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.”