Tag Archives: Innovation First

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 …

Early sales figures reported by retailers suggest that the collectable line Squishmallows collection could be on track to replicate its US success of selling over 20 million in its first year. That’s according to Innovation First, the team known for Hexbug, and the exclusive distributor for the product line here …

The deal will see Innovation First, creators of the popular HEXBUG brand, distribute the new Squishmallows range exclusively throughout the UK.