Squishmallows

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Squishmallows sample.jpg

Squishmallows is a brand of stuffed toy that was launched in 2017 by Kelly Toys Holdings LLC. Squishmallows are round and come in a variety of colors, sizes, and textures. The brand has created over 800 squishmallows characters with unique names and background stories.[1] Depending on the size, prices can range between $3-$50 but rarer collections are often priced higher.

History[]

Founders[]

Kelly Toys Holdings, headquartered in Los Angeles, California, was founded in 1986 by Jonathan Kelly.[2] In an interview with Yahoo! Finance, Kelly stated that he came up with the idea for Squishmallows when he went to Japan and saw a variety of appealing toy products, including plush toys. Kelly and his team then spent several months creating a toy that emulated the “soft, cute, and kawaii” look of the Japanese plush toys.[3] After collaborating for one year, Kelly Toys Holdings was acquired by Jazwares Inc, a privately owned company, in 2018.[4] Thus, Kelly Toys Holdings expanded its position in the market for toys and obtained opportunities to get further licenses for the brand. Kelly Toys Holdings was Jazwares’ second acquisition following their acquisition of Wicked Cool Toys.[5]

Popularity[]

Squishmallows first gained success during the COVID-19 pandemic in 2020 through social media outlets like Tiktok where Squishmallow collectors would post about their plush toy collections; the TikTok hashtag #Squishmallows has gained over 550 million views. Squishmallows has acquired nearly 100,000 followers on Twitter[6] and the brand also has nearly 500,000 followers on Instagram.[7] Almost 2 years after launching Squishmallows, Kelly Toys Holdings has sold over 50 million units.[8]

Product[]

Materials[]

Squishmallows are made from soft spandex and filled with polyester fiber.[9] As mentioned by Squishmallows on their Twitter account, they are manufactured in China.[10] Squishmallows originally came in four sizes, but are now sold in 12 different sizes ranging from a clip-on 3.5 inches to a large 24 inches.[11] Squishmallows are recommended to be machine washed in cold water with similar products to maintain their shape.[12] Following this, the drying temperature should not be too hot to avoid damaging the polyester filling. Authentic Squishmallows can be identified by their three attached tags. Squishmallows have also extended their line to include HugMees, Squish-Doos, Heroes, Flip-A-Mallows, Squishville.[13]

Retailers[]

Squishmallows were originally sold directly through the KellyToys website, and later became available in retail locations through partnerships with stores such as Walgreens. Squishmallows can now be found in a myriad of stores including Costco, CVS, Five Below, GameStop, and Walmart. Squishmallows are sold in Canada, Mexico, the United Kingdom, and Australia.[14]

Pricing and collectability[]

Due to the demand for the toy, Squishmallows are often sold by resellers for an increased price. The average resell price for a Squishmallow depends on the size, condition, and rarity of the specific item. Some limited edition or high-demand Squishmallows are sold by resellers and collectors for hundreds or thousands of dollars. Jack the Black Cat, known for its closed white eyes and black whiskers, is one of the rarest Squishmallows sold to date. KellyToys introduced the limited edition stuffed animal on their website in 2020, where it sold out within two hours.[15] Third party websites like eBay host listings for Jack the Black Cat valued at nearly $2,000.[16]

Charity work[]

Kelly Toys Holdings has a charitable donation program called Kelly Toys Care where Kelly Toys Holding’s employees would volunteer to host charitable events and donate toys to anyone that needs comfort. According to Kelly Toys Care, they value “Education, Inclusion, and Mental Health and Wellness.”[17] They also want to support any charitable organizations around the world with the same mission and spread awareness regarding mental health.

Awards[]

Award Name Year Description
National Parenting Products Award (NPPA) 2017 Squishmallows has won the 2017 National Parenting Products Awards through competitive selection.[18] The NPPA award showcases the best products or services that ensure parents are connected with their purchases. The NPPA is conducted by surveying a representative sample of parents on products and how they value them.[19]
Best Toy of The Year by Learning Express 2020 Every year, Learning Express selects a toy that performs the best in their 100 stores through a variety of categories including creativity, games, crafts, etc.[20] The 2020 Best Toy of the Year recognized by Learning Express Toys, a specialty retailer company, was Squishmallows.[21]

References[]

  1. ^ Lorenz, Taylor (2021-03-16). "Squishmallows Are Taking Over". The New York Times. ISSN 0362-4331. Retrieved 2021-10-27.
  2. ^ Equity Research, Zacks. "Alleghany's Unit Closes Buyout of Squishmallows Owner Kellytoy".{{cite web}}: CS1 maint: url-status (link)
  3. ^ "Squishmallow creator on rising popularity, department store deals". www.yahoo.com. Retrieved 2021-10-27.
  4. ^ "Jazwares acquires Kellytoy". aNb Media, Inc. 2020-04-02. Retrieved 2021-10-27.
  5. ^ Equity Research, Zacks. "Alleghany's Unit Closes Buyout of Squishmallows Owner Kellytoy".{{cite web}}: CS1 maint: url-status (link)
  6. ^ Haasch, Palmer. "Squishmallows went viral in 2020 and are quickly becoming Gen Z's Beanie Babies". Insider. Retrieved 2021-10-27.
  7. ^ "Login • Instagram". www.instagram.com. Retrieved 2021-10-27. {{cite web}}: Cite uses generic title (help)
  8. ^ "TFNY: Kellytoy Celebrates 50 Million Squishmallows Sold • The Toy Book". The Toy Book. 2020-02-11. Retrieved 2021-10-27.
  9. ^ writer, Terri PetersTerri Peters is a; husb, editor for TODAY com She lives in a small beach town on the Atlantic coast of Florida with her; writing, two kids When she isn't; family, she can be found at the beach or exploring Florida's theme parks with her. "What are Squishmallows? What parents should know about the hot toys". TODAY.com. Retrieved 2021-10-27. {{cite web}}: |first2= has generic name (help)
  10. ^ Squishmallows® [@squishmallows] (2020-02-06). "@doemeg @emily_erdos Our factories aren't in Wuhan - but you can check production dates on the SIL" (Tweet). Archived from the original on 2021-11-02. Retrieved 2022-01-24 – via Twitter.
  11. ^ "Squishmallows". See Mom Click. 2021-06-11. Retrieved 2021-10-27.
  12. ^ "12" Flip-A-Mallows". LEFoCo. Retrieved 2021-10-27.
  13. ^ "Super Soft Plush Toys". Squishmallows. Retrieved 2022-02-17.
  14. ^ "Retailers – Squishmallows". Retrieved 2021-10-27.
  15. ^ Goodley, Alvin (2021-09-27). "8 of the Rarest and Most Expensive Squishmallows Ever Sold". Rarest.org. Retrieved 2021-11-01.
  16. ^ "Kellytoy Introduces the 500th Member of the Squishmallows Squad [UPDATED] • The Toy Book". The Toy Book. 2020-09-01. Retrieved 2021-11-01.
  17. ^ "Kelly Toy Cares – Squishmallows". Retrieved 2021-10-27.
  18. ^ "Squishmallows Wins a NAPPA Award! – Squishmallows". Retrieved 2021-10-29.
  19. ^ "METHODOLOGY". NPPA | National Parenting Product Awards. Retrieved 2021-10-29.
  20. ^ "Squishmallows Named 2020 Best Toy of the Year by Learning Express". Gifts & Decorative Accessories. 2020-10-07. Retrieved 2021-10-29.
  21. ^ "Squishmallows Named 2020 Best Toy of the Year by Learning Express". aNb Media, Inc. 2020-10-09. Retrieved 2021-10-29.
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