Jazwares to build Squishmallows off-shoot Squishville

New strategic partnership with Kellytoy includes distribution of current lines and global master toy rights to build out the new brand

Written by Rhys Thomas

Posted 02.03.2020 | Products

Jazwares to build Squishmallows off-shoot Squishville thumbnail

Jazwares is teaming up with Kellytoy Worldwide, the company behind Squishmallows, to develop a new line-extension called Squishville.

Under the partnership, Jazwares will distribute Kellytoy's products in select territories as well as build the new line extension.

As master global toy partner, Jazwares will create Squishville mini-collectible plush, environments, playsets, vehicles, and related accessories.

"We are so excited to be working with Kellytoy, which has built the wonderful world of Squishmallows that has become a global phenomenon, having already sold over 50 million units of plush in the past 2 years,” says Judd Zebersky, Jazwares CEO and President.

“The whimsical nature of the brand coupled with the magical softness of the Squishmallows characters will be seen in Jazwares' collectible plush toy line extension.

"Leveraging Kellytoy's reputation for quality with Jazwares' global footprint will delight fans all around the world."

Jazwares will market both brands through its global distribution channels across mass market, gift, specialty and toy retailers, party and pet stores, supermarkets, discount stores, drug stores and amusement parks.

"This partnership with Jazwares couldn't be a better fit; it's a win-win for both companies,” adds Kellytoy CEO Jonathan Kelly.

“Together we can collectively develop Squishmallows to become a property that will stand the test of time.

[LIVE] Coronavirus in the toy trade thumbnail

[LIVE] Coronavirus in the toy trade

The latest impact of Covid-19 on the toy industry – suppliers, retailers, trade shows and more

University Games acquires Maranda Games thumbnail

University Games acquires Maranda Games

Brands from the US outdoor gaming favourite will be brough to the UK, Australia and New Zeland by University Games ...

Games and puzzle sales up 240% thumbnail

Games and puzzle sales up 240%

Sales of games and puzzles skyrocket in the UK for the week ending 21 March, as families hunker down at ...

Press Releases

SmartGames launches Atlantis Escape thumbnail

SmartGames launches Atlantis Escape

Multi-level logic game tasks players with escaping the fabled city before it sinks beneath the waves

DKL readies for moon landing celebrations thumbnail

DKL readies for moon landing celebrations

New Plus-Plus space range is ideal to commemorate this year’s 50th anniversary of the historic achievement

Smart launches Smart Farmer thumbnail

Smart launches Smart Farmer

Lastest launch gives little ones an agricultrual qunadry to puzzle over and get their brains moo-ving

Smiles for Zimpli emoji range thumbnail

Smiles for Zimpli emoji range

A crowd pleaser at Toy Fair, Zimpli’s new emoji-licensed poop-shaped slime and Baff Bombz range is anything but a stinker