The collectible plush toys Squishmallows featured in The Morning’s Best Toys for Christmas Gift Guide. 

Squishmallows have been one of the collectible crazes of 2019 and their popularity was compounded after appearing on ITV’s This Morning in a round-up of their Best Toys for Christmas Gift Guide.

Showcasing a selection from the latest phase of Squishmallows, the product received compliments from presenters Holly Willoughby and Philip Schofield, who commented on how soft the plush products were. Following the appearance, sales increased significantly on the dedicated Squishmallows site, selling 10 times the amount than on regular days with high levels of traffic to all areas of the website, which also features activities for children and downloadable adoption certificates. The Entertainer also reported a 63% uplift in sales in the hours immediately after the broadcast.

Heather Corbett, marketing manager at Innovation First, who distribute Squishmallows exclusively in the UK, said: “The response to Squishmallows this year has been phenomenal and this appearance on such an iconic platform has been the icing on the cake and has rounded the year off for us with Squishmallows selling in their thousands for our retailers in the run up to the big day. We have really big plans for the range going into 2020 and look forward to emulating this year’s success.”