Squishmallow is a brand of stuffed toy that was launched in 2017 by Kelly Toys Holdings LLC. Squishmallows are round and come in a variety of colors, sizes, animals, and textures. The brand has created over 1,000 Squishmallows characters with unique names and background stories.
History[]
Founder[]
Kelly Toys Holdings, headquartered in Los Angeles, California, was founded in 1986 by Jonathan Kelly. In an interview with Yahoo! Finance, Kelly stated that he came up with the idea for Squishmallows when he went to Japan and saw a variety of appealing toy products, including plush toys. Kelly and his team then spent several months creating a toy that emulated the “soft, cute, and kawaii” look of the Japanese plush toys. After collaborating for one year, Kelly Toys Holdings was acquired by Jazwares, a privately owned company, in 2018. Thus, Kelly Toys Holdings expanded its position in the market for toys and obtained opportunities to get further licenses for the brand. Kelly Toys Holdings was Jazwares' second acquisition following their acquisition of Wicked Cool Toys.
Popularity[]
Squishmallows first gained success during the COVID-19 pandemic in 2020 through social media outlets, like TikTok, where Squishmallow collectors would post about their plush toy collections. The TikTok hashtag #Squishmallows has gained over 550 million views. Squishmallows has acquired nearly 120,000 followers on Twitter as of 2023 and nearly 800,000 followers on Instagram. Almost 2 years after launching Squishmallows, Kelly Toys Holdings has sold over 50 million units.
The company has also linked with Monopoly and created a Monopoly board involving purchasing Squishmallows instead of properties. The game also includes a special version of Cam the Cat which can only be found in this game.
Product[]
Materials[]
Squishmallows are made from soft spandex and filled with polyester fiber. As mentioned by Squishmallows on their Twitter account, they are manufactured in China. Squishmallows originally came in four sizes, but are now sold in 12 different sizes ranging from a clip-on 3.5 inches to a large 24 inches. Authentic Squishmallows can be identified by their three attached tags. Squishmallows have also extended their line to include HugMees, Squish-Doos, Heroes, Flip-A-Mallows, Squishville, Mystery Squad, Micromallows, and Stackables.
Retailers[]
Squishmallows were originally sold directly through the KellyToys website and later became available in retail locations through partnerships with stores such as Walgreens. Squishmallows can now be found in many stores including Costco, Walgreens, CVS, Kroger, Hot Topic, London Drugs, Five Below, GameStop, Walmart, Hamrick's, and more. The higher-priced and more high-end Squishmallows are sold at Hallmark while the more cost-efficient Squishmallows are typically found at Costco, Target, and Walmart. Squishmallows are sold in Canada, Mexico, the United States, the United Kingdom, and Australia.
Pricing and collectability[]
Due to the demand for the toy, Squishmallows are often sold by resellers for an increased price. The average resell price for a Squishmallow depends on the size, condition, and rarity of the specific item. Some limited edition or high-demand Squishmallows are sold by resellers and collectors for hundreds or thousands of dollars. Jack the Black Cat, known for its closed white eyes and white whiskers, is one of the rarest Squishmallows sold to date. KellyToys introduced the limited edition stuffed animal on their website in 2020, where it sold out within two hours. Third-party websites like eBay host listings for Jack the Black Cat valued at nearly $2,000. Among the many Squishmallows that are sold, some of the most popular include Connor the Cow, Malcolm the Mushroom, Archie the Axolotl, Benny/Brina the Bigfoots, and Philippe the Frog. There are reports that resellers are harassed and doxxed by the community. Controversy surrounds the concept of resellers and Squishmallow traders within the community.
Event-exclusive Squishmallows[]
Event-exclusive Squishmallows are Squishmallows that are only awarded as prizes in the events such as Select Series: Lamont Sweepstakes or Trading Card Sweepstakes. Event-exclusive Squishmallows are generally considered rare and the odds of winning can be as low as approximately 1 in 10,000 such as the prize for Squishmallows Trading Card Sweepstakes: JSK Business Cat.
Charity work[]
Kelly Toys Holdings has a charitable donation program called Kelly Toys Care where Kelly Toys Holding's employees would volunteer to host charitable events and donate toys to anyone that needs comfort. According to Kelly Toys Care, they value “Education, Inclusion, and Mental Health and Wellness.” They also want to support any charitable organizations around the world with the same mission and spread awareness regarding mental health.
Awards[]
| Award Name | Year | Description |
|---|---|---|
| National Parenting Product Awards (NAPPA) | 2017 | Squishmallows has won the 2017 National Parenting Product Awards through competitive selection. The NAPPA showcases the best products that help parents connect with their families. To qualify, products are tested by a panel of both expert judges and family testers. |
| National Parenting Product Awards (NAPPA) | 2018 | Squishmallows’ Baby line has won a 2018 National Parenting Product Award and the Baby line was highly regarded by NAPPA Director Elena Epstein. |
| Best Toy of The Year by Learning Express | 2020 | Every year, Learning Express selects a toy that performs the best in their 100 stores through a variety of categories including creativity, games, crafts, etc. The 2020 Best Toy of the Year recognized by Learning Express Toys, a specialty retailer company, was Squishmallows. |
| Toy of the Year Award & People's Choice Award by The Toy Foundation | 2022 | Squishmallows won the February 2022 Toy of the Year Award and the People's Choice Award during the Toy of the Year Awards ceremony. Toy of the Year (TOTY) Awards, known as the "Oscars" of the toy industry, the TOTY Awards are presented annually to the top toys, games, and properties of the year. The TOTY Award winner was determined by an expert panel based on TOTY votes, holiday sales, and media buzz out of all the finalists. The People's Choice award winners were selected by online consumer votes. |