Squishmallows are incredibly popular, with millions sold worldwide and a loyal fan base. Over 50 million Squishmallows were sold globally in less than a year, generating about $152 million in retail sales revenue in 2019. Between 2019 and 2021, sales skyrocketed by over 800%, proving their massive appeal.
In terms of market recognition, Squishmallows were named the number one plush toy in the USA in 2020. They were also ranked as the third best-selling toy in the United States in the first quarter of 2021. Additionally, they won the Specialty Toy of the Year award at the 2021 Toy of the Year (TOTY) Awards.
Social media has played a significant role in Squishmallows’ popularity. They have garnered over 11 billion organic impressions on TikTok and have more than 743,000 followers on Instagram. Influencers and celebrities like Kim Kardashian, Lady Gaga, and Jessica Simpson have also endorsed them, boosting their visibility.
Fan engagement is another key factor. Many adults collect Squishmallows, with some owning hundreds of them. The strong online community and limited-edition releases, including collaborations with Disney, keep fans excited and loyal.
Squishmallows are known for their diversity and inclusivity. They feature characters that are nonbinary, deaf, blind, or wheelchair users. This wide range of characters caters to various interests and preferences, making Squishmallows appealing to a broad audience.