By: Iris Xu
The top toys in North American markets are no longer Barbie dolls, Hot Wheels, or Nerf Guns. In the past few years, one of the most popular toys is the Squishmallows. Squishmallows range from 2 to 24 inches wide, and cost between $5.99 and $39.99 depending on size. The popularity of Squishmallows has grown over the years, especially for people 18 and older.
Jazwares, the company who owns the Squishmallows brand, never invested in traditional advertising campaigns. Nevertheless, these huggable toys have soared to elite status, becoming a top-selling toy in the United States and Canada. With a dedicated fan base, Squishmallows are on their way to becoming an enduring brand.
Children find comfort in their squishy embrace, while parents appreciate their affordable price. These factors, combined with the toys’ soothing effect, contributed to their widespread success. What sets Squishmallows apart is their unusual appeal to adults, who were drawn to the toys for their emotional connection.
According to the New York Times, Nick, from Bel Air Md, has about 400 Squishmallows and has spent over $2,000 collecting them in the past few years.
“It brings joy,” says Nancy Ferrell, 31, admitting that she has “started to be kind of obsessed”. Ferrell received Squishmallows as gifts when she was recovering from surgery. Ferrell and her wife now have about 200 Squishmallows.
Squishmallows’ growth can be attributed to a “grass-roots approach” that focuses on character-driven narratives. Each Squishmallows has a name, birthdate, and detailed backstory, allowing fans to develop deep connections with the characters. Moreover, Squishmallows are diverse and inclusive, featuring characters that represent different identities and abilities. This approach, coupled with an insatiable fan appetite for new styles and sizes, has contributed to the toy’s ever-expanding popularity.
Squishmallows have inspired a dedicated and passionate community of fans. Content creators on social media platforms like YouTube, Instagram, and TikTok showcase their love for Squishmallows and go on “Squish hunts” to find new additions to their collections. Enthusiasts organize meetups, trade Squishmallows, and eagerly await new releases and licensing deals. The Squishmallows community fosters a sense of inclusivity and cooperation, where members support one another in their shared love for the toy.
Jazwares, recognizing the immense popularity of Squishmallows, has strategically partnered with major brands and secured exclusive lines with retailers. This approach helps preserve margins and generate excitement among fans. Squishmallows have expanded their reach to over 50 countries and have become a lifestyle brand. In addition to the plush toys, there are now Squishmallows-themed accessories, stationery, and more. By carefully curating their products and avoiding oversaturation, Jazwares aims to maintain the core brand’s appeal and keep fans engaged.
Squishmallows have captivated the world with their unique design, sense of emotional connection, and dedicated fan base. Squishmallows have established themselves as an enduring brand with global appeal and a thriving community of collectors and enthusiasts.