ToyNews Toy industry news: business, marketing, retail, wholesale and distribution
The popular Jazwares toy line, Squishmallows, is embarking on a whole new licensing endeavour. having signed with the global licensing agency, CAA as it eyes opportunities across film, TV, video games, publishing, live touring, and more.
First launched in 2017, Squishmallows – a globally successful range of plush characters and toys – has grown from a cast of eight to more than 1,000. Each character in the range has a unique name and storyline. To date, some 86 million Squishmallows have been sold in 40 countries worldwide.
Across social media, the Squishmallows brand boasts more than 650,000 combined followers across Facebook, Instagram, and Twitter with 3bn TikTok video views on #squishmallows tagged content.
“The Squishmallows brand is at this incredible stage, experiencing tremendous growth and increasing popularity over the past year,” said Michael Rinzler, executive vice president and partner at Jazwares.
“Now is the perfect time to join forces with CAA, the best partners in the industry, to fully take advantage of the momentum behind the brand and create significant content and entertainment experiences for our brand fans.”
Prior to signing on with CAA, Jazwares expanded the world of Squishmallows with the June 2021 launch of the YouTube animated series, Squishville. Produced by Moonbug Entertainment, new episodes of Squishville will release every Saturday through October 2021.
The series is based on the line of Squishmallows-inspired collectible play-sets and accessories, which was introduced at retail in March.
