Jazwares said in early March that it has sold more than 73 million toys.
“Even though the craze was coming before the pandemic, it certainly hit a fever pitch in the past year, and this craving for comfort is a big part of it,” said Kelly Deen, senior vice president of marketing at Jazwares, the parent company of Kellytoy, which created Squishmallows.
Collectors say the stuffed animals have given them comfort in a painful year, and that hunting for them has fostered a much-needed sense of community during an extended period of isolation. Squishmallows, a line of soft, huggable toys created in 2017, have exploded in popularity during the pandemic, thanks to social media and in particular TikTok (or “SquishTok,” as fans call it). Over the last few months, bulbous and brightly colored plush toys have sparked a Beanie Babies-style craze among children, teenagers and adults alike.
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