From plush to powerhouse Since its debut in 2017, huggable plush sensation Squishmallows has ascended beyond the toy aisle to become a $1bn lifestyle franchise that allows fans, families and collectors to share their love for their favourite brand in multiple fun ways. Known for its adorable designs, and tactile and ultra-soft feel, Squishmallows is a retail sensation, named the #1 top-selling toy in the US and UK** boasting sales of over 400m pieces (including 100m+ in 2023 alone). In over just seven years, it has picked up multiple awards – including winning Overall Toy of the Year at the US Toy Association’s Toy of the Year (TOTY) Awards three years in a row – and has gone viral on TikTok, with celebrity fans including Lady Gaga and Kim