Squishmallows 50 Million

Jazwares LLC and Kellytoy Worldwide Inc. have formed a strategic partnership to extend the reach of Kellytoy’s Squishmallows brand.

Under the new deal, Jazwares will distribute Kellytoy’s products in select territories and has granted to Jazwares master global toy rights to build a new line extension entitled Squishville. The new range will include mini collectible plush, environments, playsets, vehicles, and related accessories.

“We are so excited to be working with Kellytoy, which has built the wonderful world of Squishmallows that has become a global phenomenon, having already sold over 50 million units of plush in the past 2 years,” says Jazwares’ President and CEO Judd Zebersky. “The whimsical nature of the brand coupled with the magical softness of the Squishmallows characters will be seen in Jazwares’ collectible plush toy line extension. Leveraging Kellytoy’s reputation for quality with Jazwares’ global footprint will delight fans all around the world.”

Jazwares will use its reach to market both Squishmallows and Squishville through nearly every market segment.

“This partnership with Jazwares couldn’t be a better fit,” says Kellytoy CEO Jonathan Kelly. “It’s a win-win for both companies, as Jazwares and Kellytoy each understand that by working together we can collectively develop Squishmallows to become a property that will stand the test of time.  Squishmallows products, as well as the new items [created] under the umbrella of Squishville will complement Jazwares’ existing toy lines; and Jazwares’ global distribution strength will enable the Squishmallows brand to penetrate new markets.”

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.

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