locations we have visited so far, and we’re really looking forward to getting started with planning for the third location. Getting the product directly into the consumers hands through experiential and sampling activity has been a great driver in raising awareness of the product, and the number of entrants we have had to date from the competition reflects its success. We are now looking to incorporate it into plans for the future as it’s such a fantastic build which can be reused with the upcoming Moj Moj NPD.”

The campaign also coincided with the Create a Moj campaign, which has encouraged children to design their very own Moj Moj. Following a collaboration with Girl Talk, influencer outreach and on-tour leaflet distribution, over 400 fans have entered to date with the winning designs being printed on a t-shirt as the prize.