Source: Jazwares/Kellytoy/The Toy Book

More than a year since it was first announced, the doors to Squishville are officially open.

Jazwares and its Kellytoy subsidiary launched Squishville by Original Squishmallows with a debut lineup of new products that extends the massively successful Squishmallows brand in a whole new way. The new assortment of 2-inch mini-collectible plush characters inhabits a world that includes play environments, playsets, vehicles, and accessories that kids can use to create endless adventures.

“As momentum around the Squishmallows brand continues to thrive, we are thrilled to take this globally adored line to a whole new level with the release of Squishville,” says Jazwares President Laura Zebersky. “Squeezable and stylish with big personalities, fans will love these must-have additions which allow consumers to ‘Squad Up’ and ‘Squish In’ with their favorite Squishmallows.”

Squishville products | Source: Jazwares/Kellytoy/The Toy Book

By the end of the year, more than 150 characters will be available in the 2-inch scale.

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The initial range includes the Squishville Mystery Mini-Squishmallow with Fashion Item assortment with 24 styles to collect; Mini-Squishmallow with Vehicle (Planes, Cars and Carriages); Mini-Squishmallow 4-Packs; Mystery Mini-Squishmallow 6-Packs; Mini-Squishmallow 2-Pack with Fashion assortment; Squishville Accessory Set Assortment; Squishville Play Scene Assortment; and the Squishville Fifi’s Cottage playset.

Squishville products are available now at Amazon and Hot Topic. Claire’s will begin stocking the line later this month followed by Walmart in April and Target in June.  Families in the UK can look for Squishville toys at Argos, Asda, Tesco, The Entertainer, and Smyths.