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This Year’s Collectable is the Cuddliest Yet - U.S Collectable Toy Phenomenon set for UK Launch

Esmerelda the Unicorn - Squishmallow

Christmas is already a distant memory and as toy retailers begin to look towards Christmas 2019, there’s already one toy that’s predicted to be supremely popular with children of all ages.

Squishmallows are the newest collectable craze to hit the UK displaying that all-important staying power. Hot on the heels of 2018’s Squishies phenomenon, Squishmallows are a cute squad of plush characters that have to be squished to be believed. The impossibly soft and cuddly characters have all the elements needed to make them the go-to toy for kids this year and have already proved a hit Stateside with a staggering 20 million sold in 2018 alone.

One in every four toy purchases is now a collectable, so what makes a cool collectable craze toy? There are many key elements that make for a brilliant toy craze and Squishmallows ticks those boxes. The Squishmallows range will launch with 13 characters including Gary the Giraffe, a future Olympian and Simon the video gaming Sloth . Key to this is the regular updates in characters with seasonal and Disney versions on their way. Craze toys also must hit that price point sweet spot and priced at around £6.99, the Squishmallows characters make for a cool pocket money collectable. Size is also key to creating a craze and at just 7.5”, the Squishmallow toys are irresistible and the smaller 3.5” Squishmallows can even be clipped to school bags. Each character also has its own unique personality adding that all-important imaginative play factor. . .

Heather Corbett, Marketing Manager at Innovation First who are launching the Squishmallows, said:

‘The response from retailers to Squishmallows has been unprecedented. Parents and kids can expect to see Squishmallows across every store from Spring onwards building to exciting new launches in time for Christmas. While the product is going to be a huge craze this year, it has the capacity to remain popular with new characters being regularly added so early-adopters can expect to have a huge Squishmallows collection.’


For further information, samples and imagery, please contact Lianne Bertelli at Bertelli Communications on 07739 023 756 or email: