When Did Squishmallows Become Popular?
The story behind Squishmallows’ explosive growth—from their launch in 2017 to the pandemic boom and the viral success on TikTok.
Squishmallows, the super-soft stuffed animals created in 2017 by Kellytoy, have taken the world by storm. But it was during the COVID-19 pandemic in 2020 that they truly took off, thanks to social media and the comfort they provided in uncertain times.
Let’s take a trip back in time and follow Squishmallows’ journey from a sweet idea to a global phenomenon!
Squishmallows’ Origins: Inspired by Japanese “Kawaii”
Squishmallows were created in 2017 by Jonathan Kelly from Kellytoy Holdings LLC. The idea came after a trip to Japan, where Kelly was fascinated by the popularity of “kawaii” (cute) plush toys. Once home, he and his team began developing a series of soft, huggable toys designed to capture that appealing style.
The initial designs featured simple, round shapes with two black dots for eyes—a brilliant touch that made it easy to adapt the form to different animals and characters.
Pandemic Popularity Boom: #SquishTok Takes Off!
It was during the COVID-19 pandemic in 2020 that Squishmallows really took off. Several factors contributed to their explosive popularity:
- “SquishTok”: On TikTok, a dedicated community called “SquishTok” emerged, where enthusiasts shared videos and content about the stuffed animals.
- Comfort in Tough Times: Lockdowns and isolation led people to seek solace and indoor entertainment. Squishmallows provided a soft, huggable source of comfort.
- Collecting as a Hobby: Collecting became a popular pastime during quarantine, and the wide range of Squishmallow characters appealed to both children and adults.
In March 2021, Jazwares (which had acquired Kellytoy) reported selling over 73 million Squishmallows! This underscores the enormous surge in demand.
Continued Growth and Success: More Than Just a Fad
Squishmallows’ popularity has continued to grow even after the pandemic. In 2022, they were named “Toy of the Year” by research firm Circana—a testament to their status as a cultural phenomenon.
By 2023, over 100 million Squishmallows had been sold worldwide. The brand’s success appeals to both children and “kidults” (adults who love toys), making up a significant portion of sales. This cross-generational appeal has helped Squishmallows remain relevant and expand their market.
Collaborations with Major Brands: From Stuffed Animals to Pop Culture
Squishmallows have capitalized on their popularity through collaborations with major entertainment brands. Partnerships with Disney, Sanrio, and Pokémon have introduced beloved characters like Rapunzel, Pompompurrin, and Pikachu in the distinctive Squishmallow style.
These collaborations have not only kept Squishmallows in the spotlight but have also attracted new collectors. In December 2023, McDonald’s included Squishmallows as part of their Happy Meals—a clear sign of the brand’s cultural impact.
Influencers: The Driving Force Behind Squishmallows’ Viral Success
Influencers have played a pivotal role in making Squishmallows a viral phenomenon, especially on platforms like TikTok and YouTube. “SquishTok” has fostered a dedicated community of collectors and enthusiasts who share their collections, unboxing videos, and hunting experiences.
Popular Squishmallow influencers, such as Raven (FroggyCrossing) and Infamous Butterfly, have hundreds of thousands of followers. They showcase their collections and create engaging content. These influencers not only drive sales but also build a community by sharing tips on finding rare editions, reviewing new releases, and even influencing the popularity of certain characters.
The Squish Alert app, created by superfan Jessica Dao, has over 100,000 users who track restocks and share finds. This further reinforces the collecting aspect. The influencer-driven ecosystem has significantly contributed to the brand’s enduring popularity and cultural relevance, far beyond the original pandemic boom.
A Journey from Japan to TikTok (and Beyond!)
Squishmallows’ journey from a sweet idea, inspired by Japanese “kawaii” culture, to a global phenomenon fueled by social media and a pandemic is a fascinating tale. Their unique softness, charming design, and collectible appeal have resonated with people of all ages. And with constant new releases and collaborations, it looks like Squishmallows’ popularity will continue to soar!
