Fashion Angels Squishmallows product concepts | Source: Jazwares/Kellytoy/The Toy Book

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.

Bioworld Squishmallows product concepts | Source: Jazwares/Kellytoy/The Toy Book

“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.”

Squishmallows product concepts from Big Mouth, Franco, and BBC International | Source: Jazwares/Kellytoy/The Toy Book

Related: Welcome to the Squishmallows Squad! Population: Squishmillion

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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.