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

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

TL;DR

  • 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...

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