Learning Express Names Squishmallows Toy of the Year

Learning Express-Squishmallows

Learning Express named Squishmallows — the plush toy line from Jazwares subsidiary Kellytoy — as its “Best Toy of the Year” for the second year in a row.

Each year, Learning Express identifies the top toys that perform best across various categories in its stores across the country. The overall winner of all categories is voted on by all the stores.

The specialty toy retailer also recognized Kellytoy as its “Most Valuable Partner” for the second consecutive year.

“For the second year in a row, Kellytoy was chosen by our stores to win the most coveted product award,” said Learning Express buyer Mary Mintz. “Loved by our franchisees and customers alike, the Squishmallows characters have made an unbelievable difference to our business in 2021. In fact, year-to-date we have almost doubled the total business we did with Kellytoy the three previous years combined.”

Since debuting Squishmallows in 2017, Kellytoy has sold more than 86 million of the plush characters in over 40 countries; the company has introduced over 1,000 Squishmallows characters.

“The Squishmallows brand has great momentum right now, and being recognized by Learning Express only further amplifies where we are today,” said Jonathan Kelly, co-president of Kellytoy. “Receiving these prestigious awards two years in a row from a company with the stature of Learning Express is an honor. It shows that these cuddly squads continue to delight the ever-increasing Squishmallows fan base.”