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Dec 03, 2023

Jazwares expands Squishmallows consumer products programme

Jazwares will debut new partners and cross-category opportunities for

Jazwares will debut new partners and cross-category opportunities for Squishmallows at Licensing Expo next week.

Jazwares says it will be "squishing in all the fun" at this year's Licensing Expo Las Vegas with its Squishmallows property. As the No.1 plush property in the US and second best-selling toy brand overall, Squishmallows has propelled world-class licensee collaborations across fashion, gaming and lifestyle categories, adding to its portfolio of more than 65+ best-in-class licensing partners.

According to the most recent Circana data (April 2023), Squishmallows accounts for five of the top 10 best-selling toys including the No.1 spot. Jazwares created its premiere Squishmallows global licensing program in 2021, supported by some of the biggest names in consumer and lifestyle products including Bioworld, BigMouth, BBC International, Franco Mfg., Fashion Angels Enterprises, Primary Colors, HarperCollins Publishers, Character World, Aykroyds and TDP, amongst others.

"Squishmallows continues to reach well beyond the toy aisle granting us the opportunity to curate a full 360-degree licensing portfolio which allows our millions of fans to dive even deeper into the captivating world of Squishmallows," said Judd Karofsky, executive vice president, Jazwares. "At Licensing Expo, we’re eager to debut exciting and unique new products across a variety of categories that we know fans everywhere are going to love."

Licensing Expo attendees can experience all the fun of Squishmallows lifestyle at Booth S212. With more collaborations announcements slated for later in the year, new licensee highlights include:

"The monumental growth of our Squishmallows Consumer Products programme is a testament to the strength and popularity of the brand and the many ways it is celebrated and enjoyed worldwide," said Sam Ferguson, senior vice president of Global Licensing, Jazwares. "As we further engage new category-expanding collaborations, Squishmallows continues its evolution as a highly acclaimed, multi-generational global lifestyle brand accessible to all anytime, anywhere."