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Jazwares to Launch Squishville

Jazwares to Launch Squishville

Jazwares is building on its hugely successful plush brand Squishmallows with the launch of an all-new colourful and squishy brand extension called Squishville which is set to debut at UK retail from December 2020. The squeezable range will expand the universe of its globally beloved Squishmallows by introducing the UK’s first all-plush playsets.   

Holly Oldham, Managing Director, UK & Nordics at Jazwares said, “Squishville takes everything that kids love about Squishmallows – their soft texture, unique feel and adorable personalities and injects a whole new level of playability by creating a plush world for these loveable characters.  We can’t wait to introduce Squishville to children this winter and look forward to starting this exciting new chapter for the brand moving into 2021!”  

Consumer demand for Squishmallows is flying high with over 55 million pieces sold globally and 700k pieces sold in the UK alone. The new Squishville playsets and accessories will give kids the opportunity to extend their play pattern with an exclusive new line of 2” mini-collectible plush and an imaginative range of environments, playsets, vehicles, and related accessories in a variety of price points. An assortment of over 120 characters will be available by summer 2021 including rare minis to fuel collectability, with a huge new set of characters to follow in autumn 2021. Jazwares will market the toy line through its global distribution channels across mass market, gift, specialty and toy retailers and supermarkets. A strong roster of retailers in the UK are already lining up to stock the products this Christmas including Argos, Asda, Tesco, The Entertainer and Smyths.

A national marketing campaign will include TV sponsorship on Channel 5 Milkshake! in Dec followed by dedicated social content, digital advertising and a national PR campaign that includes endorsement from high profile parenting influencers and celebs.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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