In just a few years, Squishmallow toys has surged in popularity with all age groups. According to Jazwares, which acquired Squishmallow parent company KellyToy in 2019, fans 18 and up are driving sales.
With over 11 billion organic impressions on TikTok, the fandom is often likened to the Beanie Baby craze — and on its way to be an enduring brand like Hello Kitty and Pokémon.
Customers instantly connected with Squishmallows, but KellyToy was limited in its ability to scale distribution and manufacturing, according to James Zahn, editor in chief of the trade publication the Toy Book and senior editor at the Toy Insider. “There’s a real comfort in squishing them,” he said, noting how parents told him of the toys’ calming effect during the pandemic, when many children were overwhelmed with anxiety.
Collecting with her friends gave her a way to connect with a new community that is largely online, she says. Ferrell and her wife now have about 200 Squishmallows. “Okay, he’s coming home with me,” is how the 30-year-old describes her reaction after reading the tag. But most of Kench’s content involves him going on “Squish hunts” — outings to several stores to buy a certain plush.“I feel like Indiana Jones every time I’m on the hunt,” he said.
Lindstrom, who works in insurance, sees that connection. “I love my sort of childish things, but I feel like a lot of people are leaning into that.”
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