Jazwares bring Squishmallows to BLE

Jazwares, a global leader in toys and licensing celebrating 25 years of innovative play, is heading to BLE, Stand B200, with its hugely successful plush brand Squishmallows® . The team will be snuggling up to new UK licensing partners, to create meaningful product extensions for UK fans and collectors, as Squishmallows continues its evolution into a powerhouse lifestyle brand.

UK Squishmallows sales have doubled in 2022, achieving mind-blowing rates

of sale of over 100 at toy specialists whilst ranking as the 2nd fastest growing property on UK NPD. The brand is set to double sales again moving into 2023 with over 250+ new Squishmallows entering the UK market. Incredible results in the toy aisle are further fueled by out-of-aisle activations across all major retailers supported by a robust marketing campaign where the UK’s biggest TikTok stars showcase their Squishmallows squads.

Since Squishmallows’ debut in 2017, the brand has become known for its ultra-soft feel and adorable designs, delighting fans of all ages with the Squishmallows’ unique and lovable personalities. This year Squishmallows took the US toy industry’s top honour, the Toy Association’s coveted overall Toy of the Year award, while also hitting the monumental milestone of 125+ million plush sold globally.

On social media Squishmallows content has officially squished through the roof, generating over 7 billion video views on TikTok and @squishmallows (and related hashtags) tagged in more than one million Instagram posts. Additionally, the Squishmallows social media channels have ballooned to more than 827,000 followers and nearly 100 global and local Facebook groups have been created by fans. In the metaverse, recently launched Squishmallows on Roblox continues to surprise and delight fans of all ages ascending to the #1 toy game by concurrent players with a massive 5.3m registered unique users.

Recognising the brand’s vast global audience and multi-generational appeal, Jazwares created its premiere Squishmallows global licensing programme last year in the US and following its success the UK will debut an extensive UK programme with some very exciting Q3/ Q4 product launches for 2022, supported by some of the biggest names in consumer and lifestyle products. Partners include Bioworld, with a fantastic range of branded apparel and accessories, Character World with a cosy range of bedding, HarperCollins Publishers offering the Squishmallows Collectors Guide, Aykroyds and TDP Textiles with nightwear, loungewear, swimwear and underwear collectively and Crackerjack UK Ltd launching Squishmallows lip and nail products.

Attendees of BLE are encouraged to experience the Squishmallows lifestyle at stand B200.