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:

• Andrews McMeel, independent, global publishing company, will extend the Squishmallows sensation across books and calendars.
• Ashtel Studios Inc will create Squishmallows branded oral care products, tissues and First Aid supplies.
• Blueprint is set to unveil an exciting line of stationery and back-to-school essentials tailored specifically for Squishmallows fans.
• Buffalo Games will offer must-have Squishmallows puzzles for all ages and skill levels.
• Centric Brands will offer a full suite of youth Squishmallows branded pyjamas and robes.
• Corsair is set to unveil an exciting collection of Squishmallows-inspired skincare, bodycare, perfume, and beauty accessories.
• Curious Universe is set to captivate Squishmallows fans by satisfying their curiosity through an exciting and innovative array of arts and crafts products.
• Difuzed is gearing up to introduce an exquisite line of fashion-forward Squishmallows apparel, bags and accessories.
• Erve is teaming up with Squishmallows to bring a delightful collection of daywear, nightwear, sock and underwear.
• Finsbury Foods is set to sweeten the Squishmallows experience with a delightful celebration cake.
• Lazerbuilt is all set to amplify the Squishmallows experience with the launch of headphones and tech accessories.
• Happy Helpers adds gentle therapeutic heat to lovable, huggable characters, here to promote wellness and help you feel your best.
• H.E.R. Accessories is set to develop lines of Squishmallows hair accessories  and jewelry.
• Komar will produce Squishmallows sleepwear /robes along with a new venture into tablet cases.
• Modern Gourmet Foods will launch a range of delicious Squishmallows-branded seasonal products.
• Sto is set to launch Squishmallows-inspired lunchware and hydration collection.
• Top Trenz will debut a line of Squishmallows magnetic sliders, pop fidgets, water wigglers and more.
• What Do You Meme has developed a Squishmallows-themed card game, including an exclusive Benny plush.
• Winning Moves will launch a new range of Squishmallows products to market including Top Trumps, Top Trumps Match and the official Monopoly game with an exclusive plush.

“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.”