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Story summary
- Hamleys predicts its £10 Big Squij squishy toys will be top Christmas sellers.
- Victoria Kay, Hamleys buying head, says the squishy craze is just starting.
- Andrew Murphy of The Entertainer calls squishies the year’s biggest UK toy trend.
- UK toy sales rose 13% by volume through August, aided by sub-£10 items.
- Independent shops could gain at least 30% more sales and possibly double profits from squishies.
