Squishmallows and Pokémon join forces for plush collaboration

Published on: 25th July 2022

The new Squishmallows x Pokémon plush featuring fan-favourite characters made its debut at San Diego Comic-Con last week.

Pikachu – Squishmallows x Pokémon

Jazwares has announced that two of the toy industry’s top powerhouse brands – Squishmallows and Pokémon – will be teaming up. Exclusively revealed at San Diego Comic-Con, the new Squishmallows x Pokémon collection combines the loveable personalities of Squishmallows with the most iconic Pokémon in the franchise.

Gerhard Runken, senior vice president of Brand & Marketing, Jazwares, commented: “Joining forces with Pokémon to bring fans this monumental new offering takes the Squishmallows brand to a completely new level of pop-culture coolness.”

Amy Sachtleben, director of Licensing, The Pokémon Company International, added: “Pokémon continues to offer new and premier ways for fans to experience and show their love for the brand. This collaboration with Jazwares is a perfect fit for fans of both brands. We can’t wait to see reactions at Comic-Con International in San Diego and the upcoming launch.”

Officially due to launch this autumn on Poké in the US, Poké in the UK and Poké in Canada, the Squishmallows x Pokémon collaboration builds on each brand’s DNA and multi-generational appeal. Fan favourites Pikachu, Ghost and Gengar will all be available as huggable Squishmallows.

On social media, Squishmallows content has generated nearly 8b video views on TikTok, while @squishmallows (and related hashtags) has been tagged in more than a million Instagram posts. Additionally, the Squishmallows social media channels have grown to more than 986,000 followers. In the Metaverse, the recently launched Squishmallows on Roblox game continues to be widely popular with players who can collect Squishmallows virtual plush.

Since Squishmallows debuted in 2017, each plush has featured its own lovable personality, and the brand has become known for its ultra-soft feel and whimsical aesthetic. With more than 1,500 unique Squishmallows to collect, ranging from two- to 24-inches in size, the brand has captivated fans in more than 40 countries.

In January this year, Jazwares extended its Pokémon master toy rights to include new direct distribution territories in the UK, Ireland, Germany, Switzerland and Austria.


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