First Act aims to spark a lifelong love of music by offering aspirational and accessible musical instruments that are geared towards the youngest first time musical explorer all the way up to aspiring rock stars.

Large, big-box retailers that carry a broad range of products. Ex: Walmart, Target, and Tesco.

Traditional, multi-category stores with mid-to-high price ranges. Ex: Macy’s, Bloomingdale’s, and John Lewis.

Slightly more value-focused than high-end department stores. Ex: Kohl’s, and Dillard’s.

Broad online marketplaces, often with global reach. Ex.: Amazon, eBay, Alibaba, and Mercado Libre.

Stores focused on specific product verticals or hobbies.

First Act

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 Kardashian sharing their love for the brand.
Ranging from kids aged 6–12 to Gen Z’ers in the 18–24 age group, Squishmallows’ passionate fans are always on the hunt for more ’Mallows to add to their collections and love to share their finds on social media. Recent years have seen Squishmallows’ social content squish through the roof, generating over 13.7bn TikTok impressions. Additionally, Squishmallows’ owned social media channels have ballooned to more than 1.7m followers and over 127 global and local Facebook groups have been created by fans. 


First Act

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