Squishmallows has a firm plan to become the next Hello Kitty

As with any craze, however, the fervor cooled and those toys receded into nostalgia.

But Squishmallows creator Jonathan Kelly is banking on his plump and indelibly soft creatures becoming more than the current trend they are. “It’s really transforming [Squishmallows] into a lifestyle brand that goes from generation to generation, like a Hello Kitty or a Pokémon,” says Kelly, co-president of Kellytoy, maker of Squishmallows.

Founded in 2017, Squishmallows are a line of plush toys inspired by Japan’s Kawaii, or “cute” culture. Each Squishmallow has its own name and bio, which boosted its popularity as a toy to collect and trade with fans finding each other and forming groups on Facebook. But Squishmallows hit a flashpoint when the community expanded to TikTok and as people were seeking any kind of comfort during 2020. (Last year, the toy company Jazwares acquired Kellytoy.)