Squishmallows Boosts EMEA Licensing Programme
The Squishmallows European Consumer Products programme has grown exponentially with over 10 new deals signed in the last six months and exciting new agency partners now on board. Squishmallows has transcended from a plush powerhouse to a global brand phenomenon.
Since 2017, Squishmallows has been famed for its unparalleled softness and adorable designs. Its unique and lovable personalities have captivated fans of all ages, propelling it to the #1 plush brand worldwide. With a presence in over 60 countries, Squishmallows’ broad appeal has led to the sale of over 400 million Squishmallows.
Positioned as an industry-leading lifestyle franchise, expanding across FMCG, apparel, homeware, stationary, and more, the European Consumer Products team are looking to continuously enhance the successful licensing programme by partnering with the region’s best-in-class partners.
Within softlines Fashion UK has joined the Squishmallows apparel and accessories portfolio for daywear, nightwear, and accessories for both UK and Europe. Footwear partner Poetic Brands has extended its regional rights after massive success with the Squishmallows plush slippers in AW23. Hunter Price has extended its current rights to include jewellery and hair accessories for the UK.
Quarto is publishing the first Squishmallows Baking Book with themed recipes. Currently, on pre-sale across all good online retailers, it will launch on September 3rd, 2024 globally.
Following successful UK launches Curious Universe has been granted further European expansion rights for art and craft publishing formats, including sticker books, crafting sets, and colouring formats.
Expanding Squishmallows’ success in the home category, Fizz Creations is onboard as a partner for home decor and gifting, including lighting and small domestic appliances for the EU, which are due to launch at retail later this year. Longstanding home partner Character World has expanded rights to include storage and logo pegs for Europe in addition to core home. Hox Global Ltd (Formerly Zak UK) have come on board as a partner for housewares, drinkware and back to school lunch bags and will be offering a personalisation service via Fringoo. Longstanding home partner Character World has expanded rights to include storage and logo pegs for Europe in addition to core home. Hox Global Ltd (Formerly Zak UK) have come on board as a partner for housewares, drinkware and back to school lunch bags and will be offering a personalisation service via Fringoo.
