The companies have been appointed by OLO Industries, LLC, in partnership with RedwoodVentures.

Both licensors will leverage the friend-inspired squish line, first introduced in autumn 2017, with its vast loyal consumer base.

Shelly Owen, owner of OLO Industries, commented: “Over 50 million YouTube fans love our Smooshy Mushy brand and we have seen a huge community develop around our adorable slow rise line. We’re looking forward to building the Smooshy Mushy brand with consumers across numerous product categories, and we believe Evolution and Lisle Licensing are the absolute best partners to make this happen.”

Andy Wiseman, CEO of RedwoodVentures, manufacturer of the full Smooshy Mushy collectible line, said sales have been brisk since debuting in late October 2017. “Smooshy Mushy was a sell-out in 2017 when exclusively available at Walmart,” he said. “Demand has remained extremely strong in 2018 as the line expands to Toys R Us, Target, Michaels, Amazon and other retailers, in addition to dozens of key world markets.”

Lisle Licensing, which has managed brands across different categories of licensing since 2010, will customise a strategic brand and marketing program that supports the Smooshy Mushy trademark into additional categories in United Kingdom and Europe.

Evolution USA, LLC, delivering extensive knowledge in multiple market segments such as entertainment, character brands, toys and more, will launch Smooshy Mushy brand licensing opportunities in North America and worldwide, excluding UK, EMEA and South Africa. Retail relationships will be expanded through representation in several categories such as Apparel, Sleepwear, Swimwear, Accessories, Soft Home Goods and more.