MGA straddles collectables, unboxing and squishy craze with new launch, Smooshins

MGA Entertainment is building on the popularity of collectables, unboxing and squishing things with the UK launch of its new range, Smooshins.

The new line boasts over 10,000 combinations of characters and accessories for kids to create and collect.

Fans can make their own Smooshins characters using the Smooshins Surprise Maker Kit, while the Surprise Character Molds give the ability to reveal a different surprise animal character each time.

The Surprise Maker Kit comes as a bear shape, with a child-safe locking mechanism and flashing light so fans know when their Smooshin is ready to be revealed.

Alex Barltrop, senior brand manager for MGA Entertainment, said: “MGA occupies a large space within the collectable market. The introduction of Smooshins sees a new take on the collectable, branching the squishy, unboxing and arts and crafts markets to bring a truly unique new product.

“Having launched in the US earlier this year, we are looking forward to seeing continued success in the UK.”

Smooshins is being launched with influencer activity, a full PR campaign and heavyweight TV and digital support.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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