Jazwares is looking to break the mold in the UK’s plush market with the launch of Squishville, an extension of the popular Squishmallows brand that brings the first all-plush play-sets to the UK retail scene this December. The colourful and squishy brand extension follows the international success of its Squishmallows plush range.
Holly Oldham, managing director, UK and Nordics at Jazwares, said: “Squishville takes everything that kids love about Squishmallows- their soft texture, unique feel and adorable personalities and injects a whole new level of playability by creating a plush world for these loveable characters.
“We can’t wait to introduce Squishville to children this winter and look forward to starting this exciting new chapter for the brand moving into 2021.”
Consumer demand for Squishmallows is flying high with over 55 million pieces sold globally and 700,000 pieces sold in the UK alone. The new Squishville play-sets and accessories will give kids the opportunity to extend their play pattern with an exclusive new line of 2” mini-collectible plush and an imaginative range of environments, play-sets, vehicles, and related accessories in a variety of price points.
An assortment of over 120 characters will be available by summer 2021 including rare minis to fuel collectability, with a huge new set of characters to follow in autumn 2021. Jazwares will market the toy line through its global distribution channels across mass market, gift, specialty and toy retailers and supermarkets.
A strong roster of retailers in the UK are already lining up to stock the products this Christmas including Argos, Asda, Tesco, The Entertainer and Smyths.
A national marketing campaign will include TV sponsorship on Channel 5 Milkshake! in December, followed by dedicated social content, digital advertising and a national PR campaign that includes endorsement from high profile parenting influencers and celebs.
Squishville products set to debut at UK retail in December include: Squishville Mystery Mini-Squishmallow with Fashion Item, Squishville Mini-Squishmallow with Vehicle, Squishville Mini-Squishmallow 4-Pack, and Squishville Mystery Mini-Squishmallow 6-Pack.
January 2021 see the following additions to the line: Squishville Accessory Sets (Camping, Picnic & Playground and Kitchen & Playroom), Squishville Play Scene (Bakery & Boutique), and Squishville Fifi’s Cottage.