SUPPLIER SPOTLIGHT
Soft
SELL
Squishmallows’ meteoric rise to the top of the $ 100 billion global toy market is one for the ages.
BY MARK CARDWELL
JAZWARES
Toys mean the world to Herb Mitschele. A father of four young daughters and a toy industry expert who has worked for iconic companies like Mattel and Playmates Toys, he’ s spent the past two decades helping make and market objects that delight, educate and entertain kids and adults of all ages.
As executive vice president with Jazwares, the Florida, US-based company that makes Squishmallows( the squishy, marshmallow-like plush toys that are taking the toy world by storm), Mitschele now leads a team that is tasked with expanding the global reach of the world’ s bestselling toy.“ I’ ve never been involved with anything like this; it’ s a once-in-a-career thing,” he says.“ Toy brands come and go. But Squishmallows are here to stay.”
Toys with personality
Launched in 2017, Squishmallows are plush toys made with super-soft fabrics and stuffed with squishy proprietary materials. There are now more than 2,000 styles, each with a unique personality and design. More than 100 million Squishmallows have been sold in more than 55 countries, earning the plush toy a variety of international industry awards, including Top Selling Toy of the Year.
“ The next stage is 200 million – and we will cross that mark very soon,” says Mitschele, who leads Jazwares’ global sales and planning division.“ And we still have lots of opportunity to grow and expand in existing and new markets.”
He credits the brand’ s lovable styles and personalities – each of them designed and created in collaboration with illustrators, designers, and production and brand team members working both remotely and at 20 offices worldwide, including Jazwares’ headquarters the US – for driving its popularity as a toy and collectible item across all age groups.
“ It’ s rare to see a toy with such multigenerational appeal,” says Mitschele.“ Finding, buying and sharing Squishmallows has become a way for friends and family members to connect. It’ s a huge social phenomenon.”
Squishmallows mania
If their squishy softness and cute personalities have helped make Squishmallows a runaway success, social media has helped to fuel its rocket ride to the top of the toy world.
According to Mitschele, Squishmallows videos have been viewed more than
12 | MAY / JUN 2024 COSTCO CONNECTION