Jazwares’ powerhouse brand Squishmallows returns to the Las Vegas Licensing Expo with bold momentum and a slate of exciting new collaborations, further cementing its status as a top-tier global lifestyle franchise.
Following a landmark year in 2024 that saw the brand named the #2 Global Licensor by License Global and surpassing 485 million plush sold, Squishmallows is expanding across fashion, beauty, health, food, collectibles, and more. The brand now boasts more than 125 global licensees and is available in over 60 countries.
New and renewed collaborations for 2025 include:
- 23point5 – A lifestyle and apparel brand focused on sustainability and activewear, inspired by outdoor adventures.
- Aykroyds – A UK-based family business specializing in character-themed nightwear and underwear for children.
- BBC International – Producer, distributer, and licensor with globally recognized TV content and brands.
- Bentex – A leading children’s apparel company producing licensed clothing for major retailers across the U.S.
- Berkshire – A hosiery and legwear brand offering stylish and comfortable tights, socks, and shapewear.
- Brands In – A UK-based brand management and licensing agency that connects retailers with global brands.
- Character World – A UK-based home textiles company that creates licensed bedding and soft furnishings for kids and teens.
- The Carat Shop – UK-based designer and manufacturer of licensed fashion jewelry and accessories.
- The Oodie – Australian company specializing in oversized wearable blankets combining comfort with playful designs.
- Horizon Group – Leading U.S. craft and DIY company producing creative kits, art supplies, and activity sets for kids and adults.
- Hybrid – Fashion and licensing company producing trend-led apparel for men, women, and kids under licensed and private labels.
- Komar – Global sleepwear and intimate apparel company working with leading brands and licenses across multiple markets.
- Lip Smacker – Fun and flavorful lip balm brand famous for its novelty scents and character-themed packaging.
- McDonalds – Global fast food chain continues its successful Squishmallows Happy Meal program.
- Northcott – Fabric manufacturing company specializing in printed cotton fabrics for quilting and sewing.
- Ordo – A UK-based oral care brand offering sleek, subscription-based electric toothbrushes and accessories.
- PEZ – An iconic candy brand known for its brick-shaped fruit-flavored candies and collectible character dispensers.
- Skinnydip – A London-based fashion and lifestyle brand known for quirky, pop-culture-inspired accessories and tech gear.
- SNAP Cosmetics – Cosmetic and skincare company with innovative beauty solutions.
- Sunstar (GUM) – Global oral health company offering professional dental care products under the GUM brand.
- TonyMoly – South Korean beauty brand recognized for its playful packaging and effective K-beauty skincare products.
- Treasures Gifted – Gifts and merchandise company creating licensed and novelty items for pop culture fans.
Squishmallows continues to dominate across retail and digital platforms, maintaining top SKUs in multiple categories.
Visit Squishmallows at Booth S212 during the Licensing Expo 2025 to experience the full scope of the brand’s licensing evolution.
