Tthe maker of the popular Squishmallows brand, Jazwares has announced a collaboration with the Swedish multinational clothing company H&M. This partnership marks a significant milestone as it brings together Jazwares' expertise in creating beloved toys with H&M's prowess in fast-fashion.
Jazwares, has a portfolio that includes action figures, plush toys, collectibles, and musical instruments. The acquisition of Kellytoy in April 2020 brought the Squishmallows brand under its umbrella, further solidifying its position in the plush toy market. Squishmallows, which debuted in 2017, have become a collectible craze with their whimsical designs and ultra-soft feel.
Recognized by The Toy Association with multiple Toy of the Year Awards, including License of the Year and Overall Toy of the Year, Squishmallows have not only dominated the plush toy segment but have also sparked a global lifestyle movement. H&M, on the other hand, H&M is a titan in the fashion industry, celebrated for its commitment to sustainable and affordable fashion. With a presence in over 70 markets and a reputation for being at the forefront of fast fashion, H&M continues to offer trendy and quality apparel to the masses.
“Partnering with H&M, a global force in fashion, allows us to authentically translate the world of Squishmallows into stylish apparel and accessories we know consumers will love,” said Sam Ferguson, Senior Vice President of Licensing, Jazwares. “We are steadfast in our vision to expand Squishmallows into a full 360-degree lifestyle brand and are eager for fans to add this epic collection to their wardrobes.”
Over the last year, Jazwares has been focused on evolving Squishmallows as a lifestyle brand with world-class partners across fashion, gaming, and many lifestyle categories, adding to its illustrious portfolio of more than 70 best-in-class licensees.
"Squishmallows is loved by many kids around the world, and we are so excited to be offering a unique collection to all Squishmallows fans,” says Sofia Löfstedt Head of Creative and Design H&M Kids.
The fusion of Jazwares' Squishmallows and H&M's fashion expertise has resulted in a vibrant apparel and accessories collection that promises to be as cuddly as it is chic. The 42-piece collection, designed for kids and tweens, features an array of items including slippers, pajamas, t-shirts, dresses, ear muffs, hoodies, and more.
Each piece in the collection embodies the unique personalities of the Squishmallows characters, making them irresistible to fans. A standout item in the collection is 'Rodry', a yellow bearded dragon Squishmallows plush, which sports a new look exclusive to H&M.
This collaboration not only offers new ways for fans to engage with their favorite Squishmallows but also showcases Jazwares' commitment to expanding the brand into a full-fledged lifestyle label. The collection made its debut online on December 7, 2023, and hit stores globally on December 21, 2023. This launch is a testament to Jazwares' vision of partnering with world-class brands across various lifestyle categories to create innovative play experiences.
