# Squishmallows

> A collector plush line spread through TikTok; its makers reported 400 million sold.

- Owner: Kellytoy; acquired by Jazwares in 2020
- Kind: Product
- Sector: Toys & collectibles
- Seed date: Sep 2017
- Milestone date: 2021-10-12
- Date basis: Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.
- Spread Score: 29 (Niche), v1.2
- Mechanics: Collectible set, Scarcity drop, Resale market, Platform jump, Press loop

## Summary

Kellytoy launched Squishmallows before the pandemic. Collectors posted hunts and collections on TikTok, Instagram and Reddit as supply tightened. Jazwares acquired Kellytoy, then extended the line into games and tie-ins; its makers reported 400 million plush sold by May 2024.

## Timeline

- 2017-08-10 — Kellytoy (Press) — Kellytoy announced eight Squishmallows styles for a September retail launch.
- Sep 2017 — Kellytoy (Retail) — Kellytoy released the original Squishmallows plush line at retail.
- 2020-02-10 — Kellytoy (Retail) — Kellytoy said cumulative Squishmallows sales had passed 50 million before the pandemic boom.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/squishmallows

Cite as: How It Spread (2026). “Squishmallows.” Case HIS-01170. Spread Score v1.2: 29/100. Updated 2026-10-22. https://howitspread.com/id/HIS-01170