Poetic Brands has launched a new footwear division and its first signing is with Squishmallows to create slippers and kids’ footwear.

Poetic Brands, a leading and innovative apparel licensee, has announced the launch of its newly developed footwear division. The first signing for this new division is the Original Squishmallows brand – the lovable, ultra-soft, collectible plush phenomenon from Jazwares. Initially using the brand to produce children’s footwear and slippers, the company says this partnership is the perfect way for it to showcase its new line.

Commercial director of Poetic Brands, Anne Bradford, has spent six months developing the new product line and commented: “This has been a really exciting brand to work on, and we’re so proud of the resulting product line. We can’t wait to bring the ultra-squeezable, snuggly Squishmallows brand into our footwear division.”

Last year, Jazwares began to discuss opportunities to expand its  licensing partnerships for Squishmallows, presenting the brand at both Licensing Expo in Vegas and BLE in London. Sam Ferguson, SVP Global Licensing, Jazwares, said: “We are focusing on authentic category collaborations that embrace the brand’s DNA, giving fans a chance to embrace Squishmallows across an array of categories.”

The monumental growth of Squishmallows has fuelled a raft of cross-category collaborations across beauty, games, apparel, home decor and more, adding to the brand’s robust portfolio of best-in-class licensing partners.