In less than a year, Kellytoy sold more than five million Squishmallows plush.

Debuting in fall 2017 with eight styles in four sizes, the line of collectible plush toys expanded to more than 50 characters and seasonal styles this year. In April, the grown-up squad was joined by the all new Squishmallows Baby line, which features nine new styles including owls, lambs, bunnies, a chick, elephant, and unicorn. The new Squishmallows Stackables feature a square shape based on the classic, rounder design of the originals and is available in 10 styles including pandas, owls, foxes, cats, and penguins. More characters are in the pipeline for release later this year, including seasonal styles for fall and the holidays.

All Squishmallows characters have unique background stories detailed on their hangtags and made of super soft polyester with a marshmallow-like texture. Squishmallows are available at Learning Express, national retail and gift chains including Party City, and online at squishmallows.com. Target will carry Squishmallows this fall, and Justice will carry exclusive designs starting in October.