Squishmallows have grown from a quiet lineup of 8 plush characters into one of the best-selling toy brands on the planet — but every phenomenon starts somewhere. If you've wondered who invented Squishmallows, the answer starts with one man's trip to Japan, a California company with over 30 years of plush history, and a passion for creating soft toys that bring joy to fans of all ages.
Key Takeaways
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Squishmallows were invented by Jonathan Kelly, co-founder and co-president of Kellytoy, after he was inspired by Japan's kawaii toy culture.
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Kellytoy was founded in 1986 — the brand had over 30 years of experience making plush toys before Squishmallows launched in 2017.
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Jazwares acquired Kellytoy in April 2020; Jazwares is now a Berkshire Hathaway company.
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Over 400 million Squishmallows have been sold across 3,000+ designs in more than 60 countries as of 2024.
Who Created Squishmallows?
Jonathan Kelly and his team created Squishmallows in 2017. As co-founder and co-president of Kellytoy (officially Kelly Toys Holdings LLC), he envisioned offering unparalleled softness and unique, adorable characters — a concept that quickly captured the public's imagination.
Kelly's idea was to make soft plush toys that combined comfort, cuteness, and quality — the perfect squishy companions for collectors, kids, and adults who just needed a new hobby. He and designer Sunny Cho spent several months developing cute, huggable toys that emulated the "kawaii" aesthetic of Japanese plush culture. The result was Squishmallows — round, marshmallow-textured characters that quickly became the most talked-about toys on the market.
The Squishmallow craze can be traced to that original vision. Each character isn't just a plush toy — it's a little personality you connect with, which is exactly what these creators set out to make. The line went viral the moment the world needed it most.
But what are Squishmallows really made of?
What Is the History of Kellytoy?
To fully understand who invented Squishmallows, it helps to know where Kellytoy came from. Kelly Toys Holdings LLC was founded in 1986 — more than 30 years before Squishmallows ever hit a shelf. Jonathan Kelly originally built the company around toys for claw machines and amusement park prizes, and the majority of its catalog before Squishmallows was licensed fair and arcade merchandise. Kellytoy was also behind the licensed production of stuffed animals for Sonic the Hedgehog, Care Bears, Betty Boop, and Strawberry Shortcake during those early years.
That deep licensing history mattered. When Kellytoy was ready to partner with a larger distributor, they had the infrastructure and the reputation to make it work. The creation of Squishmallows was inspired by a desire to combine comfort and cuteness in a character — the founders envisioned something that would offer visual appeal and an exceptional tactile experience to kids and adults alike.
This vision led to the development of Squishmallows, which quickly became known for their plush texture, instantly recognizable shape, and charming personalities. Today, Squishmallows is owned by Jazwares and sold in thousands of stores worldwide and on Kellytoy's own website — for friends and collectors everywhere.
When Were They First Introduced?
Squishmallows were first introduced in 2017. This Squishmallow line quickly gained popularity thanks to its unique blend of ultra-smooth fabric, adorable characters, and huggable design.
The initial release featured a collection of eight distinct Squishmallows, each with its own personality and backstory.
Since its debut, Squishmallows have expanded into numerous characters and sizes, with rare Squishmallows nowadays.
What Inspired The Creation Of Squishmallows?
The creation of Squishmallows [1] was inspired by a desire to combine comfort and cuteness in a plush. The founder envisioned something that would offer visual appeal and an exceptional tactile experience to both children and adults.
This vision led to the development of Squishmallows, which quickly became known for their plush texture, shape and charming personalities.
What Made Them So Popular?
Squishmallows (like Hello Kitty plushies, for example) soared in popularity due to their irresistibly smooth texture and charming, diverse characters.
The unique blend of plush comfort and cute designs create an appealing wave to children and adults. Also, the brand’s effective marketing further fueled its success, creating a viral sensation.
Limited editions and themed releases kept fanatics engaged and eager to collect Squishmallow more. Many retailers and stores sell Squishmallows nowadays due to high demand. Check out this cool Squishmallows birthday list here.
How Did Jazwares Get Involved?
In April 2020, Jazwares officially acquired Kellytoy, bringing Squishmallows under a global toy distributor with the muscle to expand into many retailers everywhere. In a press release announcing the acquisition, Kellytoy co-president Jonathan Kelly noted that the partnership with Jazwares represented the logical next stage of growth after years of building the brand.
The timing was remarkable. Just as the pandemic drove consumers indoors and toward comfort, Squishmallows were suddenly appearing in Target, Walmart, Five Below, Hot Topic, and dozens of other retail stores. The Jazwares partnership also opened up major property licenses, leading to collaborations with Hello Kitty, Pokémon, Disney, Star Wars, Marvel Comics, Harry Potter, and many more.
Berkshire Hathaway became the parent company of Jazwares in late 2022 through its acquisition of Alleghany Corporation, making Squishmallows part of Warren Buffett's conglomerate. By 2022 alone, 100 million Squishmallows were sold in a single year, with the Squishmallows brand driving approximately 40% of Jazwares' total revenue.
FAQs
Who was the first Squishmallow ever made?
The first-ever Squishmallow was "Cam the Cat," who is part of Kelly Toy's original 2017 collection. Cam the Cat's soft texture and endearing design set the standard for the brand and helped establish Squishmallows as a beloved plush toy phenomenon. This feline friend paved the way for many more Squishmallow releases.
What is the rarest Squishmallow in the world?
The rarest Squishmallow is generally considered to be Jack the Black Cat. He likes to jump in and out of boxes, and build forts with his friends, Hoot and Wendy. Only 500 were ever made and sold to stores, making this Squishmallow incredibly sought after by collectors. His limited production and unique Squishmallow design contribute to his high-value tag.
Who owns the most Squishmallows?
Emma, known as Squishmallows Emma on Instagram and YouTube, likely owns the most Squishmallows. She has accumulated around 460 plushies so far. However, her Squishmallow collection is still growing as she plans to continue acquiring more. But are there fake Squishmallows?
Who owns Squishmallows now?
Squishmallows is owned by Jazwares, which is in turn owned by Berkshire Hathaway through its acquisition of Alleghany Corporation in late 2022. The brand remains under Jazwares' operational leadership.
Are Squishmallows still popular?
Yes. According to Circana's retail tracking data, Squishmallows was the #1 best-selling toy in the United States in the first half of 2024, holding 5 of the top 10 spots. More than 400 million have been sold globally as of August 2024.
From humble beginnings in 2017, Squishmallows have captured hearts all over the world. Their irresistibly soft design, charming characters, and high-quality construction fueled a rise that no one could have predicted when the very first plush toy in the lineup showed up at Walgreens. These are toys that bring joy every season, in new designs and sizes — and there's always a new favorite waiting to be found. Browse our Squishmallows collection to find fan favorites, seasonal drops, and hard-to-find styles before they're gone.
Final Thoughts
From humble beginnings in 2017, Squishmallows have captured hearts worldwide. These irresistibly soft plush collections are cherished companions offering comfort and joy. Their unique blend of softness, adorable characters, and high-quality craftsmanship has fueled their meteoric rise.
With a vast array of characters and sizes, Squishmallows continue to delight fans of all ages, solidifying their status as a beloved cultural icon in the toy community.
So, check Toynk's Squishmallow collection now and have your favorite Squishmallow purchased right away!
References:
- https://squishmallowsquad.fandom.com/wiki/Squishmallows_Wiki
- https://www.nytimes.com/2021/03/16/style/squishmallows.html
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https://www.cnbc.com/2023/07/02/how-toy-sensation-squishmallows-joined-warren-buffetts-conglomerate.html
