Jazwares continues to accelerate the global expansion of the Squishmallows brand through a dynamic portfolio of cross-category collaborations spanning beauty, gaming, apparel, home décor, and more.
Building on an already impressive roster of best-in-class partners, Squishmallows is rapidly evolving into a true global lifestyle brand with broad consumer appeal.
Launched in 2017, Squishmallows has grown into a global lifestyle franchise and the #1 plush worldwide, with 600 million+ lifetime plush units sold worldwide in 60+ countries. Known for their ultra-soft texture, unique personalities, and irresistible collectability, Squishmallows have captured the hearts of fans of all ages, generating over 15 billion organic social impressions across TikTok, Instagram, and Snapchat. This strong brand equity and popularity have resulted in licensed collaborations with hit entertainment brands and multiple line extensions.
The brand has earned 10 Toy of the Year (TOTY) Awards, introduced new collaborations with hit entertainment giants including Disney, Warner Bros., and Netflix, and expanded far beyond plush through partnerships with Kellogg’s, TonyMoly, Panini, Puma, McDonald’s, H&M, and more. Since launching its licensing program in 2022, Squishmallows has quickly scaled into fashion, accessories, home, health & beauty, stationery, and consumables with 120+ global partners, establishing a powerful retail presence in collaboration with leading brands around the world. With unstoppable growth, global recognition, and an ever-expanding Squad, Squishmallows continues to spark joy and drive collectability, one Squish at a time.
In Europe, Jazwares is set to further strengthen its licensing footprint in 2026, partnering with leading regional licensees to deliver meaningful, fan-first product extensions for UK fans and collectors. New collaborations will include Skinnydip (phone cases and T-shirts), The Carat Shop (jewellery), Egmont (monthly magazine for pre-teens), Rebel Rebel (Troublemaker cosmetics), Dr Paw Paw (lip balms), and Penguin Random House (cosy colouring).
Alongside these additions, Jazwares will build on a strong foundation of renewed partnerships with Danilo, Bioworld, Lazerbuilt, Ravensburger, Curious Universe, Hox, Blueprint, and Hunter Price. The business will continue to drive growth across apparel and softlines, with a particular focus on the older girls’ category, while also expanding into new European markets, including France, Spain, Turkey, and Greece. Looking ahead, 2027 is set to be a milestone year for Squishmallows, with exciting 10-year anniversary plans to be unveiled in Q4 2026.
The Jazwares licensing team is located at booth #S214.
