Squishmallows sees “phenomenal sales” following ITV’s This Morning appearance

The popularity of the new collectable craze, Squishmallows, was cemented, according to the product’s UK distributor Innovation First, when the squishy toy line made its appearance on ITV’s This Morning and the show’s Best Toys for Christmas Gift Guide.

The toy’s appearance helped to compound a “phenomenal year” of sales that has already seen Squishmallows sell in their thousands at retailers across the UK.

Showcasing a selection from the latest phase of Squishmallows, the product received glowing compliments from This Morning’s Holly Willoughby and Phillip Schofield, who commented on how soft the products were.

According to Innovation First, it was following the appearance that sales spiked sharply on the dedicated Squishmallows site, selling ten times the amount than on regular days. The firm saw high levels of traffic to all areas of the website, which also features activities for children and downloadable adoption certificates.

Meanwhile, the UK high street toy retailer, The Entertainer, has also reported a 63 per cent uplift in sales in the hours immediately after the broadcast.

Heather Corbett, marketing manager at Innovation First, said: “The response to Squishmallows this year has been phenomenal and this appearance on such an iconic platform has been the icing on the cake and has rounded the year off for us with Squishmallows selling in their thousands for our retailers in the run up to the big day.

“We have really big plans for the range going into 2020 and look forward to emulating this year’s success.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz 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 Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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