Fragrance house

Squishmallows

Squishmallows debuted in 2017 as collectible plush characterized by named personalities, whimsical designs, and an ultrasoft feel. Its identity centers on collectible plush characters and the Squishmallows Squad, with extensions and collaborations across categories. A strategic partnership with Kellytoy began in February 2019, and after more than a year of collaboration the companies moved to integrate their partnership. On April 1, 2020, Jazwares acquired a majority stake in the Kellytoy entities associated with Squishmallows. Jazwares is currently described as a Berkshire Hathaway company and lists Squishmallows among its brands. In 2022, Squishmallows plush was named the top-selling toy in the United States and Canada in Circana’s NPD Toy Industry Performance Awards, while the brand received the Toy Foundation’s Toy of the Year and People’s Choice awards.