Consumers turn to Sour Patch Kids, Oreos and Swedish Fish as impromptu snacks, not novelty playthings.

However, Toronto-based toy manufacturer Incredible Group is adding three Mondelez licenses to its Squishi toy line, to transform them into products that buyers can squish, squeeze and sniff, as the toys are also scented.

“Our team has worked tirelessly to create a product that captures the essence of these beloved brands, while delivering an unparalleled sensory experience,” says Incredible Group president Saul Sacks. He adds that the toys were designed to bring “joy, nostalgia and sensory satisfaction” to the target audience.

In Canada, Incredible says it has garnered interest from Cineplex, Party City, Indigo, Mastermind, Jean-Coutu, Canada’s Wonderland, Shoppers Drug Mart, Northwest, Lawtons and independent stores. Stateside, the toys will be found at such locations as Cracker Barrel, American Eagle, Hot Topic, and indie toy and gift stores.

Incredible senior sales executive Ryan Carr, formerly Mastermind’s head of marketing, tells strategy that the audience for its squish stress toys are “definitely tweens, teens and nostalgia-seekers.” He adds that the company’s retail partners share a common vision to deliver products that are fun and that promote play, while reacting quickly to new trends.

Incredible Group is leading messaging and marketing through its AOR ChizSix Marketing and Media, which launched in 2022 as a full-service agency geared around a “modern and playful approach” to integrated brand marketing to connect with North American families and consumers.

The new products are the latest output from Mondelez in a busy summer that also saw the longstanding Olympic Committee and Team Canada Partner roll out a large-scale shopper activation heroing core brands, including Oreo, as part of a multi-brand snack activation for the Olympics.