What Squishmallows does

Squishmallows is a consumer products brand specializing in soft plush toys, operated as a private subsidiary of Jazwares with e-commerce and operations housed under the legal entity Jazplus, LLC (USA). Founded in 2017 and based in Los Angeles, the company produces polyester plush toys ranging from 3.5 to 24 inches, organized into an 11-squad taxonomy (Buddy, Classic, Fantasy, Food, Fusion, Nature, Prehistoric, Sealife, Seasonal, Style, Wildlife) and supported by a proprietary Rarity Scale that drives collector behavior. Beyond core plush, the product portfolio has expanded into SquishPillows, Squish-a-longs (1-inch minis), Micromallows, HugMees, Mystery Packs, Clips & Keychains, Plush Florals, Halloween costumes, back-to-school stationery, and Yaya Tumblers, with a mobile app (Squishmallows Match on iOS and Android) for digital engagement.

The business operates a hybrid B2C revenue model combining unit-priced direct-to-consumer e-commerce (shop.jazwares.com) with broad retail distribution and a licensing architecture that monetizes the Squishmallows IP. Standard products are priced from $14.99 (8-inch) to higher tiers for licensed and Select Series items, with bundles priced $26.99–$59.99 and mini Squish-a-longs sold in 6-packs ($9.99) and 12-packs ($17.99). The brand has executed high-profile licensed collaborations with Disney (Winnie the Pooh), Harry Potter, Hello Kitty and Friends, Warner Bros (DC, Star Wars, Lord of the Rings), Peanuts, Sonic the Hedgehog, Five Nights at Freddy's, KPop Demon Hunters, Care Bears, and Adopt Me. Recent category extensions have moved the brand into beauty (Fragrance Collection launched October 2025 with Blue Meadow Brands, distributed through Ulta Beauty) and personal care (oral care line licensed to Ordo).

The customer base spans three core segments: children and families (play, comfort, gifting), collectors (rarity hunting, squad completion, secondary market), and 'kidults' (adults 20+ self-purchasers seeking emotional wellness, nostalgia, and stress relief). Marketing emphasizes community-driven engagement through Instagram (@Squishmallows), the Squad Up! newsletter, blog content, and the mobile app. Pricing is exclusively unit-based (no subscription) with promotional bundling (Buy 3 Get $10 Off) and free shipping thresholds. Strategic direction is led by category extension via licensing and selective retail partnerships, with no public revenue, headcount, or funding disclosures.

Name

Squishmallows

Legal name

Jazplus, LLC

Website

https://squishmallows.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Squishmallows is a plush toy brand under Jazwares that sells collectible soft toys across 11 themed squads and sizes from 3.5 to 24 inches. It serves children, families, collectors, and adult self-purchasers via DTC e-commerce, retail partners, and licensed collaborations with Disney, Harry Potter, and Hello Kitty, with recent expansion into fragrance, oral care, and a mobile app.

Ownership category

akta.pro rank

Product category

Plush Toys

NAICS

Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (339930)

SIC

Dolls & Stuffed Toys (3942), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Dolls, Plush & Action Figures Retail (CRALAFAD)

akta.pro secondary industry

Miniatures & Figurines (Display/Collectible) (CRALAKAB)

Keywords

• Plush toys
• Collectible toys
• Licensed character merchandise
• Kids toys
• Soft toys

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Plush Toy Sales: Core revenue stream from selling plush toys in various sizes (3.5" to 24") through direct e-commerce and retail channels. Products include standard Squishmallows, Select Series (limited editions), Mystery Packs, and licensed character collaborations.
2. Licensed Character Merchandise: Licensing revenue from branded collaborations including Disney (Winnie the Pooh), Harry Potter, Hello Kitty and Friends, Warner Bros (DC Comics), Peanuts, Sonic the Hedgehog, KPop Demon Hunters, Five Nights at Freddy's, Care Bears, and Adopt Me.
3. Fragrance Products: New fragrance collection featuring three character-inspired scents launched in partnership with Blue Meadow Brands, distributed through Ulta Beauty stores and online.
4. Brand Licensing to Third Parties: Licensing Squishmallows IP to partners like Ordo for oral care products featuring popular animal characters, expanding brand into new consumer product categories.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Squishmallows designs, manufactures, and sells soft plush toys in sizes from 3.5" to 24", featuring hundreds of character designs organized into themed squads. The brand also licenses its IP to third parties for fragrances, oral care, and other lifestyle products, and operates a companion mobile app for digital engagement.

Product overview

Squishmallows is a plush toy brand owned by Jazwares, featuring soft polyester plush toys in sizes ranging from 3.5 to 24 inches. The core product line consists of hundreds of character designs organized into themed squads (Classic, Fantasy, Food, Nature, Wildlife, Sealife, Prehistoric, Buddy, Seasonal, Fusion, and Style). The portfolio extends across multiple sub-brands and formats including SquishPillows (pillow versions), Squish-a-longs (1-inch mini collectibles with accessories), Micromallows (miniature collectibles), Clips & Keychains, Mystery Packs, and Plush Florals. A significant expansion into licensed collaborations includes Harry Potter, Disney (Winnie the Pooh), Hello Kitty and Friends (with anniversary editions), Sonic the Hedgehog, Peanuts (Snoopy), Warner Bros (DC Comics Batman), Five Nights at Freddy's, Star Wars (Grogu), Lord of the Rings, KPop Demon Hunters, Care Bears, and Adopt Me. The brand has expanded into lifestyle categories including a Fragrance Collection (partnered with Blue Meadow Brands, available at Ulta Beauty), a mobile app (Squishmallows Match on iOS and Android), and various seasonal products. Squishmallows is distributed primarily through its direct-to-consumer e-commerce site (shop.jazwares.com), Ulta Beauty for fragrances, and major retail partners.

Differentiator

Problem solved

Functional benefit

Brands

• Squish-a-longs: 1-inch collectible Mini-Squish toys with accessories
• SquishPillow
• Micromallows

Products and services

• Squishmallows Plush Toys
• SquishPillows
• Squish-a-longs
• Micromallows
• Squishmallows Fragrance Collection
• HugMees
• Squishmallows Clips & Keychains
• Squishmallows Mystery Packs
• Squishmallows Costume Shop
• Harry Potter Squishmallows
• Disney Squishmallows
• Hello Kitty and Friends Squishmallows
• Sonic the Hedgehog Squishmallows
• Squishmallows Match Mobile App

Quantifiable outcome

• Plush toy market sales reaching nearly $5.6 billion in 2025
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Blue Meadow BrandscoreStrategic or Co-development Partner · 27 October 2025Strategic partnership for development and production of Squishmallows fragrance collection featuring three character-inspired scents. Products designed to evoke joy and comfort, distributed through Ulta Beauty stores and online. This partnership represents brand extension into the beauty/lifestyle category.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 27 October 2025Retail distribution partner for Squishmallows fragrance collection. Products available at Ulta Beauty physical stores and online platform, expanding brand presence into beauty retail channels.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Build-A-Bear Workshop: Build-A-Bear is a publicly traded specialty retailer that designs, manufactures, and sells customized plush toys through company-owned stores, e-commerce, and licensed character partnerships. It is a direct peer to Squishmallows given the shared plush/collectible focus and multi-channel retail model.
• Funko: Funko is a leading pop culture collectibles manufacturer specializing in licensed character figurines, plush, and apparel. It competes head-to-head with Squishmallows in the licensed collectible plush category and shares the model of leveraging major IP (Disney, Warner Bros, Sanrio) for character-driven products.
• Jellycat: Jellycat is a premium plush toy brand known for soft, giftable character plush sold through specialty retailers and direct e-commerce. It is comparable given the shared plush-only positioning, gift/collector overlap with Squishmallows' kidult customer base, and similar pricing/size-tiered product structure.
• Ty Inc. (Beanie Babies): Ty is the maker of Beanie Babies, the original collectible plush phenomenon that established the rarity-tiered, character-branded plush category. It is a direct comparable given Squishmallows' explicit rarity scale and squad-based collectibility model, which mirrors the Beanie Babies mechanics.
• POP MART: POP MART is a global designer toy and collectibles company selling blind-box plush and figurines through owned retail and e-commerce. It is comparable given shared blind-box/mystery pack mechanics, kidult collectibility focus, and rapid global retail expansion similar to Squishmallows' product breadth.

Broad incumbents

• Mattel: Mattel is a global toy giant whose portfolio includes plush lines (e.g., American Girl accessories) and competes for retail shelf space with Squishmallows. It is a broad incumbent comparable given shared doll/plush categories, licensing relationships, and omnichannel mass-market distribution.
• Hasbro: Hasbro is a major global toy company with broad plush, collectibles, and licensed character offerings (including Care Bears, which Squishmallows licenses). It is a broad incumbent comparable given overlapping categories, shared entertainment IP licensing relationships, and similar retailer relationships.
• Sanrio: Sanrio owns Hello Kitty and related characters and licenses plush and character merchandise globally. It is comparable given Squishmallows' Hello Kitty & Friends licensing relationship and shared character plush category, as well as similar licensed IP licensing economics.
• Disney Consumer Products: Disney Consumer Products manufactures and retails character plush and merchandise globally, including its own branded Winnie the Pooh, Star Wars, and Marvel plush lines. It is comparable as Squishmallows' licensor and a competing plush supplier in retail channels; overlapping products include Squishmallows' Disney co-branded plush.

Emerging players

• Miniso: Miniso is a global lifestyle and character merchandise retailer offering affordable plush, toys, and licensed character goods across many markets. Comparable to Squishmallows in character-licensed retail, value-tier plush offerings, and rapid global store expansion in adjacent categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/squishmallows
• Instagraminstagram.com/squishmallows
• Xx.com/squishmallows

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Squishmallows