Kelly Toy’s Flip-A-Mallows Named a 2020 NAPPA Winner

Flip-A-Mallows Lifestyle

Kelly Toys Holdings, LLC, a subsidiary of Jazwares, LLC announced that its all-new line of Flip-A-Mallows™ — the newest “reversible” additions to the Squishmallows® family — has been named a 2020 National Parenting Product Award (NAPPA) winner. The NAPPA awards are given to products tested by a panel of expert judges and family testers. This is the fourth Squishmallow squad entry in a row that has won a NAPPA award.

“These new Flip-A-Mallows are twice as much fun as the original Squishmallows,” says NAPPA Awards Director Elena Epstein. “Kids will love their whimsical look and how cuddly they feel.” With more than 25 years of experience in the industry, the NAPPA award is one of the longest running and most respected awards programs in the U.S. NAPPA has continuously been celebrated as the “go-to” source for parents and professionals seeking the best products for their children and families.

“All of us would like to express gratitude to NAPPA for their recognition of our new Flip-A-Mallows line,” says Kelly Toys Holdings Co-President Jonathan Kelly. “These charming new reversible characters are delighting the ever-increasing Squishmallows fan base of kids, tweens, collectors and toy lovers of all ages. Flip-A-Mallows provides the same super soft, huggable comfort, fun and surprises for which Squishmallows are known, and this prestigious award is proof.”

The six styles with 12 characters total are available in two sizes: five-inch and 12-inch (MSRP: $7.99 and $19.99, respectively) and include Gordon the Shark/Ricky the Clownfish, Reginald the Corgi/Karina the Calico Cat, Dawn the Fawn/Winston the Owl, Devin the Dragon/Esmeralda the Unicorn, Willow the Pegasus/Kimberly the Alpaca, and Sharie the Sloth/Hans the Hedgehog.

Flip-A-Mallows are sold individually at Five Below, Learning Express, and The Paper Store while other retailers are expected to add them in the coming weeks. Flip-A-Mallows three-packs (12-inch size) are available exclusively through for $49.99. The “Fantasy” pack includes Sharie the Sloth/Hans the Hedgehog, Willow the Pegasus/ Kimberly the Alpaca and Devin the Dragon/Esmeralda the Unicorn; the “Original” pack includes Gordon the Shark/Ricky the Clownfish, Reginald the Corgi/Karina the Calico Cat, and Dawn the Fawn/Winston the Owl. Kelly Toys Holdings encourages its customers to follow @Squishmallows social media channels as the company will host multiple Flip-A-Mallows giveaways.

Since debuting in fall 2017, more than 50 million of the delightful Squishmallows have been sold. The line has expanded to more than 475 characters and is available in more than 40 countries. A snuggly alternative to high tech toys, and a great gift alternative to candy and flowers, the versatile Squishmallows make great pillows, bedtime buddies, travel companions and can even serve as a best friend in times of need to help relieve stress and anxiety.

Popping with personality, each Squishmallows character’s background story is detailed on its hangtag. The unique line is made of super soft spandex “EF” and polyester stuffing as puffy as marshmallows. Caring for Squishmallows is easy; give them lots of love, machine wash in cold water and tumble-dry on low heat—and remember not to iron them.

Join the #SquishmallowSquad online and follow @Squishmallows on Facebook, Instagram, Twitter, Pinterest and YouTube. Fans can learn about all the characters, sign up for updates and register their Squishmallows in exchange for an adoption certificate at