Exclusive: Jazwares talks Squishmallows and more

Published on: 8th August 2023

As the Squishmallows brand is joined by two brand-new plush ranges, Jazwares tells us what there is to look forward to in the months ahead.

Heather Corbett, head of Brand & Marketing at Jazwares for Squishmallows & Plush, Europe, tells Toy World about the ongoing success of Squishmallows and why its two brand-new plush ranges, Living on the Veg and BumBumz, are fueling huge excitement ahead of their Q3 launches.

To date, Squishmallows’ vast, loyal multigenerational fanbase and audience has bought over 200m+ plush, which is an amazing milestone to hit. Heather says the company has exciting plans for how to continue Squishmallows’ stratospheric success.

“Our best-in-class brand collaborations for Q3/4 will excite fans further as we launch licensed lines featuring Nightmare Before Christmas, new Squishmallows x Harry Potter and more Squishmallows x Pokemon styles from the sell-out collection,” reveals Heather. “Fans will also be hunting for the limited edition D100 range featuring classic Disney characters in a unique silver style, which add some sparkle to the squad.”

There’s news of new a new Squishmallows brand spot for autumn/winter 2023, Squishmallows Stackables and seasonal lines with fan favourite Halloween and Christmas Squishmallows. Plus, a much bigger exclusives programme and diversity across channels is expected to lead not only to increased sales, but also to increased social sharing and fan satisfaction.

Heather also told us more about the new BumBumz (quirky designs with a sensory element) and Living on the Veg (plush veggies with eccentric personalities to match their styles) ranges, that were unveiled at Toy Fairs in January.

“We have had a fantastic response to BumBumz and Living on the Veg and are excited to be launching these in Q3 this year. BumBumz is already gaining a phenomenal customer response following its launch in the US and has a rapidly growing social following. Fans also love to share and identify with the fun and wacky characters from the Living On The Veg collection, which again is leading to a large social media reaction and following for the brand.”

There’s a raft of retail support options available to toy stores alongside these ranges, and Heather concludes: “Jazwares is a leader in trend plush, and to stay relevant we want to delight and surprise customers with all our new plush launches. We’re keen to bring even more innovation to the category and to keep customers excited about what’s coming next.”

To find out more, read the full article, which appeared in the August edition of Toy World, here.


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