Squishmallows

Squishmallows is a brand of ultra-soft collectible plush toys founded in 2017 by Kelly Toys and now owned by Jazwares. The toys are known for their round, "squishy" texture, cute designs, unique names, and backstories, leading to their immense popularity, especially among Gen Z and Generation Alpha. The brand's success stems from its strong online community, which drove growth during the pandemic, and its expansion into diverse merchandise, a lifestyle brand, and even an animated series