Squishmallows launches competition to mark 100 million sales

Jazwares, a global leader in toys and licensing, along with its Kellytoy subsidiary, has announced a significant milestone: over 100 million Squishmallows have been sold since the plush toy line first came to market in 2017. As part of the celebration, the Squishmallows brand will launch a #GetGoldenHans video hashtag contest on social media with 100 winners.

In addition, Hans, one of the core characters from the original Squishmallows Squad, is back with a fresh new look, complete with celebratory top hat and bow-tie. This Select Series edition of Hans will be offered in two styles of the popular 16-inch size with limited quantities available for purchase starting at Squismallows.com: “Hans with Golden Details”: the classic brown Squishmallows hedgehog with gold trim on his ears, top hat and bow-tie, of which only 10,000 will be made, and “Golden Hans”, an entirely gold version with celebratory top hat and bow-tie, of which only 3,000 will be made.

A 24-inch Golden Hans, of which only 30 will be produced, will be the rarest Squishmallows yet. One of them has already been identified as the 100th million Squishmallows and will include a special hangtag signed by Kellytoy’s Co-President Jonathan Kelly. This one-of-a-kind Golden Hans will be offered at auction on eBay starting October 12 at 9 a.m. (Pacific time) to help raise additional funds that will go directly to Art in Action, an organisation that provides classroom lessons to inspire critical thinking and creativity with engaging visual arts experiences. In addition, the Squishmallows brand will donate $50,000 to Art in Action to further support their efforts. Another 25 Golden Hans toys will be awarded to #GetGoldenHans hashtag contest winners; the remaining 75 winners will receive the Hans with Golden Details.

The #GetGoldenHans hashtag contest entrants will be asked to post a video (no longer than 60 seconds) celebrating Squishmallows and their prized squads and collections to either Instagram, Facebook, or Twitter with the #GetGoldenHans hashtag by Friday, October 15. Details will be posted on @squishmallows social media channels and select entries will be shared and featured throughout the celebration.

Since Squishmallows debuted, the huggable plush pals known for their ultra-soft feel and whimsical design have delighted fans of all ages, both online and in person. The cuddly, collectible characters are a social media sensation that continue to cultivate a strong following online. Organic Squishmallows content has generated nearly five billion video views on TikTok and @squishmallows (and related hashtags) have been tagged in more than one million Instagram posts. The Squishmallows social media channels have ballooned to more than 700,000 followers and nearly 100 global and local Facebook groups have been created by fans.

Over 1,000 Squishmallows characters ranging from two to 24-inches in size have gained the attention of bona fide Squishmallows fans in more than 40 countries. Such strong brand retention has prompted a raft of line extensions, including HugMees, Squish-Doos, Heroes, Flip-A-Mallows, and Squishville. Each of the Squishmallows have a unique name and backstory that brings the character’s personality to life.

Full details of Squishmallows’ 100 millionth milestone celebration are available at squishmallows.com.


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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