Almost 2 years after launching Squishmallows, Kelly Toys Holdings has sold over 50 million units. Squishmallows has acquired nearly 120,000 followers on Twitter as of 2023 and nearly 800,000 followers on Instagram. The TikTok hashtag #Squishmallows has gained over 550 million views. Squishmallows first gained success during the COVID-19 pandemic in 2020 through social media outlets, like TikTok, where Squishmallow collectors would post about their plush toy collections. Kelly Toys Holdings was Jazwares’ second acquisition following their acquisition of Wicked Cool Toys. Thus, Kelly Toys Holdings expanded its position in the market for toys and obtained opportunities to get further licenses for the brand. After collaborating for one year, Kelly Toys Holdings was acquired by Jazwares Inc, a privately owned company, in 2018. Kelly and his team then spent several months creating a toy that emulated the “soft, cute, and kawaii” look of the Japanese plush toys. In an interview with Yahoo! Finance, Kelly stated that he came up with the idea for Squishmallows when he went to Japan and saw a variety of appealing toy products, including plush toys. Kelly Toys Holdings, headquartered in Los Angeles, California, was founded in, 1986 by Jonathan Kelly. Squishmallows usually are found at Target, Hot Topic, Five Below and other retail locations.Ī small collection of Squishmallows plushes. They were in high demand in quarantine in 2020. Depending on the size and store, prices can range between $3-$50, but rarer collections are often priced higher. The brand has created over 1,000 Squishmallows characters with unique names and background stories.

Squishmallows are round and come in a variety of colors, sizes, animals, and textures. Squishmallow is a brand of stuffed toy that was launched in 2017 by Kelly Toys Holdings LLC.

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