An internally illuminated toy having a flexible body that is made from an elastomeric gel. The flexible body defines an internal chamber that is accessible through a small access opening. An electronics module is provided that contains a light source. The electronics module is inserted into the internal chamber of the flexible body by hyper-extending the access opening. Once inside the internal chamber, the access opening elastically contracts and the electronics module is trapped within the flexible body. When activated, the electronics module illuminates, thereby internally illuminating the flexible body of the toy.