Jazwares has signed a co-branding deal with See’s Candies for Squishmallows plush, as well as a customised chocolate box and tote launching autumn 2024.

Jazwares and See’s Candies have announced a deal to release a gift set that includes co-branded plush, chocolate boxes and totes inspired by the popular ultra-soft plush, Squishmallows.

Available in See’s shops and online this October, fans of both brands will be able to purchase an eight-inch cuddly version of the Squishmallows character Emily the Bat, along with a co-branded custom box of chocolates and candy sold in a one-of-a-kind tote bag. Set for release in October, this gift set is ready for trick-or-treaters and fans of Halloween and will be available for purchase while supplies last.

“Partnering with See’s Candies is the perfect way to further introduce Squishmallows into the consumables space,” said Gerhard Runken, executive vice president of Brand & Marketing at Jazwares. “This will be the perfect Halloween treat for fans of both brands, and we’re eager to add this unique collaboration to our robust line-up of Squishmallows products.”

Pat Egan, president and CEO of See’s Candies, added: “We’re in the business of bringing joy, and that is exactly what this collaboration with Jazwares will do for fans of both brands. The ever-popular Squishmallows, combined with our iconic, delicious chocolates, will be the perfect treat this October.”

Squishmallows has consistently held its position as a leading toy property in the US and a best-selling toy brand with over 400m plush sold worldwide, boasting a multi-generational fanbase. The brand is massively popular on social media, driven by Gen Z fans. There are currently more than 13b video views on TikTok, and Squishmallows has been tagged more than 1m times on Instagram. As it continues to develop as a lifestyle brand, Squishmallows’ growth has fuelled new cross-category collaborations across beauty, games, apparel, home decor and more, adding to its portfolio of more than 70 licensing partners.