Games, Playthings and Plush

Never Enough (From page 163)

Plush sales at Julie’s Hallmark in Bermuda Dunes, Calif., are currently being driven by the Squishmallows craze. “We have a giant shipment coming in. We’ve reserved 20 feet of space in the store which, at this time of year, we don’t really have to spare – but it’s worth it,” said store Owner Julie Kathawa . Staff has been keeping a list of over 100 eager customers up to date on the cuddly creatures’ arrival and urge people to follow them on social media for the very latest news. “Kids are collecting them – elementary, middle and high schoolers, as well as college students. People give them as gifts to babies or keep them for themselves! They’re just super soft and sweet and make everyone feel happy.”

Describing herself as a very avid magazine reader, Kathawa scouts new plush items for her 4,500-squarefoot store in various publications – including Souvenirs, Gifts and Novelties. She also attends trade shows such as the one in Las Vegas and frequently scans offerings from various toy companies online. Since the Squishmallows fad took hold, her color offerings have been all over the map. Between the animal shapes, food items and more, not to mention licensing agreements with brands such as Hello Kitty, Disney, and Star Wars, Squishmallows’ colors run the gamut. “They’re even doing some exclusive offerings with Hallmark. It’s nice that Hallmark is such a good company that they choose to align with us and make special ones just for our stores,” Kathawa concluded.

Two plush lines top sales at Hirons, a venerable, family-owned pharmacy and gift shop with two locations in Eugene, Ore. Jellycat soft toys rank as num-