Jazwares

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.

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

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

• Licensed toy products
• Plush collectibles
• Action figures
• Construction toys
• Toy manufacturing

Headquarters

HQ city

Sunrise

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. 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

Core 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

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Partnerships

Eleven partnerships are on record, tiered minor, core and flagship.

• The Sandals FoundationminorGTM or Marketing Partner · 19 December 2025The 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 LimitedcoreChannel Partner/ Reseller/ Distributor · 21 November 2025Kidsland 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 BrandsminorStrategic or Co-development Partner · 27 October 2025Squishmallows 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.
• FIFAflagshipStrategic or Co-development Partner · 23 October 2025Jazwares 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 ProductsflagshipStrategic or Co-development Partner · 21 October 2025Jazwares 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 MelissaminorGTM or Marketing Partner · 5 December 2024Jazwares 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 BallooncoreChannel Partner/ Reseller/ Distributor · 4 December 2023Jazwares 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 MorishimacoreOEM/ Whitelabel/ Licensing PartnerJazwares 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 CanadaminorChannel Partner/ Reseller/ DistributorJazwares 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)minorOEM/ Whitelabel/ Licensing PartnerJason 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)minorOEM/ Whitelabel/ Licensing PartnerJazwares 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

Regional 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

• Xx.com/Jazwares
• YouTubeyoutube.com/jazwares
• Facebookfacebook.com/jazwares
• LinkedInlinkedin.com/company/jazwares
• Instagraminstagram.com/jazwares

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jazwares