It’ s rare to see a toy with such multigenerational appeal... It’ s a huge social phenomenon.
11 billion times on TikTok and fans have posted and shared more than 1 million times on Instagram.
In addition to announcing new character releases and specialedition collaborations, the company uses that online reach to promote live Squishmallows events, building the sense of community and connection amongst keen collectors.
“ We have many rabid fans who absolutely love the brand,” says Mitschele.“ It’ s amazing to see people’ s reactions online and at events.”
The brand received a huge boost on social media in the midst of the COVID- 19 pandemic, when celebrities such as Lady Gaga and Kim Kardashian published messages and photos of their Squishmallows collections that went viral on TikTok.
With such famous fans, it’ s easy to see why toy industry analyst and consultant Chris Byrne – aka The Toy Guy – says the Squishmallows craze has taken the normally staid plush or stuffed toy category by storm.
“ They have been the hottest thing in the industry for the past couple of years,” says Byrne, who compares‘ Squish’ mania to the frenzy over Care Bears and Beanie Babies.“ Like them, Squishmallows are affordable and their selling point is sweetness. They’ re very tactile and comforting for both kids and adults.”
Unlike faddy toys that come and go, Byrne thinks Squishmallows has legs.“ They’ re very trendy now and that cycle will pass,” he says.“ But like Care Bears or even Barbie, I think they’ ll remain a classic toy that will renew each year thanks to the [ styles ].”
Mitschele says Jazwares’ roughly 1400 employees – who playfully refer to themselves as“ Jazmanians” – are working hard to keep Squishmallows on top.“ Our team has done a fantastic job laying out licensed partnerships and creating collaborative consumer programs with more than 60 best-in-class partners around the world,” he says.
Mark Cardwell is a kid at heart and international writer for the Connection. He is based in Quebec, Canada.
COSTCO CONNECTION
Find Squishmallows in most warehouses and on Costco. com. au.
COSTCO CONNECTION MAY / JUN 2024 | 13