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.

Related: State of the Industry Q&A 2021: Jazwares

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.

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.