Jazwares
Jazwares is a Berkshire Hathaway-owned global toy company that designs and distributes licensed and proprietary plush, action figures, collectibles, and construction toys — anchored by its Squishmallows brand — serving children, families, and adult collectors through 17,500+ retail stores worldwide.
- Company typePrivate
- Founded1997
- HeadquartersSunrise, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Jazwares does
Jazwares is a global toy company headquartered in Sunrise, Florida, founded in 1997 by Judd and Laura Zebersky and now operating as a wholly-owned subsidiary of Berkshire Hathaway. The company designs, manufactures, and distributes licensed and proprietary toy products — plush, action figures, construction toys, and collectibles — serving two primary end-customer segments: children and families purchasing through mass-market and drugstore retail, and adult collectors ("kidults") purchasing through specialty channels. Its flagship proprietary brand is Squishmallows, a plush line that has achieved cultural-phenomenon status and is cited as the primary driver behind Jazwares crossing the reported $1 billion revenue milestone.
The business model centers on licensing partnerships with major entertainment franchises — including Pokémon, Star Wars, Disney, Hello Kitty, Stranger Things, Friday the 13th, Yo Gabba Gabba!, and FIFA — under which Jazwares develops and distributes branded toy lines. Revenue is generated through wholesale product sales to retail partners; pricing is set at retail rather than by the company and is not publicly disclosed. Distribution spans 17,500+ stores across CVS, Walgreens, Dollar General, 7-Eleven, Target, Kohl's, and specialty/direct-to-consumer channels, supported by seven international offices (UK, Germany, Mexico, Hong Kong, Australia, and Guangdong, China) and regional distribution partners including Big Balloon (Australia), Kidsland (Mainland China), and Fanatics (FIFA stadium retail).
Jazwares' portfolio strategy combines owned IP (Squishmallows, BLDR construction toys, HugMees) with licensed IP spanning entertainment, sports, and gaming. The company has expanded via acquisition (Wicked Cool Toys in 2019, Kellytoy/Squishmallows in 2020, Big Balloon in 2023) and category extension (BLDR entering construction toys in January 2025; Squishmallows fragrance collection with Blue Meadow Brands in October 2025). In March 2026, founders Judd and Laura Zebersky departed after nearly 30 years, with COO David Neustein assuming the CEO role in a planned transition that marks the first major leadership change under Berkshire Hathaway's ownership.
Jazwares firmographics
Firmographics- Name
- Jazwares
- Legal name
- Jazwares
- Website
- https://jazwares.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Jazwares is a Berkshire Hathaway-owned global toy company that designs and distributes licensed and proprietary plush, action figures, collectibles, and construction toys — anchored by its Squishmallows brand — serving children, families, and adult collectors through 17,500+ retail stores worldwide.
- Ownership category
- akta.pro rank
Jazwares industry classification
Industry- Product category
- Consumer Toys
- NAICS
- Doll, Toy, and Game Manufacturing (339930), Doll, Toy, and Game Manufacturing (33993), Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912), Toy and Hobby Goods and Supplies Merchant Wholesalers (423920)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Dolls, Plush & Action Figures Retail (CRALAFAD)
- akta.pro secondary industries
- Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Traditional Toy Stores (CRALAFAA), Miniatures & Figurines (Display/Collectible) (CRALAKAB), Traditional Toys Distribution (CRAOAMAA)
Keywords
Where Jazwares is headquartered
LocationHeadquarters
- HQ city
- Sunrise
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Jazwares business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Licensed toy product sales: Jazwares generates revenue primarily through the design, manufacture, and sale of licensed toy products across categories including plush, action figures, construction toys, and collectibles. The company holds major licensing partnerships with brands including Squishmallows, Pokémon, Star Wars, Hello Kitty, Disney, Stranger Things, Friday the 13th, Yo Gabba Gabba!, and FIFA, selling products through mass-market retail, drug stores, convenience stores, and specialty retailers globally.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels3 records
Jazwares product offering
Product offeringCore offering
Jazwares designs, manufactures, and distributes licensed and proprietary toy products across plush, action figures, construction toys, and collectibles. The company's portfolio is anchored by its flagship Squishmallows plush brand, the BLDR brick-based construction line, and major licensing partnerships with entertainment franchises such as Pokémon, Star Wars, Disney, Hello Kitty, Stranger Things, Friday the 13th, Yo Gabba Gabba!, and FIFA. Products are sold globally through mass-market retail, drugstore chains, specialty retailers, and international distribution partners.
Product overview
Jazwares is a global toy company that operates as a multi-brand portfolio platform with a diverse range of licensed and proprietary product lines. The company is headquartered in Sunrise, Florida with global offices across the UK, Germany, Mexico, Hong Kong, Australia, and China. Jazwares' core products include Squishmallows (its flagship plush brand crossing $1 billion in revenue), BLDR (brick-based construction toys launched in 2025), and various licensed toy lines spanning entertainment properties such as Star Wars, Stranger Things, Hello Kitty, Friday the 13th, Yo Gabba Gabba, and FIFA World Cup 2026. The company also extends its brands into adjacent categories including fragrances (Squishmallows Fragrance Collection) and collaborates with Warner Bros. Discovery on plush lines. Jazwares is owned by Berkshire Hathaway and was founded by Judd Zebersky, who departed as CEO in March 2026.
Differentiator
Problem solved
Functional benefit
Brands
- Squishmallows: Popular plush toy brand known for soft, squeezable characters
- HugMees
- BLDR
Products and services
- Squishmallows
- BLDR
- FIFA World Cup 2026 Collectibles
- Stranger Things Collectibles
- Hello Kitty Line
- HugMees
- Star Wars Products
- Friday the 13th Products
- Yo Gabba Gabba Figurines
- Warner Bros. Discovery Plush Line
Quantifiable outcome
- Jazwares reportedly crossed the $1 billion revenue milestone under Judd Zebersky's leadership
- +1 more outcomes
Companies that use Jazwares
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Jazwares technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Jazwares partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor, core and flagship.
- The Sandals FoundationminorThe Sandals Foundation led its largest toy drive to date, distributing 45,000 toys across nine Caribbean islands in partnership with Jazwares, Spin Master, and The Toy Foundation, bringing holiday cheer to children in Caribbean communities.
- Kidsland International Holdings LimitedcoreKidsland International Holdings Limited secured distribution rights for Jazwares' Hello Kitty line in Mainland China, expanding Jazwares' international distribution reach into the Chinese market.
- Blue Meadow BrandsminorSquishmallows partnered with Blue Meadow Brands to launch a new line of fragrances inspired by Squishmallow characters, including three scents designed to evoke joy and comfort, available at Ulta Beauty stores and online.
- FIFAflagshipJazwares partnered with FIFA to launch an official collectible plush collection for the FIFA World Cup 2026, featuring plush items, wearables, and novelties inspired by the tournament and its mascot, representing host countries Canada, Mexico, and the USA with global availability in June 2026.
- Warner Bros. Discovery Global Consumer ProductsflagshipJazwares and Warner Bros. Discovery Global Consumer Products launched a spooky new plush toy line, expanding their collaboration that also includes Space Jam 30th anniversary merchandise, with products available at Target, Kohl's, and other major retailers.
- Baked by MelissaminorJazwares launched a limited-time Squishmallows-themed collection of bite-sized cupcakes with Baked by Melissa, featuring six cupcake flavors representing popular Squishmallow characters with exclusive co-branded packaging, available December 5-31 at Baked by Melissa stores and online.
- Big BallooncoreJazwares acquired Big Balloon, a major Australian toy distributor, as part of its global expansion strategy. The acquisition aims to strengthen Jazwares' market position in Australia and leverage Big Balloon's extensive network and local expertise.
- Spiralcute International / Taro MorishimacoreJazwares was named master toy partner by Tokyo-based character licensing company Spiralcute International, representing 27 artists and 28 character IPs including Chiikawa, Mofusand, and Koupen Chan. Jazwares will handle mass retail rollout of Spiralcute character toys in 2027.
- Toys "R" Us CanadaminorJazwares products including Squishmallows are sold through Toys "R" Us Canada locations. Jazwares is listed as a major vendor creditor owed approximately $120 million during Toys "R" Us Canada's 2025–2026 creditor protection proceedings.
- Jason Universe (Horror Inc)minorJason Universe, Horror Inc's home for the Friday the 13th franchise, partnered with Jazwares as one of over 30 licensees across apparel, toys, collectibles, costumes, and housewares, ahead of Licensing Expo 2026.
- Yo Gabba Gabba! (GabbaCaDabra LLC / WildBrain)minorJazwares signed a multi-year agreement as a licensing partner for Yo Gabba Gabba!, producing merchandise spanning toys, figurines, apparel, accessories, collectibles, and games following the Season 2 launch of Yo Gabba GabbaLand! on Apple TV, with Jazwares unveiling a new figurine line at San Diego Comic-Con.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Jazwares competitors and assessment
Company assessmentRegional players
- Sanrio: Sanrio is the Japanese owner of Hello Kitty and a licensor to Jazwares for Hello Kitty products in China and globally — comparable as a character IP owner and toy licensee focused on the same kawaii/lifestyle character categories.
- WildBrain: WildBrain is a Canadian entertainment and toy licensing company (Peanuts, Teletubbies, Yo Gabba Gabba!) and a co-IP partner with Jazwares — comparable as a peer IP licensor/manufacturer in the licensed kids' entertainment toy space.
Broad incumbents
- LEGO: LEGO is the dominant global construction toy manufacturer and the primary competitor Jazwares' BLDR brand is built to challenge; comparable in licensed construction sets and global retail presence.
- Hasbro: Hasbro is a global toy and game company (NERF, Play-Doh, Magic: The Gathering, Transformers) with major licensed franchises and a large retail footprint, overlapping with Jazwares across action figures, plush, and licensed collectibles.
- Mattel: Mattel is one of the world's largest toy manufacturers (Barbie, Hot Wheels, Fisher-Price, American Girl) and competes directly with Jazwares in licensed plush, action figures, and collectibles, with broader portfolio scale and longer-standing retail relationships.
Direct peers
- Funko: Funko is a leading pop culture collectibles and licensed toy company (Pop! Vinyls) targeting both kids and adult collectors with blind-box and licensed IP products — directly overlapping Jazwares' collectibles and Squishmallows kidult strategy.
- Spin Master: Spin Master is a publicly traded global toy company producing licensed and proprietary toys across plush, action figures, games, and outdoor categories — closely comparable to Jazwares in business model, category breadth, and entertainment franchise licensing.
- Basic Fun!: Basic Fun! is a US-based toy company producing licensed and nostalgic brands (Care Bears, Lite-Brite, Tonka) — comparable to Jazwares in licensed, nostalgia-driven toy and collectible categories.
- MGA Entertainment: MGA Entertainment is a privately held global toy company behind Bratz, Little Tikes, and LOL Surprise — competing with Jazwares in fashion dolls, collectibles, and surprise/reveal toy categories globally.
- Bandai Namco Holdings: Bandai Namco is a major Japanese toy and entertainment company producing licensed collectibles, action figures, and character merchandise — directly comparable to Jazwares in anime and entertainment IP toy licensing.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Jazwares social profiles
Digital presenceJazwares financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jazwares leadership team
Management profileNumber of profiles
Profiles5 records
Jazwares subsidiaries and ownership
Company hierarchySubsidiaries1 record
Jazwares funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jazwares M&A and investment
M&A and investmentM&A4 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jazwares
What does Jazwares do?
Jazwares designs, manufactures, and distributes licensed and proprietary toy products across plush, action figures, construction toys, and collectibles. The company's portfolio is anchored by its flagship Squishmallows plush brand, the BLDR brick-based construction line, and major licensing partnerships with entertainment franchises such as Pokémon, Star Wars, Disney, Hello Kitty, Stranger Things, Friday the 13th, Yo Gabba Gabba!, and FIFA. Products are sold globally through mass-market retail, drugstore chains, specialty retailers, and international distribution partners.
Is Jazwares a public or private company?
Jazwares is a private company. It is classified as corporate owned and is currently operating.
When was Jazwares founded?
Jazwares was founded in 1997. It employs 1,001 to 5,000 people.
Where is Jazwares based?
Jazwares is headquartered in Sunrise, United States, in the North America region.
How does Jazwares make money?
One revenue line is on record: licensed toy product sales.
Who are Jazwares's main competitors?
Regional players on record are Sanrio and WildBrain. Broad incumbents are LEGO, Hasbro and Mattel. Direct peers are Funko, Spin Master, Basic Fun!, MGA Entertainment and Bandai Namco Holdings.
Does Jazwares have an API?
No public API is recorded for Jazwares.
What industry is Jazwares in?
Jazwares's product category is Consumer Toys. Its primary akta.pro industry code is CRALAFAD, Dolls, Plush & Action Figures Retail, with a secondary code of CRALAFAI, Collectibles, Trading Cards & Blind Box Toys Retail. Its NAICS code is 339930 and its SIC code is 3944.