If you’ve walked through a toy store, a mall kiosk, or even a gas station lately, you’ve probably seen them: round, super-soft plush toys in every color imaginable, with names like Cam, Fifi, or Beula. These are Squishmallows, and in just a few years they’ve gone from a small plush toy line to something kids and adults are both obsessed with. So what’s the real reason behind all this hype? Let’s break it down in plain terms.
How Squishmallows Actually Started
Squishmallows aren’t from a huge, well-known toy giant — they came from a smaller California company called Kelly Toys, which had already been making stuffed animals since 1986. The founder, Jonathan Kelly, took a trip to Japan and got inspired by the “kawaii” style toys he saw there — soft, round, and instantly cute. He came back and worked with a designer named Sunny Cho to build something similar, but with their own twist.
The first Squishmallows hit shelves in 2017. They didn’t blow up overnight, but they slowly built a fan base. Then in 2020, a much bigger company called Jazwares (which is backed by Warren Buffett’s Berkshire Hathaway) bought Kelly Toys. That gave the brand the money and reach to grow fast. Today, there are over 3,000 different Squishmallow designs sold in more than 60 countries.
Why People Actually Like Them
There are a few simple reasons these toys caught on so fast:
- They feel different. The stuffing is soft and marshmallow-like, so they squish easily but still bounce back into shape.
- Every character has a name and personality. This makes people pick favorites instead of buying “just a stuffed animal.”
- New designs come out constantly. There’s always something new to look for, which keeps people coming back.
- Some are hard to find. Limited releases create the same excitement you see with trading cards or sneakers — people want what’s rare.
There’s also a comfort side to this that’s easy to overlook. Holding something soft can genuinely help people relax — that’s part of why a classic teddy bear has never really gone out of style. Squishmallows just took that same comfort idea and gave it a modern, collectible spin.
The Pandemic Gave Them a Huge Push
Squishmallows were already growing before 2020, but the pandemic is really what turned them into a full-blown trend. People were stuck at home, looking for small comforts, and soft toys that could double as a pillow or a desk buddy fit perfectly. At the same time, more people were spending time on social media, and sharing plush toy collections online became its own little community.
Collecting Became Part of the Fun
Once people had one or two, many wanted more. This is where the “collector” side of Squishmallows really took off. A shelf full of ocean animals says something different than a shelf full of unicorns or Halloween characters, so people started using their collections to show off their personality, almost like a hobby.
This collecting habit also created a resale market. Some limited or rare Squishmallows now sell online for much more than their original price, similar to how rare toys or cards get traded.
The Numbers Back It Up
This isn’t just internet hype — the toy industry has noticed too:
- In 2022, Squishmallows was named the #1 best-selling toy in the U.S. by NPD, a company that tracks retail sales data.
- The brand has won multiple “Toy of the Year” awards.
- New characters are still released on a near-weekly basis, keeping the collection fresh.
If you’re looking for smaller, budget-friendly plush and toy options while you’re at it, our toys under $10 guide is a good place to start.
Why the Trend Hasn’t Slowed Down
A lot of toy trends fade fast, but Squishmallows have managed to stick around. The mix of comfort, constant new releases, and a strong online community keeps people interested year after year. It’s not just a kids’ toy anymore — plenty of teens and adults collect them too, which is part of what makes this trend different from most.
If you want to read more about the brand’s background, both Wikipedia’s Squishmallows page and the official Jazwares brand page have more details on the full product lineup.