The launch of an all-new squishy brand extension – Squishville – has been announced.

License Global

March 6, 2021

1 Min Read

Jazwares and Kellytoy, a subsidiary of Jazwares, builds on its plush brand Squishmallows to launch an all-new squishy brand extension called Squishville. 

Select items are available now at Amazon, Hot Topic, Box Lunch, and GameStop, with additional rollout at Claire’s this month, Walmart in April and Target in June.

Due to high demand, Jazwares is working with retailers to replenish stock so more fans and parents can access the products. Squishville is also available now across major retailers in the U.K., including Argos, Asda, Tesco, The Entertainer and Smyths.

The extensive line of two-inch mini-collectible plush characters, imaginative range of environments, playsets, vehicles and related accessories will allow children to play along with their squish squad like never before. More than 150 characters will be available as a part of Squishville by the end of the year, including unique minis to fuel collectability, along with an assortment of new characters.  

Jazwares will market the toy line through its global distribution channels across the mass market, gift, specialty, toy retailers, and supermarkets.  

"As momentum around the Squishmallows brand continues to thrive, we are thrilled to take this globally adored line to a whole new level with the release of Squishville," says Laura Zebersky, president, Jazwares. "Squeezable and stylish with big personalities, fans will love these must-have additions which allow consumers to 'Squad Up' and 'Squish In' with their favorite Squishmallows."

The Squishville products available at launch feature mini collectible plush, vehicles and playsets. Additional products to build out the Squishville world will debut throughout the year.

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