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Library/Product/Squishmallows
Grade A21 sourcesHIS-01170

Squishmallows

Product · 2017 · Niche

29Editable slideCertificate

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

Official Squishmallows product collection; current shop, not a recovered 2017 sales listing.
Jazwares
These Soft, Cuddly Toys Have a Devoted Following of Millions of Gen Z & Millennials - YPulse
YPulse / Jonathan Kelly interview
Squishmallows Thanks Fans For Reaching 100 Million Milestone Mark
Jazwares / PR Newswire
JAZWARES INVITES FANS TO "SQUISH INTO" VIDCON U.S. WITH FIRST-EVER LIFE-SIZED SQUISHMALLOWS HUMAN CLAW MACHINE
Jazwares
Kellytoy Partners with Sanrio® to Bring Hello Kitty and Friends Squish
Kellytoy / Jazwares
JAZWARES MAKES LICENSING EXPO DEBUT WITH SQUISHMALLOWS
Jazwares
How TikTok Sensation Squishmallows Found Warren Buffett
Reuters (reproduced by Jazwares)
Kellytoy Unveils Squishmallows Collection
The Toy Book
SQUISHMALLOWS (2017)
The Toy Insider
Kellytoy Introduces the 500th Member of the Squishmallows Squad [UPDATED]
The Toy Book
Squishmallows are adorable, but their online fandom has a dark side
Input

Spread Score

How it works
Reach0Contagion45Breadth80Velocity0LongevityNo data yet29

Numbers

Brand-reported Instagram tags, historical aggregate, May 2024
1M
As of May 1, 2024 · Instagram · Self-reported · See’s Candies / Jazwares
Milestone date
Oct 12 ’21
Sep 2017 to Oct 12 ’21
Platforms
5
Started on Retail
Origin
Mixed
Toys & collectibles

Mechanics

  • Collectible setPrimary
  • Scarcity drop
  • Resale market
  • Platform jump
  • Press loop

How it spread

Trace the origin

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.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Wikipedia views · Google searchesMay ’17SepFeb ’19Apr ’20SepFeb ’21JulNovMay ’22SepJun ’23Mar ’24AugMilestonePressRetailTikTokInstagramOpen web
PressRetailTikTokInstagramOpen web

13 more events on this chart

Join free to see them

Timeline (16)

  1. August 2017

    Kellytoy precursor · Aug 10 ’17

    Kellytoy announced eight Squishmallows styles for a September retail launch.[1]

    Kellytoy Unveils Squishmallows Collection
    Open the first post ↗

  2. September 2017

    Kellytoy seed · Sep 2017

    Kellytoy released the original Squishmallows plush line at retail.[1][2][3]

    SQUISHMALLOWS (2017)

  3. February 2020

    Kellytoy commercial · Feb 10 ’20

    Kellytoy said cumulative Squishmallows sales had passed 50 million before the pandemic boom.[3]

  1. commercial · Apr 1 ’20

  2. commercial · Sep 1 ’20

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Why it worked

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Origin
Mixed
Sector
Toys & collectibles
Region
US
Brand-reported Instagram tags, historical aggregate, May 2024
1M
As of May 1, 2024 · Instagram · Self-reported · See’s Candies / Jazwares
Evidence
Grade A

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