Jazwares prepares to launch Squishville

Published on: 9th November 2020

The range will expand the universe of Squishmallows by introducing the UK’s first all-plush play sets.  

Jazwares is building on its hugely successful plush brand Squishmallows with the launch of an all-new colourful and squishy brand extension called Squishville, set to debut at UK retail from December 2020. The squeezable range will expand the universe of its globally beloved Squishmallows brand by introducing the UK’s first all-plush play sets.

Holly Oldham, managing director, UK & Nordics at Jazwares, said: “Squishville takes everything that kids love about Squishmallows – their soft texture, unique feel and adorable personalities – and injects a whole new level of playability by creating a plush world for these loveable characters. We can’t wait to introduce Squishville to children this winter and look forward to starting this exciting new chapter for the brand moving into 2021.”

Consumer demand for Squishmallows remains high, with over 55m pieces sold globally and 2m pieces sold in the UK alone. The new Squishville play sets and accessories will give kids the opportunity to extend their play pattern with an exclusive new line of 2” mini-collectible plush and an imaginative range of environments, play sets, vehicles and related accessories, in a variety of price points. An assortment of over 120 characters will be available by summer 2021, including rare minis to fuel collectability, with a huge new set of characters to follow in autumn 2021.

Jazwares will market the toy line through its global distribution channels across mass market, gift, specialty and toy retailers and supermarkets. A strong roster of retailers in the UK are already lining up to stock the products this Christmas including Argos, Asda, Tesco, The Entertainer and Smyths.

A national marketing campaign will include TV sponsorship on Channel 5 Milkshake! in December followed by dedicated social content, digital advertising and a national PR campaign that includes endorsement from high profile parenting influencers and celebrities.

Squishville products set to debut at UK retail in December include:

  • Squishville Mystery Mini-Squishmallow with Fashion Item: 24 styles to collect £3.99 RRP
  • Squishville Mini-Squishmallow with Vehicle (Planes, Cars and Carriages): 12 assorted varieties £5.99 RRP
  • Squishville Mini-Squishmallow 4-Pack: 3 assorted varieties £9.99 RRP
  • Squishville Mystery Mini-Squishmallow 6-Pack: 3 assorted varieties £14.99 RRP

January 2021 will see the following additions to the line:

  • Squishville Accessory Sets (Camping, Picnic & Playground and Kitchen & Playroom) £11.99 RRP
  • Squishville Play Scene (Bakery & Boutique) £17.99 RRP
  • Squishville Fifi’s Cottage £34.99 RRP


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