Claire’s taps into viral squishy toy culture to attract Gen Alpha shoppers The transformation of Claire's highlights a major retail shift where stores are evolving into experience-driven destinations shaped by viral trends . By focusing on sensory toys from brands like NeeDoh, Sunny Days, and Tataba, Claire’s is capitalizing on the growing phenomenon of “squishy hunting” —a trend where consumers search for specific tactile toys and share the experience online. This transforms