Selfridges stores in Birmingham, London and Trafford are presenting new Squishmallows pop-up areas featuring an infinity selfie mirror and plush assortments. 

Jazwares‘s Squishmallow brand and Selfridges have teamed up for a showcase featuring the ultimate Squishmallows selfie space in the Selfridges Birmingham, London and Trafford stores.

The plush brand has a huge social media presence with nearly 14b organic impressions. Hosting the new Squishmallows selfie zone, Selfridges expects to be a popular destination for fans this summer.

The Selfridges stores will showcase the new Squishmallows pop-up areas, designed to give a summer festival atmosphere. Fans can be the star of the ultimate selfie with the Squish Squad in the vibrantly branded Squishmallows infinity selfie mirror, surrounded by Squishmallows plush assortments.

Heather Corbett, head of Brand and Marketing, Squishmallows and Plush, Jazwares, comments: “We are delighted to team up with Selfridges to create the most amazing Squishmallows selfie zone for our Squad. We are thrilled to continue the fantastic relationship with the Selfridges team, building on the incredibly popular previous Squishmallows pop-up activations, starting with the Squishmallows sofa and arch in 2022, moving on to the Squishmallows plush adorned tunnels in 2023 and now the ultimate Squishmallows selfie destination for 2024.”

Since Squishmallows’ debut in 2017, the brand has become known for its ultra-soft feel and adorable designs, delighting fans of all ages with the Squishmallows’ unique and lovable personalities. Now sold in over 60 countries, Squishmallows’ vast audience and multi-generational appeal have fuelled a milestone of over 400m plush sold YTD. Winning the Toy of the Year (TOTY) Award three years in a row and Dream Toys two years in a row, Squishmallows is the No.1 plush brand globally, the No.1 toy in UK, US and Canada, the fastest growing property in the UK and the best-selling plush manufacturer in Germany and Australia.