About Squishmallows
Squishmallows is a massively popular brand of squishy plush toys launched in 2017 by Kelly Toys Holdings, now owned by Jazwares, a Berkshire Hathaway company. Created by founder Jonathan Kelly after being inspired by Japanese kawaii toys, these super-soft collectible characters have become one of the biggest toy phenomena of the 2020s. The first Squishmallow was Cameron the Cat, debuting exclusively at Walgreens stores in 2017 as part of an original eight-character collection. Each Squishmallow features a unique name and personality, from animals to fantasy creatures, foods to seasonal characters. Kelly and his team spent months perfecting the soft, cute design to capture that irresistible kawaii aesthetic. Squishmallows exploded in popularity during the COVID-19 pandemic when collectors began sharing their finds on TikTok. The #Squishmallows hashtag has garnered over 550 million views, creating a passionate community of hunters seeking rare and exclusive characters. In April 2020, Jazwares acquired Kelly Toys, and by 2022, Jazwares was purchased by Berkshire Hathaway. The numbers tell the success story: as of August 2024, over 400 million Squishmallows in more than 3,000 different styles have been sold worldwide. The brand now drives 40% of Jazwares' entire revenue, proving these cuddly collectibles are far more than a passing trend. Available in sizes from tiny clip-ons to giant 24-inch hugmees, Squishmallows continue to capture hearts across all age groups.













