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“Wicked,” “Superman,” “Hello Kitty,” “Stranger Things,” and other pop culture-inspired Squish Marrows dominates the squishy toy holiday lineup in this year’s hug.
Jazwares, the company behind Squishmallows, dropped the collection for the upcoming holiday season, with highlights including Elphaba and Galinda Squishmallows, Care Bear Squishmallows, Hello Kitty Builder Set, Bumbumz, Krypto’s gorgeousness from “Superman”, Squishpylow and Netflix of Stravers of Puritual.
Jazwares executive Bret Ingraham took to USA Today earlier this week to an exclusive preview of its New York City collection, and the company has put its “integrating a lot of pop culture” and video games inspired by its products.
The toy company has created around 7,000 unique styles of Squishmallows, “continuing to grow,” Ingraham said, adding that “each has its own personality, its own atmosphere.”
“We have an entire team that does nothing but work with Squishmallows,” Ingraham continued. “So they’re getting deeper into the pop culture rabbit hole and they’re getting really cool characters.”
Ingraham said Jazzwalles hopes the new lineup brings “the joy of the second” to consumers, bringing them to a simpler era.
“In a challenging world, having something like this (the toy) brings you seconds of joy when you hit all this negative news,” Ingraham added that the company is paying attention to the trends that adults gather and play with toys.
“No. 1, I don’t have a hangover, so I bring in second, second, joy and number 3. I’m coming back to the innocent place as a child,” Ingraham said.
The executive added that the company is minding the financial stress that consumers are experiencing and ensuring there is something in every budget.
“We are aware of people’s budgets and have products at all different price points, Ingraham said.
He added:
Jazwares Squishmallows and other products such as The Plushies, pillows, stocking stuffing, and Bumbumz can be purchased from Jazwares website or retailers such as Amazon, Target, and Walmart.
Check out the 2025 Squishmallow holiday lineup
What is Squishmallows?
Like Beanie Babies, Squishmallows is a cute, luxurious toy with its own name and unique bio. The compact and soft design of the toy is perfect for toddlers. They come in many shapes and sizes ranging from 5 inches to 24 inches, and many are based on pop culture characters like Baby Yoda and Chewbacca.
“Since its debut in 2017, Squishmallows has featured a collectable luxury with adorable personality, whimsical design and an ultra-soft feel,” Jazwares’ says of the website’s products.
Squishmallows perfume
This year, Jazzwalles has taken a step forward and is working with fragrance veteran Joel Ronkin’s Blue Meadow brand to showcase a line “inspired by the brand’s most iconic characters.”
The company says Squishmallows is “expanding its mission to spread joy” with its debut collection of “Three Mood Boost Scents.”
“Each scent is infused with an exclusive squished marrow’s accord. It brings out the delicious blend of sweet, fluffy marshmallow notes and the technology of Emotiwabus scent, bringing out feelings of happiness, happiness and joy,” the company said in a news release. The perfume is bottled with a design featuring “Mirrors the soft and familiar shapes of Schishmallows’ “most popular characters,” and each bottle comes with a “collectible bulb atomizer” that mimics “Schishability.”
Three new Squishmallow fragrances include:
- I’ve driven away: Vanilla Amber Gourmand inspired by the mascot cam of Squishmallows The Cat and his love for comfort and comfort.
- Possibility of pink: Fruity flower greenery inspired by Patty the Cow and her family’s booth at the Farmers Market in Spring.
- The fog of the moonlight: Zumirez The Bat and fruity gourmet with flowers inspired by the enchanting forests he calls home.
Squishmallows fragrances will be available in Ulta stores and online starting October 5th and will be available between $38 and $58. Shoppers will receive a luxurious and luxurious selection of exclusive Squish Marrows by purchasing a 3.4oz Squish Marrow fragrance for a limited time at stores and at ulta.com.
contribution:
Saman Shafiq is a trending news reporter for USA Today. Contact her at sshafiq @gannett.com and follow her on X and Instagram @saman_shafiq7.
