The irresistibly adorable Squishmallows brand from Jazwares is continuing to make its mark worldwide with its licensing program, which includes both fresh and renewed partnerships.
Following a groundbreaking year in 2024, in which License Global named Squishmallows the No. 2 Global Licensor, Squishmallows will continue its reach in 2025 across collaborations in the collectibles, food, health, beauty, and fashion sectors.
The Squishmallows plush franchise has grown to include more than 125 global licensees and is available in more than 60 countries. The brand exceeded 485 million plush sold in 2024.
This Squishmallows x Ordo collab is all about smiles. | Source: Jazwares/The Toy Book
Studio OH! Squishmallows candles are among the many licensed collabs this year. | Source: Jazwares
The MdDonald's Squishmallow Happy Meal returns for a limited time. | Source: Jazwares
The success of the Squishmallows brand's earnings in 2024 have led to an even more expansive licensing program this year. | Source: Jazwares
The Squishmallows licensing program now boasts over 125 global licensees. | Source: Jazwares/The Toy Book
Customers can expect to see Squishmallows products from this comprehensive list in 2025:
- 23point5: A sustainably-focused outdoors lifestyle brand.
- Aykroyds: A U.K.-based family business with character-themed underwear and nightwear for kids.
- BBC Studios: The globally recognized British distributor, producer, and licensor of TV brands and content, including Bluey.
- Berkshire: Shapewear, legwear, and hosiery brand.
- Brand In: U.K.-based licensing and brand management agency.
- Character World: U.K.-based textiles company with licensed bedding and furniture for kids and teens.
- The Carat Shop: Licensed jewelry and accessory designer and manufacturer based in the U.K.
- The Oodie: Oversized wearable blanket company selling fun character designs.
- Horizon Group: U.S.-based DIY and arts and crafts company.
- Hybrid: Licensing and fashion company producing trending licensed and private label pieces.
- Lip Smacker: Iconic flavored lip balm brand regarded for its character-themed packaging and fun scents.
- McDonald’s: Global fast food chain continuing its Squishmallows Happy Meal program
- Northcott: Specialized cotton fabric company for quilts and sewing
- Ordo: U.K.-based oral care brand with subscription-based accessories and toothbrushes.
- PEZ: Well-known candy brand featuring character dispensers and fruity flavored candies.
- Skinnydip: Pop-culture accessory and tech gear brand based in London.
- SNAP Cosmetics: Cosmetic and skincare company focused on innovative beauty.
- Sunstar (GUM): Oral health company under the GUM brand.
- TonyMoly: Korean beauty brand known for playful packaging.
- Treasures Gifted: Novelty gifts and merchandise company.
Driven by impressive 2024 sales and a growing portfolio of licensing partners, Squishmallows has solidified its position in pop culture, maintaining leading SKUs across digital and retail platforms.
Attendees of Licensing Expo can visit Squishmallows at booth No. S212.
