Squishmallows are the ultra-soft, marshmallow-like plush toys that took the world by storm, and never really let go. If you're new to the craze or looking to understand what all the squishing is about, we've got you covered.
From their surprisingly rich history to the thousands of characters you can collect, here's everything you need to know about what a Squishmallow is and why fans of all ages can't stop collecting them.
Key Takeaways
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Over 400 million units have been sold worldwide as of August 2024, with more than 3,000 styles confirmed.
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Sizes range from 3.5-inch clip-ons to 24-inch jumbo plushies, with the 8-inch size being the most popular among collectors.
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Adults 18 and up are the primary buyer demographic — Squishmallows drove 40% of Jazwares' total revenue and are far more than a children's fad.
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Buying from authorized retailers is the best way to ensure you're getting an authentic Squishmallow, not a counterfeit.
What Is a Squishmallow?
A Squishmallow is a round, incredibly soft plush toy made from a proprietary spandex-polyester blend that gives it that signature squishy, marshmallow-like feel. Each one comes with a name, a unique design, and a short biography printed on its tag — part of what makes the collecting experience so addictive. Whether they're shaped like animals, food, fantasy creatures, or pop culture characters, Squishmallows are designed to be equal parts display piece and comfort companion.
The brand launched in 2017 under Kellytoy — also known as Kelly Toys — a California-based plush company that had been in the business since 1986. Kelly Toys founder Jonathan Kelly was inspired by the soft, round plushies he encountered during a trip to Japan, where he and his team spent several months developing a toy that captured the soft, cute, kawaii look of Japanese plush toys.
The first Squishmallows weren't even sold in retail stores — they debuted as claw machine and fair prizes before expanding to shelves at Walgreens. Jazwares, a Berkshire Hathaway subsidiary, acquired Kelly Toys in April 2020 and expanded distribution, helping turn a beloved novelty into a global phenomenon.
As of August 2024, more than 400 million Squishmallows units across 3,000 styles have been sold worldwide.
But what's the first Squishmallow ever?
A Brief History
According to Jonathan Kelly, co-president of Kellytoy company [1], the popularity of Squishmallows started when it was launched in 2017 at Walgreens. Since then, it has attracted a huge audience of different ages.
The stuffed animals, fruits, and characters have their names and a unique personality [2]. The popularity of these toys is brought by the love of Gen Z worldwide due to the comfort they give, especially last year during the pandemic.
Numerous videos are posted on social media where Squismallow enthusiasts and collectors show off their stuffed animals on their Instagram accounts. One is Terrie Peters, who has two kids living on the Atlantic Coast and loves exploring Florida's theme parks or a small beach town with her Squishmallows.
Find out the best place to buy Squishmallows here.
What Are Squishmallows Made Of?
Every Squishmallow is manufactured with a super-soft spandex exterior and polyester fiber cluster stuffing — the combination that creates the distinctive squishy, huggable feel. The softness comes from high-quality polyester fiber fill that bounces back after squeezing.
According to Squishmallows' official social channels, they are manufactured in China. The materials meet ASTM F963 — the mandatory U.S. toy safety standard — and are CPSIA compliant, covering flammability, lead content, phthalates, and mechanical hazards.
The quality and consistency of Squishmallow materials are one of the easiest ways to spot a fake. Counterfeit versions are often manufactured with stiffer, lower-quality fill that doesn't have the same softness or bounce. We have a full guide on how to spot fake Squishmallows if you want to make sure your collection stays authentic.
Popular Squishmallow “Squads”
Fruit Squad
Squishmallows has a famous fruit squad, including Phyllis the Peach, Maui the Pineapple, and Wanda the Watermelon. Squishmallow can be sent as gifts for friends and companions or as an addition to your collection!
These Squishmallow toys measure 2 inches and are made from high-quality materials and filling, making them more adorable and fun!
Cow Squad
The Kellytoy Company has also produced a squishy stuffed animal: the Cow Squishmallows Squads. This comes in three coordinating colors; you can easily purchase them online!
Because of its fluffy texture, the Squishmallow is a great comfort and pillow pal. It is a 12-inch plush toy you can add to your collections or give to friends, kids, and kids at heart. Find out what the cutest Squishmallow is here.
Pig Squad
Fans may also love the pig squad that comes in various designs. Some have pale purple patches, curly ears, and round black eyes. Squishmallow enthusiasts can enjoy these pig-designed, ultra-soft plush toys curated with high-quality material in their collections!
Frog Squad
This is another squishy plush toy to add to your collections! Many fans have been posting videos with their frog squad plushies on social media for good reasons.
You may choose from various characters in the Frog Squad, like Baratelli, Alandy, Fanina, Ludwig, Philippine, Robert, and Wendy. They all have unique colors, names, appearances, and interesting storylines that everyone in the community will love!
Bird Squad
The bird squad comprises five adorable Squishmallows, all in different sizes, colors, and shapes. One is Priscilla, a blue peacock who is also part of the Zoo squad. She loves helping others and spending time with her friends trying out new activities!
Leopard Squad
The Leopard Squishmallows squad has also been one of the fan favorites and has the most eos on social media. Most have green, blue, or gray outline spots and sparkling inner ears.
Each squad member has unique stories that kids and adults will adore. One of them is Liv, who wants to build rocket ships as she ages.
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What Sizes Do Squishmallows Come In?
Squishmallows come in different sizes, making them collectible at every scale. Originally sold in 4 sizes, the brand now offers 12 different sizes, ranging from a clip-on 3.5 inches to a large 24 inches:
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3.5 inches — clip-on size, perfect for bags and keychains
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5 inches — great for desk displays and starter collections
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7 inches — a popular mid-size option
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8 inches — the collector sweet spot; widest character selection and most accessible price point
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11 inches — a comfortable medium for cuddling
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12 inches — another popular, larger size
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16 inches — great as a bed pillow or display piece
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20 inches — statement-size for shelves and bedrooms
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24 inches — the jumbo option, ideal for display centerpieces
One important note for collectors: the 13-inch size has been officially discontinued by Jazwares, which makes existing 13-inch Squishmallows increasingly collectible on the secondary market. If you have one, hold onto it.
For a deeper dive into sizing, check out our complete Squishmallow sizes guide.
Who Makes Squishmallows?
Squishmallows are made by Jazwares, a toy company and parent company under the Berkshire Hathaway umbrella that acquired Kelly Toys in April 2020. Kelly Toys was founded in 1986 and had been producing plush toys for claw machines and retail for decades before Squishmallows became their defining product. Jazwares came under Berkshire Hathaway's ownership indirectly through Berkshire's acquisition of Alleghany Corporation in Q4 2022.
Under Jazwares' ownership, Squishmallows expanded into major retail stores and chains, launched collaborations with Disney, Pokémon, McDonald's, and dozens of other brands, and grew into one of the most recognizable plush brands in the world — standing out clearly from other brands in the stuffed animal category. Squishmallows drove 40% of Jazwares' total revenue for two consecutive years, and in 2023, Jazwares reached $1 billion in annual sales.
The brand's industry standing was cemented when Squishmallows won the Toy Association's overall Toy of the Year award three years in a row — 2021, 2022, and 2023 — along with Plush Toy of the Year and other category honors each year.
How Much Is It Worth?
Many can enjoy these adorable toys for a very affordable price. Believe it or not, most of these only cost between $10 to $40!
Please note that the price of the Squishmallows will vary depending on your chosen size, design, and type. It may also depend on the stores you purchase from on the internet or at a physical store around the world.
Celebrities like Charli D'Amelio and Lady Gaga also collect limited edition Squishmallow, so expect that as it becomes more popular in the market, the Squishmallow toy will be sold at a higher price.
But are there fake Squishmallows?
What Makes Squishmallows Rare?
Aside from their beautifully made designs and exceptional fluffiness, what makes Squishmallows rare is the comfort they provide all ages, especially during the pandemic. This is why so many people began hunting them on Amazon, Target, Walgreens, and other toy stores since 2020.
One of the rarest squishmallow toys is Jack the Black Cat. This super-soft and cuddly cat Squishmallow has only 500 in circulation.
Moreover, the online world adored these toys, leaving brand retailers with sold-out shelves. Even the newest plush toys were sold within two hours because of the number of people lining up to buy them weekly. So, what's the rarest Squishmallow?
How Many Squishmallows Are There?
As of 2024, Jazwares has confirmed that more than 3,000 Squishmallow styles have been created since the brand launched in 2017. Community tracking databases like the SquadApp catalog more than 7,900 entries when variants and exclusives are included.
Characters are organized into themed "Squads" — groups of Squishmallows sharing a category like animals, food, seasons, or licensed properties. Some squads are widely available, while others are store exclusives, seasonal limited runs, or online-retailer-specific designs. Our Squishmallow master list covers the full roster and helps collectors track down specific characters.
The very first Squishmallow ever created is Cam the Calico Cat, released in 2017 as part of the original Easter squad — Cam holds collector number 1 in the Squishmallows lineup.
Check Available Squishmallows Here
What Are the Squishmallow Sub-Brands?
Beyond standard Squishmallows, Jazwares has been expanding the lineup into several distinct sub-brands:
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Squishville (2 inches) — ultra-mini Squishmallows sold in playsets, great for younger kids
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Micromallows (2.5 inches) — similar to Squishville in scale, available in blind bag formats
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HugMees (10–28 inches) — elongated body with short arms and paws, more like a traditional stuffed animal in silhouette
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Flip-A-Mallows — reversible two-in-one plushies featuring two different characters or seasonal designs
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Mystery Squad — blind bag format where you don't know which character you'll get until you open it
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Squish-a-longs — a newer format with over 140 characters, offering a fresh collectible variation
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Stackables — designed to stack and connect for display
For new collectors, standard 8-inch Squishmallows are the best entry point — the widest character selection, easiest to find, and consistently the most affordable of the full-size options. Whether you're a kid just starting out or an adult collector adding to an existing display, there's a format and size that fits.
Are Squishmallows Safe?
Yes. All Squishmallows are manufactured to meet ASTM F963 — the mandatory Consumer Product Safety standard for toys in the United States — and are CPSIA compliant, covering flammability, lead, phthalates, and mechanical hazards. They're surface-washable and made without hard plastic parts in the standard lineup. For the youngest children, Squishville's 2-inch format is specifically designed for small hands and comes in playset packaging — though as with all small plush toys, parental supervision is recommended for children under 3.
Are Squishmallows a Good Investment?
Most Squishmallows are sold at accessible price points at major retailers — generally between $10 and $35 for standard sizes [6]. However, limited-edition, store-exclusive, and discontinued characters can reach significant values on the secondary market. Jack the Black Cat, the 500th Squishmallow ever produced and a Select Series exclusive with only 500 units manufactured, is among the most sought-after by serious collectors — with some listings reaching $1,000 or more [6]. Rare and discontinued designs often command prices far above retail, making purchases from verified sources especially important.
Jazwares has an official color-coded rarity system on hang tags: silver (up to 75,000 units), gold (up to 50,000 units), holographic (up to 20,000 units), and black Select Series tags for the most limited runs [6]. Understanding the tag system is the fastest way to gauge a Squishmallow's collectible value before you buy.
The best way to protect yourself when buying is to shop from authorized retailers online and in-store. Counterfeit Squishmallows are a documented problem on third-party marketplace listings — fakes typically feel stiffer, may have low-quality stitching, and in some cases feature plastic safety eyes that pose choking hazards.
The joy of collecting is best preserved when you know what you're getting is real. Authorized retailers like Toynk carry 100% authentic Squishmallows, and our full Squishmallow collection spans a wide range of squads and sizes.
FAQs
What is so special about Squishmallows?
The Kellytoy brand has created adorable Squishmallows with bursting personalities, stories, and unique names, which makes them special. Squishmallows started becoming popular in 2020, but the brand has existed since 2017.
These toys can also help people cope with stress and anxiety, especially during the pandemic. They had sold thousands of plushies. See what's the biggest Squishmallow here.
What do they fill Squishmallows with?
Every specific Squishmallow is filled with polyester fiber, making it a soft, cuddly, and fluffy toy. The company retailers use Ultra-soft Spandex and Polyester material to give the line brand more “marshmallow-like” stuffing inside.
How many different Squishmallows are there?
Currently, there are 1,000 different Squishmallow toys on the market. Many are sold every year because people are looking for toys to collect and squeeze!
They love how they represent various animals, sports, and emotions everyone can relate to and bring anywhere—including the beach!
Squish `Em!
Squishmallows are much more than a passing trend — they're a full-blown collecting phenomenon with thousands of cuddly characters, a passionate global community, and enough variety to keep even the most dedicated collector hunting for new additions.
Whether you're a parent picking out a first plush toy, a teen building your squad, or an adult collector chasing a rare find, there's a Squishmallow out there for you. Browse our full Squishmallow collection to find your next squish.
- https://www.insider.com/squishmallow-squishmallows-walgreens-disney-cvs-viral-collectors-social-media-frog-2021-2
- https://www.nytimes.com/2021/03/16/style/squishmallows.html
