Squishmallows is joining forces with CAA to bring its fandom to life with new content. Gen Z and Millennials’ beloved plush toy brand (a.k.a. the next gen beanie baby) is partnering with CAA to produce a slew of new content across film, television, video games, publishing, and more. The brand’s global presence is strong, moving over 86 million units in over 40 countries since its launch in 2017. YPulse’s Playtime trend research shows that Millennials are fueling toy fandoms, and “SquishTok”—a TikTok subculture dedicated to all things Squishmallows—has helped the brand surge in popularity along with its numerous brand licensing deals, including one with Baby Yoda. Squishmallows recently launched a YouTube animated series, “Squishville,” with Moonbug Entertainment, and its new ventures with CAA will offer young consumers new platforms for engaging with one of their favorite toy brands. (Variety)
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