Squishmallows-themed puzzle (left) and Monopoly (right) from The Op/USAopoly | Source: Jazwares/the Toy Book
They’ve taken over the plush category, and now they’re ready to take on … pretty much every other consumer products category.
Jazwares has made its Licensing Expo debut this year with its Squishmallows plush brand, the No. 2 toy property and No. 1 plush property, according to Jazwares and The NPD Group‘s April 2022 report. The mass appeal for consumers of all ages has led to a cross-category program, including beauty, games, apparel, home decor, and more.
“As Squishmallows continues its evolution as a pre-eminent global lifestyle brand, we’re opening the door for big-sky opportunities setting the stage for meaningful fan first product extensions,” says Judd Karofsky, executive vice president, Jazwares. “Demand for Squishmallows is skyrocketing so we’re more than ready for millions of people around the world to enjoy their favorite Squishmallows characters via a wide array of growing product categories and experiences.”
Jazwares created the Squishmallows global licensing program last fall with licensees including Bioworld, BigMouth, BBC International, Franco., Fashion Angels Enterprises, Primary Colors, and HarperCollins Publishers. At Licensing Expo, Jazwares debuted new licensees at its Booth No. 0241, including Taste Beauty for lip, nail, cosmetic, and bath and body products; The Op | USAopoly for puzzles and a custom Squishmallows Monopoly game; and Kurt Adler for ornaments and stockings. The company plans to announce more licensees for bath and beauty, swimwear and apparel, bedding, and more.
More than 125 million Squishmallows have been sold since the brand debuted in 2017. There are more than 1,000 characters ranging from 2-24 inches in size. The brand has nearly 6.5 billion views on TikTok, and @squishmallows and its related hashtags have been tagged in more than 1 million Instagram posts. Squishmallows on Roblox has become the No. 1 toy game on the platform with 1.5 million monthly users.