Jazwares Secures Global Master Toy Rights for Squishmallows Extension Squishville

Jazwares has gained master global toy rights to build a new toy line extension entitled Squishville.
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License Global

February 21, 2020


Jazwares and Kellytoy Worldwide have announced a strategic partnership to build a new line extension for the Squishmellow franchise called Squishville. 

The collection will include mini collectible plush, environments, playsets, vehicles and related accessories. Jazwares will market the Squishmallows and Squishville brands through its global distribution channels, which includes mass market, gift, specialty and toy retailers, party and pet stores, supermarkets, discount stores, drug stores and amusement parks.

“We are so excited to be working with Kellytoy, which has built the wonderful world of Squishmallows that has become a global phenomenon, having already sold over 50 million units of plush in the past two years,” says said Judd Zebersky, chief executive officer and president, Jazwares. “The whimsical nature of the brand coupled with the magical softness of the Squishmallows characters will be seen in Jazwares’ collectible plush toy line extension. Leveraging Kellytoy’s reputation for

quality with Jazwares’ global footprint will delight fans all around the world.”

Jazwares has continued to grow its footprint in the toy sector. Along with its latest partnership, the brand has also inked deals for licensed toys for

YouTube Star Blippi

and wrestling promotion

All Elite Wrestling


 “This partnership with Jazwares couldn’t be a better fit,” says Jonathan Kelly, chief executive officer, Kellytoy. “It’s a win-win for both companies, as Jazwares and Kellytoy each understand that by working together we can collectively develop Squishmallows to become a property that will stand the test of time. Squishmallows products as well as the new items under the umbrella of Squishville will complement Jazwares’ existing toy lines; and Jazwares’ global distribution strength will enable the Squishmallows brand to penetrate new markets.”

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