Licensing News

Jazwares Teams Up with PUMA for Squishmallows-Themed Apparel & Footwear Collection

Squishmallows puma

Jazwares, one of the world’s fastest-growing toy companies, today announced a partnership with global sports brand PUMA for an apparel and footwear collection featuring the iconic core characters of plush sensation Squishmallows. Set to launch in spring 2024, this is the latest collaboration for the Squishmallows brand, as Jazwares stays laser-focused on growing the #1 plush property in the U.S. as a global lifestyle brand.


Inspired by Squishmallows’ signature soft and colorful styles, the PUMA x Squishmallows collection will include three stylish footwear options for kids and adults, plus hoodies and matching t-shirt and shorts sets. The launch will include exclusive, must-have items featuring favorite Squishmallows that fans and fashionistas will adore. 


“As we continue to bring the Squishmallows brand to life through cross-category collaborations, our collaboration with PUMA allows us to step into the world of cool trend-forward street fashion to reach an even larger fan base,” said Sam Ferguson, Senior Vice President of Licensing, Jazwares. “Demand for Squishmallows is not slowing down so we are thrilled to collaborate on a fun and exciting spin on the iconic and vibrant PUMA style.”


Over the last year, Jazwares has also been focused on developing Squishmallows as a lifestyle brand with world-class licensee collaborations across fashion, gaming, and lifestyle categories, adding to its illustrious portfolio of more than 70 best-in-class licensing partners.


Jazwares, a Berkshire Hathaway company, is a leading global toy manufacturer with an award-winning, robust portfolio of wholly owned and licensed brands. Founded in 1997, Jazwares celebrates imaginative play with a progressive focus on identifying new and relevant trends to transform into high-quality products for consumers of all ages. Jazwares engages consumers through innovative play experiences with popular brands such as Squishmallows, Pokémon, Star Wars, CoComelon, Fortnite, AEW, Adopt Me!, Hello Kitty, and many more. In addition to toys, offerings also include Metaverse gaming, costumes, and products for pets. Headquartered in Sunrise, Florida, Jazwares has offices worldwide and sells its products in over 100 countries. For more information, visit and follow us on LinkedInXInstagram, and Facebook.


Debuting in 2017, the iconic Squishmallows brand continues to feature collectible plush with lovable personalities, a whimsical design, and ultra soft feel. The Toy Association honored Squishmallows in 2022 with seven Toy of the Year Awards, including License of the Year, and Overall Toy of the Year. Additionally, Squishmallows has delivered back-to-back viral activations at VidCon Anaheim with a one-of-a-kind Squishmallows Human Claw Machine in 2022, and a giant Squishmallows pit, named the “Squish Pit,” in 2023, to the joy of thousands of fans. The brand’s ongoing expansion and passionate fan base continues to make Squishmallows a collectible phenomenon and evergreen lifestyle property.


PUMA is one of the world’s leading sports brands, designing, developing, selling and marketing footwear, apparel and accessories. For 75 years, PUMA has relentlessly pushed sport and culture forward by creating fast products for the world’s fastest athletes. PUMA offers performance and sport-inspired lifestyle products in categories such as Football, Running and Training, Basketball, Golf, and Motorsports. It collaborates with renowned designers and brands to bring sport influences into street culture and fashion. The PUMA Group owns the brands PUMA, Cobra Golf and stichd. The company distributes its products in more than 120 countries, employs about 20,000 people worldwide, and is headquartered in Herzogenaurach/Germany.