Squishmallows: The Hottest Toy Driven by Adult Sales

Squishmallows, the soft, squeezable plush toy designed as animals or inanimate objects with big bellies and sweet faces, 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. The fandom is often likened to the Beanie Baby craze and on its way to be an enduring brand like Hello Kitty and Pokémon. The toy isn’t a fad, said toy expert and consultant Chris Byrne. It hasn’t become mainstream yet. Rather, it’s all about the fans.