Jazwares to develop new toy range for Squishmallows under the new Squishville brand

Kellytoy Worldwide’s hit line Squishmallows is about to hit the big time thanks to a new strategic partnership that will see Jazwares not only distribute the popular plush range across selected territories, but build a new line extension for the brand called Squishville.

Squishville will include mini collectable plush, environments, play-sets, vehicles, and related accessories. The range will build on the already vastly popular Squishmallows range that in the last two years has sold over 50 million units of plush worldwide.

“We are so excited to be working with Kellytoy, which has built the wonderful world of Squishmallows that has become a global phenomenon,” said Judd Zebersky, Jazwares CEO and president.

“The whimsical nature of the brand coupled with the magical softness of the Squishmallows characters will be seen in Jazwares’ collectible plush toy line extension. Leveraging Kellytoy’s reputation for quality with Jazwares’ global footprint will delight fans all around the world.”

Jonathan Kelly, Kellytoy’s CEO, added: “This partnership with Jazwares couldn’t be a better fit. It’s a win-win for both companies, as Jazwares and Kellytoy each understand that by working together we can collectively develop Squishmallows to become a property that will stand the test of time.

“Squishmallows products, as well as the new items under the umbrella of Squishville, will complement Jazwares’ existing toy lines; and Jazwares’ global distribution strength will enable the Squishmallows brand to penetrate new markets.”

Jazwares will market the Squishmallows and Squishville brands through its broad global distribution channels, which encompasses most market segments, including mass market, gift, specialty and toy retailers, party and pet stores, supermarkets, discount stores, drug stores, and amusement parks.

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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