Squishmallows: Love at First Squish

In just under five years, the Jazwares-owned Squishmallows plush line have grown into an international phenomenon. More than 1,000 Squishmallows plush characters, both original and licensed from other properties, have been created for the squishable line, and more than 86 million have been sold since 2017. Now, the popular collectible is setting its sights on becoming more than just plush, expanding into a full-fledged lifestyle brand.  

Entertainment and sports agency Creative Artists Agency has signed Squishmallows and will identify and create opportunities for the brand across an array of areas, including film, television, video games, publishing, live touring and beyond. 

“Squishmallows’ ever-growing collector fanbase makes it a natural evolution to expand into other categories that we know they will love,” says Sam Ferguson, vice president, global licensing, Jazwares. “Squish fans have a seemingly insatiable appetite for the brand and are always looking towards the next new launch! We can’t wait to see their reactions once Squish-mallows hits retail in a new and exciting way as we work with partners to launch licensed products.” 

Engagement with the Squishmallows fanbase is the secret for quick growth. The collectible plush trends across social media platforms, with more than 2.8 billion organic video views on TikTok and nearly 100 global and local Facebook groups created and run by fans, driven by YouTube Squishmallow hunts.  

“Squishmallows have a multi-generational appeal – people of all ages love their Squish-mallows with equal passion,” says Gerhard Runken, senior vice president, brand strategy, Jazwares. “It’s a plush brand that has inspired millions of people to collect and share, something you’ll see appearing organically across TikTok and other social media platforms. Our brand is character-based with a story that has brought people together globally and they all want more. We love seeing such a diverse fan base engage with Squishmallows and seeing fans from 14- to 25- or 65-years-old all equally excited.” 

The brand will have an extensive outbound and inbound licensing focus and the CAA and Jazwares team will be zeroing in on the core Squishmallows that caused the brand to skyrocket in such a short time. 

Want to learn more? Check out the August issue of License Global now!