Squishable vs Squishmallow: What's The Difference? (2026)

Choosing between Squishable and Squishmallow isn't as simple as picking the squishier one. Both brands have passionate collector communities, but they deliver very different experiences in texture, design, price, and availability.

We've broken down the key differences so you can find the perfect squishy friend — or decide which collection to start first.

Check All Available Squishmallow Sizes Here

Key Takeaways

• Squishmallows are softer and more widely available, retailing at major retailers like Target and Walmart, with over 3,000 designs created since 2017 and 400 million+ units sold globally.

• Squishables offer a firmer, denser feel with more artisan-quality designs — over half of which originate from fan submissions through Project Open Squish.

• Price ranges differ significantly: Squishmallows start around $6–$8 for smaller sizes, while Squishables range from compact Micros to large Massives that can reach $150.

• Both brands have thriving collector communities, but Squishmallows dominate mass-market retail while Squishables appeal more to collectors seeking unique designs.

What Is the Difference Between Squishable and Squishmallow?

Many people interchange Squishable and Squishmallow because both brands sound almost the same and offer irresistibly squishy plush toys. But the differences go well beyond the name.

Squishmallows are soft, flat-faced plushies with a marshmallow-like feel and a massive licensed character lineup — spanning adorable animals, whimsical food items, and fantasy characters across hundreds of squads. Squishables are rounder, firmer stuffed animals built around fan-designed characters — from comfort food classics to mythical creatures and everything in between.

The short answer: Squishmallows win on softness and accessibility. Squishables win on design uniqueness and collector depth. But these are more than just toys — they're a whole scene.

Squishmallows dominate the mass market with over 1,000 designs and major retail presence, while Squishables appeal to collectors seeking unique, artisan-quality plushies with community-driven designs.

Read: Squishmallows Master List

Side-by-Side Comparison Table: Squishable vs Squishmallow

Feature	Squishmallows	Squishables
Texture	Ultra-soft, marshmallow-like (our team rates it 9.5/10 for squishiness — editorial rating)	Firmer and denser, still huggable (our team rates it 8/10 — editorial rating)
Price Range	~$6–$50+ retail; rare designs command far higher resale prices	~$10–$150+ retail depending on size
Availability	Major retailers like Target, Walmart, CVS, and many authorized online retailers	Primarily online at squishable.com; limited physical presence
Sizes	3.5-inch clip-ons up to 24-inch plush, plus sub-brands	Various sizes from Micros (~3 inches) up to Massives (~24 inches)
Design Source	Licensed characters + proprietary designs	50%+ fan-submitted through Project Open Squish
Customization	No	Yes — dress-up accessories available
Washability	Machine washable with care; see our Squishmallow washing guide	Hand wash recommended
Collectibility	Official Rarity Scale with color-coded tags; 130,000+ member Reddit community	Frequent retirements create urgency; strong secondhand market

What Do Squishable and Squishmallow Feel Like?

Texture & Shape

Squishmallows Texture

Squishmallows are built around a proprietary blend of super-soft spandex exterior and low-density polyester fiber filling. This combination creates their signature marshmallow-like compression — they're incredibly soft, they conform to your grip, and they bounce back to their original shape after being squished. The effect is closer to hugging a cloud than a traditional stuffed animal, which is a big part of what drives their sensory appeal and popularity. Many fans — including those with sensory sensitivities — specifically seek out Squishmallows for that tactile comfort and the joy they bring to everyday life.

Squishables Texture

Squishables use 100% polyester fabric with denser stuffing, which results in a firmer, rounder shape that's still very huggable. Some of the larger Squishables also include polyethylene pellets for added weight and stability, giving them a satisfying heft. The trade-off is that they won't compress as dramatically as a Squishmallow — but the denser fill also means they hold up well under heavy squishing over time, which matters for longevity.

 But how do you wash a Squishmallow?

How Do Squishable and Squishmallow Designs Differ?

Squishmallows Design Philosophy

Squishmallows launched in 2017 with a focus on cute, approachable characters — pastel-colored, adorable animals, food items, and eventually a wider range of licensed designs spanning sports teams, pop culture franchises, and holidays. Storytelling is baked into every plush toy: each Squishmallow character comes with a name and a fun backstory, which adds charm and collectible appeal.

With over 3,000 characters designed since launch and more than 2,500 currently available, the roster is enormous. The 8-inch size alone offers 1,000+ character options. Sub-brands like HugMees, Squishville, Stackables, Flip-A-Mallows, and Micromallows add even more variety for collectors who want something beyond the standard round shape.

Squishables Design Philosophy

Squishable was founded in 2007 by married couple Aaron Glazer and Zoe Fraade-Blanar in New York with a genuinely unusual concept: letting fans design the products. Their Project Open Squish program allows community members to submit designs, vote on favorites, and watch winning concepts come to life as adorable plush toys.

The result is a catalog filled with genuinely quirky, sometimes unexpected stuff — the Plague Doctor plush remains one of the most beloved examples — that feels more like artisan collectibles than mass-market merchandise. More than half of all Squishable products originate from fan submissions, which gives the brand a character and charm that's hard to replicate.

Squishables also offers multiple product lines beyond the standard round plush, including Comfort Food plushies, Snugglemi Snackers, Undercovers, and limited Capsule Collections that frequently sell out and retire.

What Sizes and Prices Are Available for Each Brand?

Squishmallow Sizes

Squishmallows come in an extensive range — from the 3.5-inch clip-on designed to hang on bags and keys all the way up to the 24-inch large plush. The full standard lineup runs: 3.5", 5", 7", 8", 11", 12", 14", 16", 20", and 24". Note that Jazwares has officially discontinued the 13-inch size, making existing 13-inch Squishmallows increasingly sought after on the secondary market. Some sizes (7-inch, 11-inch, and 24-inch) are retailer-exclusive. For a complete breakdown of every size, check out our Squishmallow sizes guide.

Retail pricing for Squishmallows generally ranges from around $6–$8 for smaller clip-on and 5-inch sizes up to $50 or more for larger plush toys. Rare and limited-edition designs can command dramatically higher resale prices — Jack the Black Cat has sold for $1,800–$2,500 on the secondary market, and JSK the Cat has seen confirmed sales of up to $6,700.

Squishable Sizes

Squishables come in various sizes: bite-sized Micros (approximately 3 inches, around $10–$15), Minis (approximately 7 inches, around $20–$37), Standard sizes (approximately 15 inches, around $45–$50), and the impressive Massive (approximately 24 inches, around $150). Buyers expecting "small and affordable" should know that the Massive tier exists — it's a significant price jump from the more familiar Mini sizes.

Retired Squishable designs are worth factoring into your budget as well. Popular Minis that sell out at retail can climb to $60–$100+ on eBay once they're gone, so it's worth hunting for favorites while they're still available.

Read: Are There Fake Squishmallows?

Brand/Company

Squishable: The Indie Pioneer (2007)

Squishable was founded by married couple Aaron Glazer and Zoe Fraade-Blanar in 2007, starting as a small, New York-based company with a revolutionary concept: allowing fans to design their plushies. Their "Project Open Squish" program allows community members to submit designs, vote on favorites, and see winning concepts come to life.

This grassroots approach has created a loyal following among collectors who appreciate the adorable Squishable's artisanal quality and unique designs, such as their famous Plague Doctor plush toys.

Squishmallow: The Viral Sensation (2017)

Squishmallows were launched in 2017 by Kellytoy LLC (now owned by Jazwares) and gained popularity during the pandemic. Created as prizes in crane games, they became TikTok sensations, garnering over 13 billion views under the #Squishmallows hashtag.

With over 400 million units sold globally, Squishmallows transformed from carnival prizes to must-have collectibles, especially among Gen Z collectors who fuel trading communities and hunt for rare releases.

Durability & Care Instructions

Both brands prioritize quality construction but require different care approaches.

Cleaning Guidelines

Squishmallows:

• Machine wash cold in protective pillowcases

• Air dry only (heat damages spandex)

• Spot clean for minor stains

Squishables:

• Hand wash recommended with mild detergent

• Spot cleaning for accessories

• Air dry to maintain fluffiness

Both maintain their softness with proper care, although Squishmallows' thinner fabric may show wear more quickly with frequent handling.

Customization & Accessories 

Squishmallow Personalization

Squishmallows offer limited customization:

• Name tags and adoption certificates

• Seasonal themed releases

• Licensed collaborations

• No physical accessories

Squishable Dress-Up Fun

Squishables excel in customization with "Undercovers" — purchasable costumes that transform your plush:

• Wizard robes and witch hats

• Superhero capes and masks

• Seasonal costumes

• Fantasy themes

This unique difference lets collectors create personalized displays and change their Squishables' look seasonally.[1]

Read: Squishmallow Birthday Party Ideas

Popularity

Squishmallows are more popular than Squishables. However, its popularity was covered with controversy due to reselling allegations. 

Kellytoy LLC sold 50 million Squishmallows between February 2020 and October 2021, bringing the total number sold to over 100 million since their launch.

Social media has largely fueled this, as platforms like Instagram, Reddit, and TikTok now host Squishmallow communities with thousands of users [2].

Where Did Squishable and Squishmallow Come From?

Squishmallows History

Squishmallows launched in 2017 when Kellytoy LLC (now owned by Jazwares, a Berkshire Hathaway company) debuted the line at Walgreens. By February 2020, Kellytoy had already sold more than 50 million units total — and then the pandemic accelerated growth dramatically, with sales increasing over 800% compared to 2019 levels by October 2021. The brand has since sold over 400 million units globally as of the end of 2024 and earned recognition as the NPD #1 Best Selling Toy in 2022. Jazwares first reported $1 billion in total revenue in 2021, with Squishmallows accounting for approximately 40% of that figure — a share that has held steady since.

Squishable History

Squishable has operated as a smaller, community-focused brand since Aaron Glazer and Zoe Fraade-Blanar launched it in 2007. The brand built its following organically through Project Open Squish and has cultivated a loyal collector base that appreciates the artisanal approach to design. Squishable focuses primarily on direct-to-consumer sales, with a strong online presence and a handful of physical retail locations — a world apart from the mass-market footprint of Squishmallows.

Which Is Better for Collectors: Squishable or Squishmallow?

Both brands offer genuine collector appeal — but they attract different types of collectors and serve different needs.

Squishmallow Collectibility

Squishmallows have a formal Rarity Scale, introduced in April 2022, that uses color-coded hangtag seals to indicate production limits: silver tags indicate approximately 75,000 units, gold tags around 50,000, holographic tags around 20,000, and black Select Series tags cap at 10,000. Founder's Edition tags are rarer still. The r/squishmallow community on Reddit has grown to 130,000+ members and is actively used for trading, rarity research, and authentication. For a full breakdown of characters and rarity tiers, our Squishmallow master list covers 2,500+ designs.

One important note: tag condition matters for cuddling fans and collectors alike. A rare Squishmallow without its original hang tag can lose 50–70% of its resale value on the secondary market. Post-2021 Squishmallows include a scannable QR code on the tag for authenticity verification — a must-have tool for spotting fakes.

Squishable Collectibility

Squishable's collectibility comes primarily from retirements and limited runs. Popular designs are pulled from regular production with little warning, quickly driving up secondhand demand. Serious Squishable collectors recommend checking the official Squishable retired list before buying secondhand to verify authenticity and avoid off-brand imitations. First-time buyers can also take advantage of the Squishable SQUEE Club — signing up earns a 20% off coupon and a mystery Micro on the first purchase, which makes it a great way to snag your first friend at a discount.

Where Can You Buy Squishable and Squishmallow?

Squishmallows and Squishables differ significantly in retail availability. Squishmallows are stocked at major retailers, including Target, Walmart, CVS, Hot Topic, and Five Below, as well as many authorized online retailers.

Buying from an authorized source matters — counterfeit Squishmallows are a documented problem on eBay, Amazon, and Facebook Marketplace, convincing enough to fool even experienced collectors. Red flags include stock photos instead of actual product images, pricing that seems too good to be true, and blurry tag printing. Our team has written a full guide on how to spot fake Squishmallows if you want the complete breakdown.

Squishables are sold primarily through squishable.com and are not stocked at mass-market retailers. This makes availability more limited but also more predictable — you generally know where to buy at retail price and can dive into the full catalog without worrying about counterfeits.

Read: Tips In Wrapping Squishmallows

Price Tag

Squishmallow Affordability

Squishmallows offer budget-friendly collecting:

• 3.5-inch clip-ons: $6-$8

• 8-inch standard: $15-$20

• 12-16 inch: $20-$30

• 20-24 inch jumbos: $40-$50

Wide retail availability keeps prices competitive, though rare releases can command higher resale prices.

Squishable Premium Pricing

Squishables' position as premium collectibles:

• Mini (7-inch): $25-$35

• Standard (15-inch): $40-$50

• Limited editions: $60-$90

• Massive sizes: $100+

Higher prices reflect smaller production batches, premium materials, and artisan-quality construction. 

But what's the rarest Squishmallow?

Best Seller Squishmallows

BITTIE THE CHOCOLATE MILK SEA COW SQUISHMALLOW

Bittie is a delightful fusion of a cow and a manatee, boasting the light brown body of a cow complemented by a tan manatee snout. 

Measuring approximately 12 inches, Bittie is the perfect size for snuggling and collecting. 

KAMILI THE DEEP SEA PIG

Here comes Kamili, ready to fulfill their dream of becoming a traffic coordinator and guiding others through the bustling streets. 

Measuring 8 inches tall, Kamili is the perfect size for cuddling and collecting. Crafted from incredibly soft spandex and polyester stuffing, Kamili promises endless crazy, cuddly fun.

FAQs

Which came first, Squishmallow or Squishable?

Squishable came first because the company started in 2007. Ten years later, Kellytoy LLC released Squishmallows.

However, although Squishable came first, Squishmallow's popularity kicked off in 2020, making it more popular than the former.

Is Squishable a knock-off of Squishmallow?

No, Squishable is not a knock-off of Squishmallow. Squishable is a reputable brand that manufactures plush toys like Squishmallow.

The collectible has been in the scene since 2007, and since then, it has built its brand name until it successfully became a top-tier toy company.

Which is softer, Squishable or Squishmallow?

Squishmallows are softer by most accounts. Their low-density polyester fill and spandex exterior create a marshmallow-like compression that yields completely to the squeeze. Squishables use denser polyester stuffing (plus pellets in larger sizes) for a firmer, rounder feel. Our team rates Squishmallows at 9.5 out of 10 for squishiness and Squishables at 8 out of 10 — though both scores are editorial ratings, not third-party tested data.

How many Squishmallow designs are there?

Jazwares has designed over 3,000 Squishmallow characters since the brand launched in 2017, with more than 2,500 currently available to collect. The lineup spans everything from seasonal holiday squads to licensed pop culture collaborations. You can explore the full roster in our Squishmallow master list.

Are fake Squishmallows a real problem?

Yes — counterfeit Squishmallows are widespread on eBay, Amazon, and Facebook Marketplace. Jazwares (via Kelly Toys) has pursued legal action against counterfeiters, including a notable case against Alibaba. Authentic Squishmallows can be identified by two official tags (a hang tag and a tush tag), tight even stitching, and — on post-2021 models — a scannable QR code. Buying from authorized retailers is the safest way to protect against fakes. See our full guide on spotting fake Squishmallows for everything to check.

What are the different Squishable sizes?

Squishables come in four main sizes: Micro (approximately 3 inches), Mini (approximately 7 inches), Standard (approximately 15 inches), and Massive (approximately 24 inches). Prices scale significantly — Micros start around $10–$15, while Massives can reach approximately $150. Squishable also releases limited Capsule Collections and sub-lines, such as Comfort Food, Snugglemi Snackers, and Undercovers, each with its own size profile.

Which lasts longer, Squishable or Squishmallow?

Squishables' denser polyester fill generally holds up better to heavy, repeated squishing over time. Squishmallows' thinner fabric and lighter fill can show wear more quickly under intense play — though millions of collectors find them perfectly durable under normal use. For kids who plan to squeeze and toss daily, Squishables' sturdier construction may be the better long-term investment.

In Conclusion

Both Squishmallows and Squishables earn their massive followings — they just earn them in different ways. Squishmallows and Squishables each bring something real to the plush toy world: Squishmallows deliver unmatched softness, an enormous licensed character roster, and accessibility at stores you already shop at, while Squishables offer community-designed characters, a distinctive artisan feel, and a collector's market built on genuine scarcity.

Whichever side of the squishy debate you land on, our Squishmallow collection has the designs, sizes, and squads to keep your shelf full.

Reference:

1. https://hub.jhu.edu/magazine/2015/spring/squishable-stuffed-animals-profile/ 
2. https://www.theguardian.com/lifeandstyle/2022/jan/30/squishmallows-toys-collecting