Squishmallows is expanding rapidly across key lifestyle categories, including fashion, accessories, home, health & beauty and more. Squishmallows from Jazwares is a global lifestyle brand that has become one of the most beloved and fastest-growing properties in the world. Since launching its licensing programme in 2022, Squishmallows has expanded rapidly across key lifestyle categories, including fashion, accessories, home, health & beauty, publishing and confectionery. At BLE stand C181, Jazwares is excited to showcase the next chapter for Squishmallows, bringing its soft, cute and collectible DNA to even more lifestyle categories. With strong retail traction, cultural relevance and emotional connection across all ages, Squishmallows continues to redefine what a plush brand can be.