Squishmallows Partners with H&M for New Fashion Collection

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Jazwares, the company behind Squishmallows, has collaborated with H&M to introduce a line of clothing and accessories. The collection has proven to be a success, as evidenced by the sale of 100 million Squishmallows worldwide in the previous year.

Initially designed by Sunny Cho, the first official eight-character collection was released in 2017. Jazwares later acquired KellyToys, the original producer of Squishmallows, in 2019, and expanded the distribution of the popular toys. The demand for these toys surged during the pandemic, as people sought comfort in embracing them during challenging times.

The brand has evolved into a lifestyle icon, with licenses now held by more than 70 companies. Among these is a collaboration with Berkshire Hathaway, led by the renowned CEO, Warren Buffet, who is a known enthusiast of the product. The new partnership with H&M encompasses a collection of 42 pieces for children and tweens, including slippers, pyjamas, t-shirts, dresses, ear muffs, hoodies, and other items that encapsulate the distinct personalities of the Squishmallows.

Sam Ferguson, the Senior Vice President of Licensing at Jazwares, has expressed enthusiasm about the collaboration, describing it as a genuine reflection of the Squishmallows brand. In addition to the venture with H&M, a Squishmallows and Monster High Skullector Line earned the Toy of the Year (TOTY) Awards’ Toy of the Year and People’s Choice awards, respectively.

The worldwide popularity of Squishmallows underscores the fact that conventional favourites can still thrive in the face of new and diverse technologies, even in today’s era of AI and virtual reality.

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