Discover the story, the team, and the vision behind Softcore, the tactile toy brand that transforms stress relief into everyday joy.
Who Are We?
Softcore was born from the shared vision of two girls, Z and L, who had personally experienced the stress and anxiety of modern life.
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Z : A graduate of Fashion Design from University of the Arts London. Z realized the deep, unconscious need for a tactile release while stress-tackling intense professional moments—like anxiously tearing paper or picking at skin during high-stakes remote interviews. It was a simple, repetitive act of squeezing a stress toy that provided genuine relief.
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L : A postgraduate of Business from Leeds University. L, loved collecting small, cheerful objects, always looking for ways to brighten her day.
Together, they envisioned a brand where tactile play meets thoughtful design—a way to bring a little sunshine into people’s lives, one squishy at a time.
Why Squishy Toys?
In our fast-paced world, stress relief and emotional management are essential. We transform the simple, tactile pleasure of a squishy toy into an effective tool to ease anxiety. The added thrill of our blind box format amplifies the joy and introduces an element of collectibility. We offer a stylish, portable path to mental wellness—turning softness into a lifestyle.
From Tension to Trend: The softcore Vision
Our founding pain point was stress and the universal need for a moment of reset. But our vision goes beyond just relief—it's about empowerment through integration:
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The Portable Companion: Inspired by Z's fashion background, we believe self-care shouldn't be confined to the home. we evolve the functional squishy toy into a desirable, fashion accessory. By making it portable and stylish, It’s more than an item; it’s an extension of your style, making mental wellness accessible and fashionable as part of your OOTD, allowing instant anxiety relief wherever life takes you.
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The Joy of Discovery: We were inspired by the rising blind box culture, using its element of surprise and collectibility to transform simple comfort into an engaging experience. We combine the tactile satisfaction of a squishy with the excitement of an unboxing moment, adding a layer of joy and novelty to your journey toward mental wellness.
The Meaning Behind the Name
The name Softcore conveys warmth, comfort, and the core of what we stand for—bringing calm and joy into daily life. It reflects the brand’s design philosophy: soft, approachable, and playful.
Meet Soru: Our Little Sun
Our IP, Soru, is the heart of the softcore world.
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The name Soru comes from the Latin word for Sun. Soru represents the ability to cheer yourself up and reminds you that even on the cloudiest days, a source of light and comfort is always within reach.
Our Brand Map – How Softcore Works
Softcore is structured around two complementary product lines:
A straightforward experience: pick the squishy you want and bring it home. Perfect for gifting or selecting a personal favorite, this line emphasizes immediate satisfaction and personal expression.
A surprise-driven journey: each blind box contains a Memo Squishy and the possibility of discovering new memories from Soru’s travels. This line is playful, collectible, and perfect for fans who enjoy discovery and storytelling.
Both lines reflect the brand’s mission to make emotional wellness accessible, whether you prefer a direct choice or a bit of surprise.
Our Core Purpose: Beyond Comfort
softcore exists to provide two key outcomes:
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Instant Stress Relief: We offer tactile comfort and a mindful moment to reset your emotional state, transforming self-care into a portable, integrated part of your daily life—making mental wellness accessible on the go.
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Thoughtful Gifting: Every softcore piece is a portable package of joy—a unique and meaningful way to share Soru’s sunshine and support with loved ones.
Our Vision
Our Vision at softcore is to advocate for a better lifestyle, transforming the simple act of touching into a meaningful journey of emotional wellness. We believe our products should become an integrated part of people's lives, acting as portable companions that bring ease and joy to everyday moments and accompany them through stress.
We envision every small squishy toy as a portal. This unique connection allows everyone to reach out and touch the characters, emotions, and stories of a parallel world—not as an escape, but as a way to access the warmth and strength (Soru's sunshine) needed for self-discovery and resilience.
Looking ahead, we will continue to explore creative and collectible products that seamlessly blend fashion and function, enabling more individuals to experience the tangible power of softness and infinite possibility.
Squish Infinity.
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