Jazwares Makes Licensing Expo Debut with SquishmallowsJazwares Makes Licensing Expo Debut with Squishmallows

Celebrating 25 years, toy company Jazwares debuts at Licensing Expo Las Vegas with its Squishmallows plush brand. The growth of Squishmallows, the No. 2 toy property and No. 1 Plush according to The NPD Group’s report in April, has fueled new cross-category collaborations across beauty, games, apparel, home decor and more, adding to the brand's portfolio of licensing partners. 

Squishmallows took the Toy Association’s overall Toy of the Year award, while also hitting a 125 million plush sold milestone. On social media, Squishmallows content has generated nearly 6.5 billion video views on TikTok, and @squishmallows (and related hashtags) has been tagged in more than one million Instagram posts. Additionally, the Squishmallows social media channels have increased to more than 827,000 followers, and nearly 100 global and local Facebook groups have been created by fans. In the Metaverse, the recently launched Squishmallows on Roblox game has a 1.5M monthly active user base. 

“As Squishmallows continues its evolution as a preeminent 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.” 

Recognizing the brand's vast global audience and multi-generational appeal, Jazwares created its premiere Squishmallows global licensing program last fall supported by some of the biggest names in consumer and lifestyle products including Bioworld, BigMouth, BBC International, Franco Mfg., Fashion Angels Enterprises, Primary Colors and HarperCollins Publishers, amongst others. 

Attendees of Licensing Expo are encouraged to experience the Squishmallows lifestyle at booth #0214 in the Bayside Exhibit Hall at Mandalay Bay. New licensee highlights include: 

In the United States, Taste Beauty will make a line of lip, nail, cosmetic and bath & body products inspired by the world of Squishmallows. Additionally, The Op I USAopoly, a developer and manufacturer of board games and puzzles, has been tapped to create a custom Squishmallows Monopoly game with an exclusive 4-inch character. Kurt Adler will develop a line of Squishmallows ornaments and stockings for the holiday season. In Europe, a consumer products licensing program will also be supporting Squishmallows with an array of cross-category support. Soon to be announced licensees are expected to include bath and beauty, swimwear and apparel and bedding, as well as multiple products from lifestyle brands.