Nido Squishy Market Report: Sales Volume, Market Share, Leading Brands & Market Trends

Schylling is the best-performing nido squishy brand in July 2026, moving 30,000 units across 2 ASINs for 27.3% of Top 10 volume. Midou follows with 10,000 units (9.1%), ahead of LAWOHO on 10,000 units (9.1%).

Volume is spread across 9 brands, with the top three holding 45.5% between them. No single label controls the shelf, which usually leaves room for a well-differentiated listing to take share without outspending an incumbent. Average selling prices among the leaders run from $4.98 to $12.90, which frames the price band a competing listing has to justify.

Based on July 2026 data, this shortlist surfaces the two kinds of ASIN worth keeping an eye on — the ones that just broke into the Top 10, and the ones growing fastest month over month. Specifically, 3 ASINs forced its way in: B0BQZFVJTB booked 10K units at $9.60, with ▲ 400.0% MoM change.

The two signals carry different weight. A fresh entrant means share has already changed hands — an incumbent gave up its place to make room, so any competitive set drawn up a month ago is now out of date. A steep growth rate works as the earlier warning: it marks demand that is still compounding, usually a month or two before the ranking catches up to it.