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“Appealing to Gen Z consumers via key retail partnerships is Kellytoy, makers of Squishmallows plush. This spring, the company will debut a line of nine characters in two sizes, along with a scented Squishmallows line, exclusively at Justice retail stores. For Valentine’s Day, Kellytoy is launching Squishmallows Mystery Squad, a line of miniature plus housed inside marshmallowed shaped canisters. Product releases are also supported online via Squishmallows.com, which is specifically designed for the Gen Z customer base. “They absolutely love the detailed profiles of each character, the versatility and comfort Squishmallows provides, as well as growing their collections,” said Kellytoy CEO Jonathan Kelly.

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