Licensing News

Jazwares Enters the Upside Down with Squishmallows X Stranger Things Global Collaboration

Squishmallows Stranger Things

Squishier things are coming! Jazwares, one of the world’s leading toy companies, has announced a Squishmallows x Stranger Things collaboration based on the original series blockbuster from Netflix. Announced as part of Jazwares’ Squishmallows Day celebrations, the collection is set to begin rolling out globally in summer 2024.


Leveraging Squishmallows’ signature soft and vibrant styles, the Squishmallows x Stranger Things squad will build on each brand’s pop culture appeal for the ultimate sci-fi collaboration. Ranging from 3.5 inches to 10 inches in size, beloved characters from the show will soon be available as ultra-soft Squishmallows. The anticipated squad will be released in celebration of the final season of Stranger Things.


“Launching the new Squishmallows x Stranger Things collection with Netflix is a major milestone for the brand, elevating it to new heights within the sci-fi and pop culture realm. We cannot wait for fans to get their hands on this epic collection,” said Gerhard Runken, Executive Vice President of Brand & Marketing at Jazwares.


According to market research firm Circana, in 2023, Squishmallows was the #1 toy property in the U.S. and the best-selling toy brands overall, boasting a multi-generational fanbase that continues to capture the imaginations of millions of fans worldwide! Squishmallows is massively popular on social media, driven by Gen Z fans who love celebrating the brand. There are currently more than 13 billion video views on TikTok and Squishmallows has been tagged 1 million+ times on Instagram. As it continues to grow as a lifestyle brand, Squishmallows’ monumental growth has fueled new cross-category collaborations across beauty, games, apparel, home decor, and more –– 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 LinkedIn, X, Instagram, and Facebook.


Since its debut in 2017, Squishmallows has featured collectible plush with lovable personalities, a whimsical design, and ultra soft feel. Over the course of 2022 and 2023, The Toy Association honored Squishmallows with a total of 10 Toy of the Year (TOTY) Awards, including License of the Year and Overall Toy of the Year. Some fan-inspired engagements include the 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, nicknamed the “Squish Pit,” in 2023. The brand’s ongoing expansion and passionate fan base continue to make Squishmallows a collectible phenomenon and evergreen lifestyle property.