Jazwares To Build ‘Squishville’ Line In Strategic Partnership With Kellytoy


 Jazwares LLC and Kellytoy Worldwide, Inc. announced that they have formed a strategic partnership. Pursuant to this partnership, Jazwares will distribute Kellytoy’s products in select territories and Kellytoy has granted to Jazwares master global toy rights to build a new line extension entitled Squishville, which will include mini collectible plush, environments, playsets, vehicles, and related accessories.

“We are so excited to be working with Kellytoy, which has built the wonderful world of Squishmallows that has become a global phenomenon, having already sold over 50 million units of plush in the past 2 years! The whimsical nature of the brand coupled with the magical softness of the Squishmallows characters will be seen in Jazwares’ collectible plush toy line extension,” said Judd Zebersky, Jazwares CEO and President. “Leveraging Kellytoy’s reputation for quality with Jazwares’ global footprint will delight fans all around the world.”

“This partnership with Jazwares couldn’t be a better fit,” added Kellytoy CEO Jonathan Kelly. “It’s a win-win for both companies, as Jazwares and Kellytoy each understand that by working together we can collectively develop Squishmallows to become a property that will stand the test of time.  Squishmallows products as well as the new items under the umbrella of Squishville will complement Jazwares’ existing toy lines; and Jazwares’ global distribution strength will enable the Squishmallows brand to penetrate new markets.”

Jazwares will market the Squishmallows and Squishville brands through its global distribution channels, which include mass market, gift, specialty and toy retailers, party and pet stores, supermarkets, discount stores, drug stores, and amusement parks.