PLAYTHINGS AND PLUSH Never Enough Plush

Today’s Stuffed Toy Trends

Plush toys never seem to fall out of favor. Whether they’re a much-coveted addition to a collection or simply an impulse buy, an accent to a gift or the gift itself, plush always finds an audience. For this article, four stores around the country discussed some of their bestsellers and where they source their cuddly merchandise.

Anything and everything Squishmallow is selling at J’s Hallmark in Oklahoma City, Okla. People of all ages are buying these ultra-squishy huggable plush toys which feature over 1,000 characters ranging from animals to pineapples, astronauts to avocados and everything in between. “The mushroom and s’more Squishmallows are a big hit, and we have customers calling frequently to see if they’ve come in,” said Rachel New Moon , a buyer for J’s Hallmark, a family owned and operated collection of 27 stores located in Oklahoma, Texas, and Arkansas. She expects a Halloween-themed shipment of this popular plush line to sell out very quickly.

New Moon finds plush for the approximately 5,000-squarefoot Oklahoma City J’s Hallmark and other stores in the group by attending markets in Atlanta, Dallas, and Las Vegas. “But we also read trade magazines, listen to other retailers and pay attention to current trends.” J’s Hallmark is a member of the Southwest Buying Group, an organization where retailers from all over the country can share and compare ideas. Social media is a good source for what is hot. “We recently had success with a brightly colored reversible plush octopus that was a TikTok craze. It featured a happy face on one side and a sad face on the other to help the owner wordlessly convey their feelings.”

The whims of plush buyers can be hard to predict. A certain texture, color, facial expression or even eyes can unexpectedly drive sales. “While sales for last year are skewed thanks to COVID-19, comparing year to year Ty is still a top 15 vendor for us,” New Moon said. She noted that Ty carries realistic animals but also has creatures featuring wild colors and textures. “The cute factor seems to hold the biggest appeal from my perspective. When looking at Squishmallows for example, they are complete fantasy in color or form, but they’re all super cute.”

Although plush doesn’t dominate sales at Feeney’s Hallmark in Olathe, Kan., a couple of brands hold their own. Mary Meyer Stuffed Toys is one of them. “It has been a solid line for us for many years. It’s quality plush at a good price point and there’s a wide assortment of different animals,” said store Owner Sandy Feeney . Customers also gravitate towards Warmies Stuffed Animals. Since these cute and cuddly creatures are completely microwaveable, the warmth they bestow can be especially soothing.

Feeney’s Hallmark tends to favor realistic plush, both color and style wise. However, the large store does have Beanie Boos in stock which can lean towards vivid colors and fanciful designs. “I do have some of those Ty products, but they’ve kind of slowed down. I haven’t ordered any for quite a while and probably won’t,” Feeney said. When she feels inclined to expand her plush offerings, this veteran retailer considers merchandise she sees at shows or relies on vendors who share insight about new lines.

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