Flip-A-Mallows Named 2020 Plush Toy of the Year by Creative Child Magazine

Flip-A-Mallows Lifestyle

Kellytoy, a subsidiary of Jazwares, LLC, announced today that Creative Child Magazine has named its all-new line of Flip-A-Mallows™ — the “reversible” addition to the Squishmallows® family — a 2020 Plush Toy of the Year. Before this national publication announces winners of its highly-respected award, every new plush product is reviewed by multiple moms and educators. This is the third year in a row that a Squishmallows squad has won a Creative Child Magazine award. Flip-A-Mallows also won a National Parenting Product Award (NAPPA) earlier this year.

“Everyone at Kellytoy is delighted that our Flip-A-Mallows squad has been recognized by Creative Child Magazine,” says Kellytoy Co-President Jonathan Kelly. “Our newest squad offers fans and collectors of Squishmallows twice the fun while providing the super soft, huggable comfort and whimsical look for which Squishmallows are known, and this recognition is proof.” Kellytoy plans to release additional Flip-A-Mallows styles in the United States and Canada later this year.

Six Flip-A-Mallows styles with 12 characters 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. Additional Flip-A-Mallows styles will be released later this year.

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. Kellytoy 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 500 characters and is available in more than 40 countries. Kids, tweens, collectors and toy lovers of all ages can’t get enough of the cuddly, crazy, charming Squishmallows squad. A snuggly alternative to high tech toys, and a great gift alternative to candy and flowers, the versatile Squishmallows are great couch pals, 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, and YouTube. Fans can learn about all the characters, sign up for updates and register their Squishmallows in exchange for an adoption certificate at

The shape, look, feel, and texture of Squishmallow® branded plush toys constitute Kellytoy’s proprietary trade dress.