Jazwares, along with its Kellytoy subsidiary, has unveiled a wide ranging consumer products programme supporting the Squishmallows property.
Following on from the milestone of 100 million of the plush being sold, Jazwares has welcomed a number of partners as it bids to turn Squishmallows into a global lifestyle brand.
“As the Squishmallows brand evolves, we’re focusing on impactful category collaborations that entertain and delight our millions of fans in authentic, meaningful ways,” said Judd Karofsky, evp at Jazwares. “Our licensing partners are embracing the Squishmallows brand DNA and we can’t wait to launch unique new merchandise to a wide range of retailers and consumers this year and beyond.”
Licensee highlights include Bioworld (pictured) with apparel, loungewear, headwear, bags, socks and collectable accessories; BigMouth with branded pool floats, cooler bags, beach chairs and pop-up tents; BBC International with footwear; Franco Mfg with bedding and accessories; Fashions Angels Enterprises with stationery and back to school; Parkside Collectibles with trading cards; and Primary Colors with cookies and sweets.
Squishmallows debuted in 2017, with each plush having its own personality, encouraging collectability. Organic Squishmallows content has generated nearly five billion video views on TikTok and @squishmallows (and related hashtags) have been tagged in more than one million Instagram posts. The brand’s social media channels have more than 700,000 followers and nearly 100 global and local Facebook groups have been created by fans.
There are more than 1,000 Squishmallows ranging from two to 24-inches in size.
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