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Squishmallows Have Successfully Made Fans of Gen Z, Millennials, and Gen Alpha

We sat down with Jonathan Kelly, co-president of Kellytoy, to find out just how Squishmallows became the viral, collectible sensation they are…

Written and Edited by the YPulse Editorial Team

Feb 16 2023
North America

KEY TAKEAWAYS

Squishmallows have a huge online fandom of Gen Z and Millennials, who collect the hundreds of characters
Media brand collab lines draw in new fans, and are especially popular among collectors for their exclusivity
By giving each character a name, pronouns, and personality, Squishmallows also has fans appreciating their inclusivity

Squishmallows have been around since 2017 but they’ve exploded in demand since the beginning of the pandemic. During an anxiety-filled time, everyone turned to things that bring them comfort and little bits of joy—and Squishmallows’ popularity skyrocketed as Gen Z and Millennials alike found joy in buying and collecting (and hugging) the soft, squeezable toys made by Kellytoy. The brand has now sold over 100M squishy friends, and only continues to release new characters to collect and love. The “huggable, collectible plush toys,” which usually come in the sizes of eight, 12, and 16 inches as well as the larger,...