Jazwares Expands Squishmallows Consumer Products Program

Consumer product extensions grow its presence as a lifestyle brand.

License Global

June 13, 2023

2 Min Read
Squishmallow Puzzle
Squishmallow PuzzleBuffalo Games, Jazwares

Jazwares has revealed new licensees for its Squishmallow brand at Licensing Expo.

“Squishmallows continue to reach well beyond the toy aisle, granting us the opportunity to curate a full 360-degree licensing portfolio that allows our millions of fans to dive even deeper into the captivating world of Squishmallows,” says Judd Karofsky, executive vice president, Jazwares. “At Licensing Expo we’re eager to debut exciting and unique new products across a variety of categories that we know fans everywhere are going to love.”

With more collaborations announcements slated for later in the year, new licensee highlights include: 

  • Andrews McMeel is an independent, global publishing company that will extend Squishmallows across books and calendars

  • Ashtel Studios, a personal care products manufacturer, will create Squishmallows branded oral care products, tissues and First Aid supplies

  • Blueprint will unveil a line of stationery and back-to-school essentials tailored specifically for Squishmallows fans

  • Buffalo Games will offer Squishmallows puzzles for all ages and skill levels

  • Centric Brands will offer a full suite of youth Squishmallows branded pajamas and robes.

  • Corsair, a health and beauty manufacturer, is set to unveil a collection of Squishmallows-inspired skincare, body care, perfume and beauty accessories

  • Curious Universe will release an array of arts and crafts products

  • DIFUZED, a licensed lifestyle manufacturing company, is gearing up to introduce a line of Squishmallows apparel, bags and accessories

  • Erve is teaming up with Squishmallows to bring a collection of daywear, nightwear, sock and underwear

  • Finsbury Foods will release a Squishmallows celebration cake

  • Lazerbuilt, a name in consumer electronics and accessories, will launch Squishmallows-inspired headphones and tech accessories

  • Happy Helpers will add therapeutic heat to Squishmallow characters

  • H.E.R. Accessories designs, manufactures and sells jewelry, hair accessories, party supplies and cosmetics. The company will develop lines of Squishmallows hair accessories and jewelry

  • Komar will produce Squishmallows sleepwear and robes along with a new venture into tablet cases

  • Modern Gourmet Foods will launch a range of Squishmallows-branded seasonal products

  • Stor, a household goods company, is set to launch its Squishmallows-inspired lunch ware and hydration collection

  • Top Trenz, the maker of fidget and sensory toys, is set to debut a line of Squishmallows magnetic sliders, pop fidgets, water wigglers and more

  • What Do You Meme, a modern entertainment consumer product company in the toy and game space, has developed a Squishmallows-themed card game, including an exclusive Benny plush

  • Winning Moves, a toy and games company, will launch a new range of Squishmallows products to market, including Top Trumps, Top Trumps Match and the official Monopoly game with an exclusive plush.

“The monumental growth of our Squishmallows consumer products program is a testament to the strength and popularity of the brand and the many ways it is celebrated and enjoyed worldwide,” says Sam Ferguson, senior vice president, global licensing, Jazwares. “As we further engage new category-expanding collaborations, Squishmallows continues its evolution as a highly acclaimed, multi-generational global lifestyle brand accessible to all anytime, anywhere.”

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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