New Licensing Partners for Jazwares

NEW PARTNERS FOR JAZWARES

Jazwares, a global leader in toys and licensing are 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 fuelled 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. In 2022 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 1.2m 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 8.5m registered unique users. Recognising the brand’s vast global audience and multi-generational appeal, Jazwares has introduced a premiere Squishmallows global licensing programme. Following tremendous success in the US, an extensive global programme is now in place, supported by some of the biggest names in consumer and lifestyle products. Offering very exciting launches for 2023, UK 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. Continuing to grow the Squishmallows licensing programme, Jazwares is delighted to announce a host of high-profile partners in UK and Ireland. New Squishmallows fashion and apparel collaborations will include socks by Roy Lowes, hats by Drew Pearson and footwear by Poetic Brands. Squishmallows calendars and greeting cards will be available from Danilo, while Ravensburger will offer a Squishmallows puzzles range. More exciting partnership announcements are coming soon as the Squishmallows license programme expands into new categories including health and beauty, stationery, food and drink, gifting and trading cards.