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    Squishmallows
    Toys and Collectibles

    Squishmallows

    United States flagUnited States

    "Squad up"

    Founded 2017 Sunrise, Florida, United States
    Community

    About

    Kelly Toys Holdings launched Squishmallows in the fall of 2017, and the plush toys quickly became a sensation among collectors and kids. The round, ultra-soft characters were designed to feel like living pillows, a concept that set them apart from traditional stuffed animals. Since then, the brand has released over 3,000 unique designs, ranging from realistic animals to whimsical foods and everyday objects. Each Squishmallow has its own name, bio, and personality, which fuels the collector's urge to build a squad of friends.

    Ownership shifted when Jazwares, a Berkshire Hathaway company, acquired the brand, bringing it into a massive corporate family. Jazwares now manages Squishmallows directly, selling through its own shop and major retailers like Amazon, Target, and Walmart. The brand's community is active on social media, with over a million Instagram followers and a YouTube channel where fans share hauls and unboxings. The tagline "Squad up" captures the communal spirit of collecting, encouraging fans to grow their squads with each new drop.

    Squishmallows has expanded far beyond the original plushies. The lineup now includes size variations from 5-inch minis to giant cuddle buddies, plus Stackables, Flip-A-Mallows, HugMees, Micromallows, and Sleepamallows. The brand has also ventured into licensed collaborations, fragrances, and even a feature film with Amazon MGM Studios, announced in August 2026.

    Products & Sub-brands

    Squishmallows plush toysSquishmallows StackablesSquishmallows Flip-A-MallowsSquishmallows HugMeesSquishmallows MicromallowsSquishmallows SleepamallowsSquishmallows fragrancesSquishmallows collaborations

    Frequently Asked Questions

    Who owns Squishmallows?
    Squishmallows is owned by Jazwares, a Berkshire Hathaway company. The brand was originally created by Kelly Toys Holdings in 2017, and Jazwares acquired it, bringing it under the Berkshire Hathaway umbrella.
    Who is the CEO of Squishmallows?
    The brand does not have a standalone CEO; it operates under Jazwares' leadership. Jazwares is led by its own executive team as a Berkshire Hathaway subsidiary, with Squishmallows managed as a key brand division within the company.
    How much is Squishmallows worth?
    Exact valuation is not public, but the brand has sold over 55 million units since 2017 and has expanded into fragrances, apparel collaborations, and a feature film with Amazon MGM, indicating a business worth hundreds of millions of dollars within Berkshire Hathaway's portfolio.
    Squishmallows vs. Build-A-Bear: which is better?
    Squishmallows are pre-made, ultra-soft collectible plushies with a massive character catalog (3,000+ designs) at lower price points ($10–$50), while Build-A-Bear offers a customizable, experiential in-store building process at higher prices. Squishmallows appeal more to collectors; Build-A-Bear appeals more to those seeking a personalized, interactive experience.
    Is Squishmallows still in business?
    Yes, Squishmallows is actively growing. In 2026 alone, the brand launched a feature film deal with Amazon MGM, expanded its fragrance line into Canada, released new licensed collaborations, and continues to release new plush designs regularly.

    Keywords

    Squishmallowsplush toyscollectiblestuffed animalsJazwaresBerkshire HathawayKelly Toyssquad up

    Sources

    WikipediaJazwares Official ShopVarietyLicense GlobalYahoo Finance Canada

    Company Info

    Founded
    2017
    Founder
    Kelly Toys Holdings
    Headquarters
    Sunrise, Florida, United States
    Industry
    Toys and Collectibles
    Parent Company
    Jazwares (Berkshire Hathaway)
    Number of Designs
    Over 3,000
    Units Sold
    Over 55 million

    Official Website

    squishmallows.com/

    Links

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