Kellytoy’s Squishmallows are moving beyond plush and into “a full-scale licensed character brand.”

Evolution USA will manage the Squishmallows global licensing initiative, seeking to tap into the global success of the brand, which has already sold more than 30 million plush toys to date across nine different sizes and price points. Evolution is in the process of appointing a global network of sub-agents to manage the program in non-English-speaking territories. Categories being tapped for Squishmallows expansion include apparel, sleepwear, accessories, headwear, home decor, health and beauty, back to school, stationery and paper goods, games and puzzles, novelty, publishing and magazines, food and beverage, and mobile gaming. Additionally, Kellytoy and Evolution are partnering with developers and agencies to develop new brand style guides alongside short-form content, mobile games, influencer programs, celebrity seeding, and other social media activations.

“We are very excited for the opportunity to work with the talented team at Evolution to expand our core brand on a global scale” says Jonathan Kelly, CEO of Kellytoy. “Their knowledge and connections in the industry, along with their full-service agency solution, is a perfect fit for our needs, as we take the next step in establishing a character franchise that can scale significantly. Several key retail partners are clamoring for additional Squishmallows products beyond plush, and we are happy to deliver that via our licensed partners.”

Evolution will showcase the Squishmallows brand at Brand Licensing Europe in London from Oct. 1-3 in booth No. B341.

Recently, Kellytoy revealed fall plans, with expanded assortments of Halloween and holiday Squishmallows set to be released in the weeks ahead.