SQUEEZU | A Softer Day

THE MOM BEHIND SQUEEZU

I was a mom
before I was a founder.

A little happiness at home. The beginning of a softer day.

Painted interpretation of a mother and her smiling daughter hugging a cloud squishy at home

I didn't start with
a business plan.

I started as an ordinary mom, looking for something my child might enjoy.

My daughter is autistic. When she began spending time with squishy toys, I noticed her gradually becoming happier. Those small moments mattered to me. I wanted to understand what made them feel good for her.

That was the beginning of SQUEEZU, although I didn't know it yet.

CHAPTER 01

I wanted to look
a little closer.

As I searched for more squishies, I also began worrying about the materials. Some products left me with questions about what my daughter would be handling. A lovely face or a soft-looking photograph wasn't enough for me.

I wanted to know more about where they came from and what I was choosing for my child. So I began finding sources myself and working on squishies for her.

My purpose was personal: to make more room for the little happiness I had seen at home.

Painted interpretation of a mother and daughter sharing a cloud squishy, with pastel toys on the shelves
CHAPTER 02

Then other people
loved them, too.

What surprised me was how much other people liked the squishies I had begun working on for my daughter. Something that started in our home was finding a place in other people's lives.

That response encouraged me to think beyond our home, without losing the reason I had started. I wanted SQUEEZU to carry that same attention to the person holding the toy.

I wanted more
voices at the table.

I began inviting autistic children and their families to design with me. My daughter's preferences had opened my eyes, but they couldn't speak for everyone.

Different people enjoy different textures, shapes, and ways of interacting. I wanted those differences to have a place in the brand.

For me, designing together begins with listening, and leaving room for someone to say yes, no, or maybe another time.

Painted interpretation of a mother founder, two children and another mother designing squishies together

I'm still the mom behind that first search.

To me, a softer day means small, welcome moments. It doesn't mean everyone needs to enjoy the same texture or have the same experience.

I share what I noticed in my daughter as our family's story, not as a claim that squishies treat autism. Her experience belongs to her. I want you to have room to find your own squishy.

Find your squishy Read our little stories

With care,
The mom behind SQUEEZU

The artwork is a painted interpretation of our story, not photographs of my family or participating families.