Toy market news

Jazwares, Kellytoy unveil partners for global Squishmallows licensing program

Jazwares and its Kellytoy subsidiary have assembled a whole new squad to bring the Squishmallows brand into more categories in the toy department and beyond.

Squishmallows continues its growth into a full-scale lifestyle brand with a full consumer products licensing program. Looking ahead into 2022, families, fans, and collectors will find Squishmallows trading cards, bedding, pool floats, apparel, and more products available at a wide array of mass and specialty retailers.

New licensing partners for the Squishmallows brand include Bioworld (apparel, loungewear, headwear, bags, socks, collectible accessories); Big Mouth (pool floats, cooler bags, beach chairs, pop-up tents); BBC International (footwear); Franco Manufacturing (bedding, accessories, throws, beach towels, bath blankets); Fashion Angels (stationary and back-to-school accessories); Parkside Collectibles (trading cards); and Primary Colors (gummy and candy products).