Just a few years after Squishmallows launched, it has gained popularity in all age groups. Amazingly, this growth has been 100% organic because Jazwares, the company that owns these soft, super-cute plushies, hasn’t done any advertising for the toy. Instead, the company used strategic expansion and timing to make Squishmallows into one of bestselling toys.
Last year, Squishmallows were named as a top toy property with Lego, Barbie, Hot Wheels and Fisher-Price. The 16-inch Squishmallow was also named as the top-selling toy of 2022 in the U.S. and Canada. The toy is well on its way to becoming an enduring brand, 11 billion impressions on Tiktok and a huge, devoted fandom.
Sunny Cho is the designer at KellyToy that originally came up with Squishmallows. Cho’s idea was to make a Japanese-style plush with big bellies and adorable faces. The first “squad” the company released came out in 2017. Those Squishmallows were only sold at amusement parks and small shops.
Now the plush is available in Walmart, Target, Walgreens, CVS, Costco, Five below, TJ Maxx, Hallmark, independent toy stores and more. The pandemic propelled further growth, with children finding the plush soothing and stress relieving.
“It’s not uncommon for toy sales to do well during economic and social turmoil,” Zahn, editor in chief of the trade publication the Toy Book and senior editor at the Toy Insider, said. “Plush has been one of those categories since the beginning of the modern toy industry.”
Another reason why people enjoy these plushies so much is because all of them have a name, a birthdate, and a backstory. This helps people “connect” with the plushies.
Nadia Lindstrom, a 30-year-old who owns around 30 squishmallows, bought a Squishmallow called Shep only because of its biography.
“Okay, he’s coming home with me,” was her reaction after reading Shep’s tag.
Carter Kench is an influencer that has 9.6 million followers across YouTube, Tiktok and Instagram. He has a stack of Squishmallows in the corner of his room that almost touches the ceiling. Most of Kench’s content involves him visiting many stores to get a certain plush.
“I feel like Indiana Jones every time I’m on the hunt,” he said.
Jazwares now sells Squishmallows in over 50 countries and licenses the brand to 60 consumer licensees, Now there is also Squishmallow merchandise including backpacks, apparel, stickers, nail polish, slippers and bath bombs.
“The plush is not something I can bring around all the time,” Celestra Acosta, a 26-year-old Squishmallow superfan said. “But I could use a notebook, I could use a pen, and it kind of makes the day feel a little more fun—adds a little whimsy.”
Source: https://www.washingtonpost.com/business/2023/06/24/squishmallows-toy/
Last year, Squishmallows were named as a top toy property with Lego, Barbie, Hot Wheels and Fisher-Price. The 16-inch Squishmallow was also named as the top-selling toy of 2022 in the U.S. and Canada. The toy is well on its way to becoming an enduring brand, 11 billion impressions on Tiktok and a huge, devoted fandom.
Sunny Cho is the designer at KellyToy that originally came up with Squishmallows. Cho’s idea was to make a Japanese-style plush with big bellies and adorable faces. The first “squad” the company released came out in 2017. Those Squishmallows were only sold at amusement parks and small shops.
Now the plush is available in Walmart, Target, Walgreens, CVS, Costco, Five below, TJ Maxx, Hallmark, independent toy stores and more. The pandemic propelled further growth, with children finding the plush soothing and stress relieving.
“It’s not uncommon for toy sales to do well during economic and social turmoil,” Zahn, editor in chief of the trade publication the Toy Book and senior editor at the Toy Insider, said. “Plush has been one of those categories since the beginning of the modern toy industry.”
Another reason why people enjoy these plushies so much is because all of them have a name, a birthdate, and a backstory. This helps people “connect” with the plushies.
Nadia Lindstrom, a 30-year-old who owns around 30 squishmallows, bought a Squishmallow called Shep only because of its biography.
“Okay, he’s coming home with me,” was her reaction after reading Shep’s tag.
Carter Kench is an influencer that has 9.6 million followers across YouTube, Tiktok and Instagram. He has a stack of Squishmallows in the corner of his room that almost touches the ceiling. Most of Kench’s content involves him visiting many stores to get a certain plush.
“I feel like Indiana Jones every time I’m on the hunt,” he said.
Jazwares now sells Squishmallows in over 50 countries and licenses the brand to 60 consumer licensees, Now there is also Squishmallow merchandise including backpacks, apparel, stickers, nail polish, slippers and bath bombs.
“The plush is not something I can bring around all the time,” Celestra Acosta, a 26-year-old Squishmallow superfan said. “But I could use a notebook, I could use a pen, and it kind of makes the day feel a little more fun—adds a little whimsy.”
Source: https://www.washingtonpost.com/business/2023/06/24/squishmallows-toy/
