Jazwares debuts at BLE with Squishmallows

Published on: 21st September 2022

Jazwares has headed to BLE with its global plush brand sensation Squishmallows.

BLE attendees have the opportunity to meet the Squishmallows team and collaborate with Jazwares to create meaningful product extensions for UK fans and collectors.

As Squishmallows continues its evolution into a powerhouse lifestyle brand, UK Squishmallows sales have doubled in 2022. Sales are set to double again moving into 2023 with over 250 new Squishmallows entering the UK market. Incredible results in the toy aisle are further fueled by out-of-aisle activations across major retailers, supported by a robust marketing campaign where UK TikTok stars showcase their Squishmallows squads.

“Demand for Squishmallows is at an all-time high and we are very excited to be attending BLE to discuss meaningful opportunities to expand our ever-growing licensing partnerships,” said Sam Ferguson, SVP Global Licensing, Jazwares. “We are focusing on authentic category collaborations that embrace the brand’s DNA, giving fans a chance to embrace Squishmallows across an array of categories and experiences.”

Since Squishmallows’ debut in 2017, the brand has become known for its ultra-soft feel and adorable designs for fans of all ages, with 125m+ plush sold globally. Last year Squishmallows took the US Toy Association’s coveted overall Toy of the Year award, and is also a 2022 nominee for the association’s licence and plush toy of the year awards. On social media, Squishmallows content has generated over 8.3b impressions on TikTok and @squishmallows (and related hashtags) have tagged in more than 1m Instagram posts. The Squishmallows social media channels have ballooned to more than 1.1m combined followers and nearly 100 global and local Facebook groups have been created by fans. In the Metaverse, the recently launched Squishmallows on Roblox game continues to be widely popular with players who can collect Squishmallows virtual plush, hang out with friends and more in a colourful world.

Recognising the brand’s vast global audience and multi-generational appeal, Jazwares created its premiere Squishmallows global licensing programme last year in the US and following its success, will debut an extensive UK programme with Q3/Q4 product launches for 2022, supported by some of the biggest names in consumer and lifestyle products. Partners include Bioworld, Character World, HarperCollins Publishers, Aykroyds and TDP Textiles and Crackerjack UK Ltd.

“We have witnessed exceptional retail sales in the UK and are following a very successful US consumer products launch. We are more than ready for this incredibly exciting new chapter for Squishmallows,” added Sam Ferguson.

Attendees of BLE are encouraged to experience the Squishmallows global lifestyle phenomenon at stand B200.


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