Licensing Source Book: Squishmallows Supplement 2024

...to our very first supplement dedicated to all things Squishmallows. Since launching the Squishmallows licensing programme in 2021, we have signed over 80 global partners and are firmly on track to cement Squishmallows as a worldwide lifestyle franchise. Any category where we have captured the unique feeling of a Squishmallows hug and authentically translated it into a new product has resonated remarkably well with our fans. Our team collaborate closely with our partners to ensure they include as much of the brand’s DNA as possible so that our licensed products provide the same joy to our fans as our plush.

We have fantastic partners on board for the UK. As we continue into the year ahead, our focus is to maximise all retail opportunities with meaningful in-store statements to convert our ‘Squish hunting’ fans into buyers of new licensed products. As we look further

afield to Europe and internationally, we are strategically partnering with agents in key markets to accelerate the CP programmes locally. We will look to replicate our UK consumer products success across these markets and the EU by working with best-in-class partners. Collaborations will also continue to be essential for us as we head into 2025. We’ll be building on our successful partnerships with H&M and Panini, with more exciting launches to come. So, watch this space…

If you want to join us on our exciting Squishmallows growth journey, don’t hesitate to contact the team; you’ll find their details on the back cover of this supplement.

Sam Ferguson, SVP Global Licensing, Jazwares

’Mallow Milestones

2021, 2022, 2023 Toy of the Year

US top-selling toy, 2023

WINNERS

2023 Plush Toy of the Year

2023 Brand of the Year: Toy

BY NUMBERS

Europe’s top gaining plush property 2023

1.7M+ social followers +70% toy revenue growth YOY 2,500+

Squishmallows styles

Available in 60 countries

825k Facebook fan group members 13.7bn+ impressions across social channels

400 million ’Mallows sold since launch 80+ global consumer product partners

From Plush to Powerhouse

Since its debut in 2017, huggable plush sensation Squishmallows has ascended beyond the toy aisle to become a $1bn* lifestyle franchise that allows fans, families and collectors to share their love for their favourite brand in multiple fun ways.

KMultigenerational brand with broad appeal Primary Gen Z-ers aged 12–24, over-indexing 18–24 Secondary Kids aged 6–12

New! Squish-a-longsTM

The latest Squishmallows brand extension, Squish-a-longs, launches A/W 2024. Aimed at younger fans as well as lovers of all things miniature, the new line features Squishmallows styles in a tiny 1in form.

nown for its adorable designs and its tactile and ultra-soft feel, Squishmallows is a retail sensation and global top-selling toy, boasting sales of over 400m pieces (including 100m+ in 2023 alone). In just over seven years, it has picked up multiple awards – including winning Overall Toy of the Year at the US Toy Association’s Toy of the Year (TOTY) Awards three years in a row – and has gone viral on TikTok, with celebrity fans including Lady Gaga and Kim Kardashian sharing their love for the brand.

Ranging from kids aged 6–12 to Gen Z-ers in the 18–24 age group, Squishmallows’ passionate fans are always on the hunt for more ’Mallows to add to their collections and love to share their finds on social media. Recent years have seen Squishmallows’ social content squish through the roof, generating over 13.7bn social impressions. Additionally, Squishmallows’ owned social media channels have ballooned to more than 1.7m followers and over 127 global and local Facebook groups have been created by fans. Such strong brand equity and popularity have resulted in multiple line extensions for Squishmallows, including HugMeesTM, StackablesTM, FlipAMallowsTM, FuzzAMallowsTM, SquisharoysTM, MicromallowsTM and Squish-a-longsTM. A+ branded collaborations, such as Pokémon, Disney and Stranger Things, will continue to be an important focus. Jazwares’ Gerhard Runken, EVP of Brand & Marketing, says: “With every collaboration, Jazwares aims to find the right partners to create authentic connections with fans that not only merge two fandoms, but also further engage and foster community amongst the two brands.”

BEE)

The Squishmallows global phenomenon has also fuelled a robust and rapidly growing licensing programme supported by over 80 global licensees in varied categories including apparel, home décor, art and craft and health and beauty. Squish fans can enjoy and engage with the brand 24/7 across multiple aspects of their day.

The OGs

The original Squishmallows Squad was made up of just eight characters, including Cam the Cat (above) and Hans the Hedgehog, which were sold through Walgreens in the US.

Today, more than 2,500 Squishmallows are sold in over 60 countries.

What makes Squishmallows original?

Inclusive * Diverse *

Genuine * Optimistic * Empathetic * Quirky * Collectable

Squishmallows have a signature soft texture and squeezable form. The brand’s innovative design combines unique textures, proprietary materials, quality stitching, and velvety and stretchy signature fabric with ultra-soft stuffing.

Authentic Original Squishmallows include hangtags that feature the character’s unique name and bio, along with their Squish Date.

Squishmallows on Roblox

With a massive 19m+ registered users and a 90% positive rating from players, Squishmallows on Roblox has been engaging fans and gamers since its 2021 launch.

Developed in-house by Jazwares Game Studio, Squishmallows on Roblox is the ultimate social virtual world where fans can collect Squishmallows virtual plush, hang out with friends, compete in fun mini-games and customise their very own Squishmallowsthemed home.

Jazwares Game Studio is constantly evolving the gameplay to delight fans, incorporating event extensions, seasonal celebrations, licensing integrations and surprises such as a Godzilla Squishmallows in-game drop and trailer marking the cinema release of Godzilla x Kong.

Played 89m+ times!

ABOVE: Squishmallows fans can collect their favourite characters in a range of sizes, from 2in to 24in. Emily the Bat are brought to life in the Squishmallows on Roblox virtual world.

Squad Goals

Tapping into Squishmallows’ passionate online fan community – the Squishmallows Squad – is at the heart of Jazwares’ global marketing strategy for the brand, with authentic TikTok influencer campaigns as well as fan-first live activations bringing fun and excitement to ’Mallow devotees.

Powered by a highly engaged and loyal Gen Z fan base, Squishmallows has generated over 13.7bn social impressions and inspired 127 Facebook groups – giving Jazwares the inside track when it comes to keeping abreast of fan behaviour and the hottest trends. With TikTok and Instagram being Squish fans’ chief channels for sharing brand love, Jazwares has made social media a key pillar in its Squishmallows marketing strategy. Paid influencer campaigns in Europe in 2023, designed to reach existing fans as well as encourage new fans to join the Squish Squad and start their collections, resulted in over 75m views in 12 months, while a viral Squishmallows influencer post became the most organically viewed UK video on TikTok within a five-month period. Paid content saw almost equal engagement between male and female audiences and varying age categories between 18 and 55 – proving that Squishmallows is a brand with genuine multigenerational appeal. Growth will be supported in the UK by ramping up the Squishmallows Global Ambassador Program, which puts

MARITZA (CACTUS)

13.7bn+ impressions on social channels

authenticity front and centre. The programme sees carefully chosen best-in-class influencers – each highly regarded within the Squishmallows community – sent new styles as a ‘first look’, and encouraged to post fun, genuine and inclusive content in their native channel style. User-generated content aside, Squishmallows’ owned global social channels – boasting over 1.7m followers – are the go-to destination for all official Squishmallows news, exclusive reveals and rewards. Offering unique content and amplifying positive stories and posts by fans, the channels have generated more than 120m social impressions, representing YOY growth of over 52%. Localised sites – including those in the UK and Germany –provide more territory-specific content and help fans feel closer to the brand. Other initiatives further fuelling the fandom are seasonal campaigns such as the annual festive celebrations ’Mallow Mash and Season of Squish, and Squishmallows’ brand spots, supported across digital, VOD, TV and cinemas.

ABOVE: Squish

New drops and licensed collections are supported robustly by retailers with bespoke social media campaigns and outof-aisle promotions, while IRL activations such as the annual Squish Tour keep fan engagement high. In the US, the Squish Squad has tailgated with fans at two of the biggest college football games of the season, while the fan-first fun continued with back-to-back viral activations at VidCon Anaheim, which featured a one-of-a-kind Squishmallows Human Claw Machine in 2022, and a giant Squishmallows Pit, nicknamed the “Squish Pit,” in 2023. Both live activations were added to the Squishmallows on Roblox video game, bringing these in-person and viral moments to the metaverse.

1.7m+ followers on owned social channels

TOP: The annual Squish Tour allows fans to get up close with their favourite brand.

Tour activities are extended to the metaverse via the Squishmallows on Roblox game.

LEFT: Viral activations at VidCon 2023 included a giant Squishmallows Pit.

Celebrating the fandom

Jazwares has put Squish fans front and centre this year, naming 2024 The Year of the Squad. As part of its annual Squishmallows Day celebrations on 7 March, it offered more fan-first surprises, giveaways, launches, reveals and announcements than ever before. It also introduced The Squishy Awards, with 10 categories honouring fans based on their social engagement. Winners were recognised live online and received a golden trophy of Cam the Cat.

CICI (RED PANDA)

Squishmallows Day even extended to the metaverse, via the Squishmallows on Roblox game. For 24 hours, players were able to enjoy in-game billboards, a party-themed map takeover and exclusive Squishmallows, including new avatar fashions.

Squishmallows on tour

Following the huge success of the first-ever Squish Tour, which took place in the US in 2022, the event expanded to become an international tour in 2023. The official European Squish Tour kicks off in the UK in May 2024, with stops planned in France and Germany and more dates and locations to be announced. Wherever the Custom Squish Truck makes a stop, fans will be able to enjoy multiple photo ops, interactive games, competitions, prizes and product giveaways. The Tour will be supported by extensive social coverage, including brand ambassador content.

Save the dates!

Squishmallows enjoys a number of key franchise pillars throughout the year.

(BUMBLESUNNY BEE)

Squishmallows Day – 7 March

This annual socially driven, fan-first event celebrates the #SquishmallowsSquad across the globe with exclusive merch, product reveals, brand news and all-day giveaways.

’Mallow

Mash – October

A month-long global spooky celebration involving in-person events, a social media campaign, brand ambassador amplification, press and exclusive product.

Season of Squish –

Black Friday until Christmas

Sprinkling in moments of surprise and delight, Season of Squish celebrates the gift of Squishmallows with a social media campaign, exclusive product and in-store events.

Driving the Hunt

KEVIN (KOALA)

2024 is set to be a bumper year for Squishmallows at retail, with Jazwares’ exciting updates to the Squishmallows UK product and channel strategy set to boost toy sales to even greater heights across the UK and Europe.

With Squishmallows fans amassing collections in different ways – collecting by character, by colour or by size –Squishmallows lines are strategically formulated to offer imaginative twists and cute, fun updates on core styles, ensuring there’s always something new to please every fan. This spring, and ramping up in A/W 2024, new designs are being distributed selectively across different grocers, toy stores and high street retailers, fuelling the hunt as fans rush to share tips online via hashtags such as #squishmallowshunting on where to track down hard-to-find characters, with exclusive drops offering yet another layer to the hunt.

2024 will see 500 new core Squishmallows styles hit retail, putting

into the hands of more fans, as well as incremental seasonal and line extensions. Upcoming launches that have already set social media abuzz include a Squishmallows x Stranger Things squad, an exciting new collaboration set to roll out this autumn. The new Squishmallows’ retail strategy will be powered by in-store branded statements and out-of-aisle activations at key UK and European retailers. Meanwhile, excitement is building among Squish fans across EMEA for the European leg of the Squishmallows Tour.

Squishmallows was selected as a Toy Retailers Association DreamToy in 2022 and 2023.

LEFT: An instore display at ToyChamp, the Netherlands.

LEFT: A muchanticipated Squishmallows x Stranger Things squad will launch this autumn.

LEFT: Squishmallows are front and centre at Selfridges in London.

A Global Lifestyle Franchise

CAEDIA (COW)

With over 80 best-in-class global partners already on board, Squishmallows’ industryleading, 360-degree licensing programme allows fans to dive even deeper into the captivating world of the brand. 30+ EMEA licensing partners

ABOVE: Character World’s branded Squishmallows offering includes duvet sets, cushions and wearable hooded fleece.

FOver 80 global licensing partners

ollowing recent headline-grabbing collaborations with high profile brands including McDonald’s and PUMA, Jazwares is set up for further licensing success in 2024 with a new international consumer products team. Formerly at Hasbro, Nikki Gie is now on board as Senior Director, leading outbound licensing and consumer products

growth across Europe. Olivia Wiggett is Category Manager, while Harriet Smith leads product development.

“This is an exciting time to be working on the Squishmallows licensing programme,” says Sam Ferguson, Jazwares’ SVP Global Licensing. “Squishmallows is a cultural phenomenon. The online community is vast and passionate about the brand, and fans are hungry for more touchpoints beyond the toy aisle.”

Since the licensing programme launched in 2021, over 80 global licensees have

come on board to team with the worldwide smash hit property.

“Our softlines business is key and expanding rapidly, filling a gap in the older girls’ category.”

Sam Ferguson

“We’re hugely excited to grow the Squishmallows licensing programme in Europe. We’re working with over 30 regional licensing partners across a range of categories, including apparel and footwear, health and beauty, stationery and gifting, homewares, greetings, and board and card games; these include several deals made at last year’s BLE,” says Sam.

“We have teamed with a handful of new partners across several categories in the past six months, including Blueprint for stationery, which has gone on to be a key licence for them, Lazerbuilt for tech accessories and Curious Universe for art and craft publishing titles. These categories are truly ‘age agnostic’ and their success is in part down to the multigenerational appeal of the brand.

“Our softlines business is key and is expanding rapidly with increased support at retail across both daywear and nightwear, and

is filling a gap in the older girls’ category.”

Tapping into the collectability of the Squishmallows brand, Panini’s Squad Vibes! Sticker Collection recently launched in the UK, Germany and France and has sold out at record speed. In the UK, over 1.4m units have been shipped to retail

PUMA x Squishmallows

This spring, Squishmallows teamed with iconic sportswear brand PUMA for a Squish-branded apparel and footwear collaboration. Inspired by Squishmallows’ signature softness and colourful styles, the PUMA x Squishmallows collection includes three footwear styles for kids and adults featuring fan favourites Cam, Lola and Winston, plus kids’ hoodies and matching t-shirts and shorts sets.

“This collaboration allows us to step into the world of cool, trend-forward street fashion to reach an even larger fan base of fans and fashionistas alike,” says Sam Ferguson, Jazwares’ Senior Vice President of Global Licensing.

FAR LEFT: Squishmallows Bluetooth headphones have been a hit for tech accessories specialist Lazerbuilt.

LEFT: Blueprint’s Squishmallows stationery collections hero Cam the Cat and other favourites.

LEFT: Softness meets street style in PUMA’s Squish-inspired collection.

Happy meal deal

Jazwares brought Squishmallows to McDonald’s Happy Meals across multiple territories in S/S 2023, with the Meals featuring iconic Squishmallows plush characters and Squish-inspired exclusive music playlists from Universal Music Group, accessed via QR code; the promotion was followed in the UK by the launch of Halloween and autumn themed Happy Meals with a total of 12 characters to collect. Fans scrambled to collect the limited edition squad and the collaboration quickly went viral, outperforming previous UK branded Happy Meals posts on social media.

DANNY (DINOSAUR)

to date, with fans reportedly desperate to collect all 188 stickers to complete the book. The brand is also squishing it in the fashion space. A Squishmallows range with Gen Z fashion favourite Dolls Kill saw key items selling out within 24 hours, while a sell-out partnership with H&M was a “highlight” of Q4 2023, according to Sam. The 42-piece apparel and accessories collection consisted of fun characterled daywear and accessories that leaned into the brand’s DNA with soft, tactile fabrics. Product launched globally online and in H&M stores in December, targeting the 6–14 age range. H&M supported the launch with a branded takeover of its kids’ landing page and robust social media support. Fans flocked to buy, and the launch post

The Squishmallows x H&M launch post on Instagram was the most liked ever for H&M Kids.

on Instagram was the most liked ever for H&M Kids. The collaboration was even expanded in the metaverse, with a celebratory Squishmallows activation within H&M’s Loooptopia on Roblox.

Building on the success of the collection, the second drop launched at Easter with some of the bestselling SKUs reimagined for the S/S season.

“We love working with the team at H&M,” says Sam. “They’ve done an incredible job in translating the brand into the apparel space and delivering on items the fans love. We can’t wait to see what’s next!

“The monumental growth of our Squishmallows consumer products programme is a testament to the strength and popularity of the brand and the many ways it is celebrated and enjoyed worldwide. Squishmallows is continuing its evolution as a highly acclaimed, multigenerational global lifestyle brand accessible to all, anytime, anywhere. And Jazwares’ 2024 retail strategy will fuel Squishmallows’ collectability and build brand love even further, so it’s a great time for licensees to come on board.”

25%

ABOVE: A Halloween 2023 Sqjuishmallows x McDonald’s Happy Meal came with suitably spooky plush.

LEFT: A 42-piece H&M x Squishmallows kids’ collection launched in December 2023, with S/S 2024 seeing updates on key styles.

A Stateside Sensation

DANNY (DINOSAUR)

US-born brand Squishmallows enjoys unprecedented popularity in its home market, with robust retail partnerships and a rapidly growing cross-category licensing programme leading the way for other territories.

Now powering into its third year, Squishmallows’ US licensing programme boasts over 30 local partners (as well as over 80 partners globally, expected to rise to 100 by the end of 2024).

The programme has enjoyed success across the board, overindexing with products such as bedding, throws and slippers that incorporate Squishmallows’ unique brand DNA, with stand-out partnerships including Franco for home and bedding, BBC International for footwear, Taste Beauty for health and beauty products, Bioworld for apparel and accessories, and Fashion Angels for stationery and arts and crafts.

broad appeal of the brand, and highprofile, trend-led fashion collabs with H&M, PUMA, Crocs, Dolls Kill and others continuing to push fashion boundaries.

Seasonal – which includes Squishmallows’ own celebrations ’Mallow Mash (October) and Season of Squish (December) – continues to grow as a category for the brand, with 2023 seeing an uptick in fan engagement and increasing take-up by licensees of Squishmallows’ seasonal style guides, for product ranging from confectionery and sleepwear to lip balm.

In the apparel category, Squishmallows has reached evergreen status at key US retailers, with continued demand across girls and juniors testament to the

Squishing it at retail

Squishmallows enjoyed success across all US approved channels in 2023, from drugstore and grocery to specialty, mid-tier, mass market and club, with cross-category retail programmes taking place at Walmart, Target, Kohl’s, Kroger and Walgreens. Horizon’s scented Squishmallows Slime (right) catapulted to #1 on Amazon in the Toy & Game category (Feb 2024), while jewellery-making kits from Fashion Angels made #1 and #3 on Amazon’s Hot New Releases list (Nov 2023).

ABOVE: 2023 saw the launch of a Squishmallows version of board game CLUE from USAopoly, a follow-up to its Squishmallows Monopoly.

LEFT: Wearable hooded throw blankets from Franco come in fan-favourite designs.

The remainder of 2024 will see new launches and expanded offerings across fashion, food and beverage, consumer electronics, home and décor, paper and party, and health and beauty –with a global fragrance launch slated for 2025. New products hitting retail include bath and body products and drinkware from Core Home, candles and air fresheners from Studio Oh!, an expanded apparel range from Hybrid Apparel, and phone cases and grips from PopSockets. Horizon’s scented

LEFT: Fashion Angels’ products are top performers for Squishmallows in the arts and crafts category.

catapulted to the #1 spot in Toy & Game on Amazon, Feb 2024.

Partner Power

From the latest plush drops to innovative consumer products, Squishmallows is a consistent top performer for its retail partners and licensees. We asked some of them to share their thoughts on the brand’s winning formula.

Annmarie Garrett, Buying Controller, Smyths Toys

“Smyths Toys has stocked Squishmallows since 2020, and in that time the brand has brought excitement and innovation to the soft toy aisle in our stores.

Within the vibrant world of the brand, Smyth Toys’ exclusive Squishmallows have been our stand-out stars. From bestsellers to eagerly anticipated new drops, each release fills us with excitement for the endless possibilities as well as the joy and comfort they bring.”

Natalie Leather, Buying Manager – Fashion, Collectables, Creative & Preschool Toys, ASDA

“At ASDA we always look for ways to provide fun for our customers, and as Squishmallows brings lots of this with its new characters, themes and trends, it is definitely a firm favourite with our shoppers.”

Sarah Atta, Toy Buyer, B&M

“We have taken a number of Squishmallows lines from Curious Universe, some of which have been created exclusively for us. The products are fantastic, as are the rates of sales!”

BEULA (OCTOPUS)

Chloe Worthington, Senior Buyer –Stationery, B&M

“In 2024 to date, we’ve already sold 43,000 units of Squishmallows licensed product. Appealing to both younger and older consumers, Squishmallows continues to be a strong licence for us and we intend to grow this in the next 12 months.”

David Catton, Buying Manager – Toys, Morrisons

MARITZA (CACTUS)

Sophie Fletcher, Buying Manager – Kids’ Stationery, Tesco

“Since Squishmallows stationery launched in stores this year, sales have been great and overperforming against plan, selling over 140.7k units to date!”

“Last year we were delighted that we had a window of exclusivity on a keyring; the social media chatter was off the scale, and customers were coming into our stores looking for particular Squishmallows characters – in particular the banana one.

Squishmallows offers so much diversity and choice and they look amazing. It was one of our top brands last year and Jazwares is proving to be a very forward thinking, easy-to-work-with supplier.”

Kelly

Gunstone,

Licensing Manager, Winning Moves

“Winning Moves partnered with Squishmallows back in 2023 and began production of a range of licensed games, including Top Trumps, Top Trumps Match and Monopoly – with an exclusive Cam the Cat x Mr. Monopoly mash-up plush included. After only releasing in October, Squishmallows Monopoly finished the year in our top 10 products list. Even more excitingly, Top Trumps became our fastest-selling pack for 2023.

We are seeing success with the products not just in the UK but in countries like Australia, Germany and Poland, too. As a brand, Squishmallows is so universal, appealing to such a range of ages and genders and turning customers into collectors.”

Helen Harrison, Licensing and Brand Manager, Character World

“As the key Squishmallows European home partner, we have enjoyed huge success across all categories within our portfolio, including bedding, bedroom accessories, towelling and storage. Bedding is our hero product, with listings in most major UK retailers. We are also seeing additional orders for Europe as appetite grows in those markets.

The regular character launches introducing new themes from month to month mean the exponential growth of toys aligns perfectly with the aspirational growth of the home category. Fans of all ages are seeking our products, and appetite for new and exciting designs has promoted regular range refreshes and retailer exclusives.”

Lauren Madden, Sales Director, Lazerbuilt

“We have been blown away with the success of Squishmallows. Our plush headphones have been the runaway winner so far –we’ve not been able to keep any in stock. But with ‘collectable’ plush speakers to come, which can stereo-pair together for surround sound or pair with our exceptionally cute Expressions wireless earbuds, there will be tough competition to be the bestseller this year.

Already our top-grossing brand in the UK, Nordics and Benelux, Squishmallows’ rapid European growth suggests it will be the same in all territories by the end of the year.”

Nicky Connors, Head of Creative, CrackerJack (UK) Ltd

“Working with Squishmallows since 2022 has been a joy. The affection, sense of community and loyalty that underpin the Squishmallows brand make it a very special licence to develop, and every product we’ve created so far has been a huge success for our retail partners.

The playful shapes, vibrant colours and wealth of character art make Squishmallows the perfect brand to align with beauty, and we’ve played into this with our 3D bath fizzers and new 3D character lip balms, which are super-cute and collectable.

2024 will see the return of our sell-out 3D Bath Fizzers in a new line-up of Squishmallows friends, alongside gift sets of fun and fruity lip balms, deliciously scented nail polishes, and whimsical accessories (what’s not to love about a cow-shaped nail file?).”

John Styring, CEO, Curious Universe

“Our first products launched in October 2023 and received great feedback from our customers, and Curious Universe is continuing to develop and expand an exciting range of exclusive Squishmallows arts and crafts and book formats.

Squishmallows’ impressive market presence and the unwavering loyalty of its customer base aligns with our company’s customer-centric approach, making this a fantastic collaboration and a great addition to our growing portfolio. Our creative teams are huge fans of Squishmallows, with their inclusive messaging, lovable personalities, and fun, engaging designs.”

Anne Bradford, Director,

Poetic Brands

(ZEBRA)

“We are still relatively new to Squishmallows and launched our initial slipper collection in A/W 2023. The reaction to it was phenomenal, leading to repeat orders being placed quickly to top up our stocks.  It’s been great fun working with the team at Jazwares to ensure that we have the right characters on sale at the right time and are able to offer the constant newness that is so in demand from the followers and fans of Squishmallows.  Our next collection is currently in production, and we have already had a huge amount of forward interest in this, both in the UK and across Europe.”

Head of Licensing, Bioworld International

“Bioworld International has been a Squishmallows licensee in the UK for approximately two years. We have developed product across daywear, nightwear and accessories, including bags, but we believe one of the standout product lines has been the plush-styled backpacks. Having seen the hype surrounding this brand, we feel sure that the collectability of the plush has driven the success. Having so many characters and sizes to buy has resonated with both kids and adults, and has gone on to translate into a highly successful licensing programme.”

Lisa Shand, MD, Blueprint Collections

“Blueprint was proud to become a member of the Squish Squad during the second half of 2022. We hold the rights for stationery and lunchware and launched our first collection for Back to School last year. It was an immediate hit for everyone who listed it. Squishmallows is super-cute and very collectable, with a broad age appeal. Our new collection, Cottage Cute, launches for Back to School 2024 and is on track to be a hit with Squish fans of all ages.”

Squishmallows Fur-ever!

HENRY (TURTLE)

Now dogs and cats can join the Squish Squad, too, thanks to fun and aspirational play, plush and lifestyle products developed by Jazwares Pets, especially for ’Mallow fans’ four-legged friends.

Jazwares’ host of meaningful fan-first Squishmallows product extensions now extends to the pets category. Following the launch of Jazwares’ global Pets division in 2023, the company has launched a range of super-cute Squishmallows pet beds and toys across North America, the UK and EMEA, with a wider range of must-have pet lifestyle products due to launch later this year.

Squishmallows pet beds launched in the US in 2023, selling out on Amazon within two weeks. They enjoyed similar success following their EMEA debut in October of the same year.

“We launched our pet range in Q4 of 2023 in the UK’s leading pet specialist Pets At Home, and our Squishmallows beds sold out in a matter of weeks,” says Holly Oldham, Jazwares’ MD (UK and European Distributors). “As a result, we have secured range space in the majority of their stores for Squishmallows beds and our

new lifestyle range and walking gear for 2024. Every pet retailer looks to Pets At Home for inspiration, so on the back of the success, we have unlocked opportunities in new accounts and plan to double the business this year.”

New Squishmallows pet products set to launch into Pets At Home include Instagram-worthy raincoats, harnesses, collars and leads (from July 2024), exclusive pet beds and cat caves.

The Squishmallows for Pets range has also launched with pet wholesaler Pedigree in the UK, to broaden distribution further, and will have listings at mass UK retail from September 2024.

LEFT: Made from high-quality, super-soft fabric, Squishmallows pet beds come in fan-favourite character designs.

Collectable styles

Just like the bestselling plush, Squishmallows pet beds are made with high-quality materials and an ultra-soft, snuggly feel, and are built to last with non-skid bottoms and cushioned bolsters for additional comfort. Available in a variety of classic – and collectable – Squishmallows styles, including Beula the Octopus (below), Wendy the Frog and Gordon the Shark, the playful designs are the perfect way for fans to bring even more Squishy fun into their lives.

Sam Ferguson

SVP – Global Licensing sferguson@jazwares.com

Nikki Gie

Senior Director – International Licensing ngie@jazwares.com

Olivia Wiggett Manager – International Licensing owiggett@jazwares.com

Harriet Smith Product Development Lead International hsmith01@jazwares.com

Teddy Edwards Product Development International tedwards@jazwares.com

Toy sales uksales@jazwares.com

LICENSEES

Bioworld International

Apparel and accessories licensing@bioworldinternational.co.uk

Blueprint Stationery lisa.shand@bluecoll.co.uk

Character World

Bedding and home décor Dan.Appleby@Characterworld.com

Corsair Health and beauty sales@corsair.co.uk

Crackerjack

Lip and nail products sales@crackerjackuk.com

CRC Ice creams, ambient snacks, home baking Andy@crc-innovations.co.uk

Curious Universe

Art and craft publishing formats Dania Vize, daniavize@curiousuniverse.co.uk

Danilo Cards, dated and wrap sales@danilo.com

Drew Pearson Hats and accessories emily.harrison@dpieurope.co.uk

Finsbury Food Group

Celebration cakes andrew.scott@finsburyfoods.co.uk

Fizz Creations

Home décor and gifting sales@fizzcreations.com

Harper Collins Collector’s Guide Emily.Campan@harpercollins.co.uk

Hunter Price

Bags for Life, hair accessories and jewellery home@hunterprice.co.uk

John Adams Games Lynette@johnadams.co.uk

Lazerbuilt Tech accessories lauren.madden@lazerbuilt.co.uk

Lightbody Mallow Bars ross@lbvuk.com

Modern Gourmet

Seasonal confectionery and food gifting genevievep@moderngourmetfoods. com

Ordo

Oral care barty@ordolife.com

Panini

Stickers and trading cards Licia Dallolio, LDallolio@Panini.it

Poetic Brands

Footwear and slippers license@poeticbrands.com

Quarto Baking Book Jessica.Axe@quarto.com

Ravensburger

2D & 3D puzzles johanna.schneider@ravensburger.de

Roy Lowe Hosiery hannah@roylowe.co.uk

TDP/Aykroyds

Nightwear and essentials craig.moore@aykroyds.co.uk dean@tdptex.com

Winning Moves

Monopoly, Top Trumps, Match kelly.gunstone@winningmoves.co.uk

ZAK!

Lunchware and gifting chris@zakuk.com