Source: Kellytoy/The Toy Book

It’s no secret that Kellytoy — a subsidiary of Jazwares — has a massive hit on its hands with Squishmallows.

To date, more than 500 characters are available and the brand continues to grow with more than 73 million plush characters sold since their debut in 2017. Of course, the limited nature of certain characters is fueling a secondary market that’s been a bit of a statistical mystery until now. Already a darling of independent toy stores, big boxes, and drug stores, Squishmallows are also doing big business on eBay.

Reps for eBay tell the Toy Book that 57,381 listings for Squishmallows have been placed on the site so far this year — an average of 690 a day. As for individual units, more than 58,000 Squishmallows have been sold on eBay this year.

Related: Easter Squishmallows Are Bunny-Hopping Into Stores

Top 5 Most Popular Squishmallows sold on eBay so far this year:

  • Blaze the Monster
  • Ari the Dinosaur
  • Xolo
  • Doug the Dog
  • Cam the Cat

Squishmallows recently launched its first major brand extension with Squishville.

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.