Jazwares and its Kellytoy subsidiary have assembled a whole new squad to bring the Squishmallows brand into more categories in the toy department and beyond.
Squishmallows continues its growth into a full-scale lifestyle brand with a full consumer products licensing program. Looking ahead into 2022, families, fans, and collectors will find Squishmallows trading cards, bedding, pool floats, apparel, and more products available at a wide array of mass and specialty retailers.
“As the Squishmallows brand evolves, we’re focusing on impactful category collaborations that entertain and delight our millions of fans in authentic, meaningful ways,” says Jazwares’ Executive Vice President Judd Karofsky. “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.”
New licensing partners for the Squishmallows brand include Bioworld (apparel, loungewear, headwear, bags, socks, collectible accessories); Big Mouth (pool floats, cooler bags, beach chairs, pop-up tents); BBC International (footwear); Franco Manufacturing (bedding, accessories, throws, beach towels, bath blankets); Fashion Angels (stationary and back-to-school accessories); Parkside Collectibles (trading cards); and Primary Colors (gummy and candy products).
Since their debut in 2017, more than 1,000 Squishmallows characters have been released. The cuddly, collectible Squishmallows are available at independent toy stores and specialty retailers, amusement parks, and national chains, including Cracker Barrel, Costco, CVS, Five Below, Hallmark, Justice, Learning Express, Target, Walgreens, and Walmart.
