Jazwares and its Kellytoy subsidiary are expanding the world of Squishmallows with the launch of a new animated YouTube series Squishville, developed in partnership with Moonbug Entertainment.

The original content, produced by the award-winning global entertainment company behind CoComelon, will kick off with the launch of its first episode on June 26th, with new episodes released every Saturday through to October this year.

This new development for the franchise follows hot on the heels of the retail debut of Squishville, a line of Squishmallows-inspired collectable plush and soft fabric play-sets and accessories. The range arrived in stores earlier this year.

Since launching in 2017, more than 86 million Squishmallows have been sold with the brand expecting to reach its 100 million milestone in the next couple of months. The debut of Squishville comes at a time when the popularity of Squishmallows is at an all-time high, having exploded into a TikTok toy sensation with more than 2.8 billion organic video views.

Squishville will follow the adventures of characters Fifi, Lola, Cam, and Winston as they take on Squishville with a few of their friends like Jeanna, Sharie, Leonard, and Hans.

“The launch of Squishville speaks volumes to the growth in popularity Squishmallows has had  over the last year,” said Laura Zebersky, president of Jazwares. “With original animated content, fans can now engage with the Squishmallows Squad and experience their adorable, colorful personalities like never before.”