When 23-year-old Aïcha travelled from London to New York last year, it wasn’t for a holiday. She was on a mission to buy a rare Squishmallow, a type of cuddly toy that’s a hybrid between a pillow and a stuffed animal. She already has 35 of them, her bed at home neatly lined with a pig named Daisy that doubles up as a handbag, a puppy holding a bubble tea, an aquamarine-coloured dolphin, and many, many more.