Licensing News

Puma & Squishmallows Launch Ultra-Soft-Inspired Fashion Collab

Squishmallows PUMA

Global sports brand PUMA and Jazwares, a global leader in toys and licensing have unveiled the PUMA x Squishmallows collection inspired by everyone’s favorite ultra-soft plush.


PUMA styles meet the world’s most popular plush personalities in this new colorful collection that’s perfect for any day full of fun. The PUMA x Squishmallows collection features various footwear styles for all ages inspired by Cam, Lola, and Winston as well as apparel pieces for the little ones including tees, hoodies, and shorts featuring your favorite Squishmallows characters.


The PUMA x Squishmallows collection retails for $28-$85 and is available starting March 15 on, the PUMA mobile app, the PUMA NYC flagship store, and at Foot Locker and Kids Foot Locker.




PUMA x Squishmallows RS-X Cam

The PUMA x Squishmallows RS-X is designed after everyone’s favorite calico: Cam the Cat. These sneakers feature Cam’s colors in a pared back design perfect for everyday wear. They feature a Cam charm on the side and custom collab logo on the tongue inspired by the official Squishmallows plush tags. These shoes feature a custom charm and the iconic Squishmallows hangtag artwork on the tongue complete with collector number.




PUMA x Squishmallows Suede XL Winston

The Suede XL is bursting with personality. In the PUMA x Squishmallows collab, this high-energy sneaker is designed after the fan-favorite teal owl, Winston. The upper features Winston’s signature colors along with subtle nods to his love for mac and cheese at the heel. These shoes feature a custom charm and the iconic Squishmallows hangtag artwork on the tongue complete with collector number.




PUMA x Squishmallows Cali Lola

These fun-loving sneakers can’t be ignored. Inspired by Lola, the unicorn, these kicks feature a bold pink and purple tie-dye pattern on the upper and the outer sole. Plus, in honor of Lola’s signature mane, these shoes have tufts of faux fur at the heel and sides. These shoes feature a custom charm and the iconic Squishmallows hangtag artwork on the tongue complete with collector number.




PUMA x Squishmallows Apparel

Show your love of Squishmallows from every angle in the PUMA x Squishmallows apparel offerings. The accompanying apparel pieces are available in infant, preschool and youth sizes and include PUMA x Squishmallows co-branded graphic tees, shorts, t-shirt dresses, two-piece sets and more for each of the shoe styles.


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 continues to make Squishmallows a collectible phenomenon and evergreen lifestyle property.