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December 6, 2023
Jazwares, maker of the Squishmallows brand, is collaborating with global fashion brand, H&M, to launch a vibrant apparel and accessories collection inspired by the plush sensation. Available online Dec. 7 and in stores globally Dec. 21, this is the first collaboration between H&M and Squishmallows, as Jazwares continues to build on the plush property’s status as a lifestyle brand.
Inspired by the signature plush softness along with several iconic Squishmallows, the 42-piece collection for kids and tweens features a line of apparel and accessories, including slippers, pajamas, T-shirts, dresses, earmuffs, hoodies and more. Each fashion-forward item incorporates the unique personalities of the Squishmallows. Special to the H&M collection is Rodry, a yellow bearded dragon Squishmallows plush sporting a new look.
“Partnering with H&M, a global force in fashion, allows us to authentically translate the world of Squishmallows into stylish apparel and accessories we know consumers will love,” says Sam Ferguson, senior vice president, licensing, Jazwares. “We are steadfast in our vision to expand Squishmallows into a full 360-degree lifestyle brand and are eager for fans to add this epic collection to their wardrobes.”
Over the last year, Jazwares has been focused on evolving Squishmallows as a lifestyle brand with world-class partners across fashion, gaming and other lifestyle categories, adding to its portfolio of more than 70 licensees.
“Squishmallows is loved by many kids around the world, and we are so excited to be offering a unique collection to all Squishmallows fans,” says Sofia Löfstedt, head, creative and design, H&M Kids.
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