Some of the Squishmallows Squad | Source: Jazwares

Squishmallows, Jazwares‘ popular brand of soft plush toys, has signed with entertainment and sports agency Creative Artists Agency (CAA).

By representing Squishmallows, CAA will identify and create opportunities for the brand across a variety of categories, including — but not limited to — film, television, video games, publishing, and live touring.

Since launching in 2017, the Squishmallows brand has expanded from one to more than 1,000 plush characters, with more than 86 million plush sold worldwide. The brand also maintains a popular presence on social media platforms, especially TikTok, where videos tagged with #squishmallows have gotten more than 3 billion views.

Related: Welcome to the Squishmallows Squad! Population: Squishmillion

“The Squishmallows brand is at this incredible stage, experiencing tremendous growth and increasing popularity over the past year,” says Michael Rinzler, executive vice president and partner at Jazwares. “Now is the perfect time to join forces with CAA, the best partners in the industry, to fully take advantage of the momentum behind the brand and create significant content and entertainment experiences for our brand fans.”

Earlier this year and before signing with CAA, the Squishmallows brand made its first venture into content creation with Squishville, an animated web series produced by Moonbug Entertainment and inspired by the Squishmallows product line of the same name. Squishville first launched in June, with new episodes releasing every Saturday through October.

About the author

Madeleine Buckley

Madeleine Buckley

Madeleine Buckley is a senior editor at The Pop Insider, The Toy Insider, and The Toy Book. She covers all things toys and fandom, and has appeared on Cheddar and a variety of regional news networks to talk about the latest trends in both. She is a movie score enthusiast, mediocre knitter, proud Syracuse alumna, and Marvel lover. You can usually find her at the movies or hanging out at home with her super-pup, Parker.