Omaha, NE — In a story that bridges pop culture, social media virality, and high finance, plush toy phenomenon Squishmallows has captured the attention of none other than investing legend Warren Buffett. The unlikely pairing of a TikTok-driven craze and one of the world’s most iconic billionaires underscores how modern trends can ripple across industries in unexpected ways.
The Rise of Squishmallows
Squishmallows, the soft, collectible plush toys created by Kellytoy in 2017, have surged in popularity thanks to TikTok and Instagram. Short-form videos showcasing large hauls, rare editions, and “Squishmallow hunts” have fueled a collector frenzy.
According to industry analysts, the brand saw a 400% surge in online searches in 2025 alone, driven largely by videos featuring limited-edition characters and creative display ideas. Teenagers and young adults, in particular, have turned Squishmallows into a hobby, with some rare figures reselling for hundreds of dollars.
“The way TikTok amplifies niche interests is incredible,” said digital marketing analyst Lena Morales. “A toy like Squishmallows, which might have remained a seasonal fad, became a multi-generational phenomenon.”
From TikTok to Buffett
So how did this social media trend reach Warren Buffett? The story begins with Berkshire Hathaway’s annual shareholder letters and Buffett’s well-documented interest in consumer products that resonate with real people.
Buffett, 95, is no stranger to collectibles; he has often praised products that combine durability, emotional connection, and market demand. When the Squishmallows craze was referenced in a 2025 investor conference as an example of unexpected consumer loyalty and brand stickiness, Buffett reportedly took note.
“It’s a toy, yes,” Buffett told reporters, “but it’s also a fascinating lesson in brand psychology and consumer enthusiasm. People will pay for joy, and these little creatures seem to deliver it in spades.”
The TikTok Effect on Modern Collectibles
TikTok has changed the game for many consumer brands, including Squishmallows. Viral trends create immediate demand spikes, leading to shortages, resales, and national media coverage. Analysts argue that social media has effectively made marketing campaigns peer-to-peer, with users becoming both promoters and consumers simultaneously.
Squishmallows’ success exemplifies how digital platforms can turn a simple toy into a collectible phenomenon, driving both primary sales and a robust secondary market. For Buffett and other investors, these dynamics offer a glimpse into the psychology of consumer behavior in the digital age.
Buffett Meets the Brand
In a surprising twist, Buffett recently met with Kellytoy executives in Omaha, discussing the toy’s business model, market trends, and international expansion plans. Sources say he was intrigued by how Squishmallows managed to combine affordability, emotional appeal, and social media virality, creating what Buffett called “a modern Berkshire-style moat.”
Kellytoy CEO Jonathan Kelly reportedly commented, “We never imagined our plush toys would spark discussions about market strategy at this level. Mr. Buffett’s insights were both humbling and inspiring.”
What This Means for Investors
Experts suggest that Buffett’s interest in Squishmallows is less about plush toys and more about consumer psychology and brand loyalty. Viral phenomena, particularly those that generate emotional attachment, can translate into strong, enduring sales — a key metric for value investors like Buffett.
“The takeaway isn’t that Warren Buffett is investing in Squishmallows,” said analyst Richard Lin of Morningstar, “but that even legendary investors are watching how trends, social media, and consumer sentiment intersect in the modern economy.”
A Cultural Touchstone
Beyond finance, Squishmallows’ journey from store shelves to TikTok fame and even into Buffett’s radar highlights a cultural shift in how products gain relevance. No longer confined to traditional marketing channels, consumer trends now move faster, reach broader audiences, and capture attention from unexpected corners, including the boardrooms of billionaires.
For many collectors, the phenomenon also validates their passion. “It’s wild to think that something I bought because it was cute is now being discussed by Warren Buffett,” said 16-year-old collector Mia Hernandez from Denver. “It feels like our obsession actually matters.”
Looking Ahead
Squishmallows are not just a fleeting trend; they represent a new paradigm in consumer engagement, where virality, emotional connection, and collectibility converge. For Buffett, they offer lessons in understanding human behavior — a timeless factor in successful investing.
As the plush toys continue to dominate TikTok feeds and holiday shopping aisles, one thing is clear: in the era of social media, even a simple stuffed animal can make waves in finance, culture, and consumer markets alike.
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