Spielwarenmesse: Kellytoys reveals plans to build “full scale licensing programme” around Squishmallows

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Kellytoys reveals plans to build “full scale licensing programme” around Squishmallows

20. August 2019 16:30 h

By www.toynews-online.biz

  • The collectable plush gift line, Squishmallows is making its move from toys into a full-scale, licensed character brand thanks to the launch of a new licensing programme, headed up by Kellytoy.

The toy firm has tapped Evolution USA to manage the global licensing and brand expansion plans for Squishmallows as it looks to build out a franchise in the children’s space. Evolution USA will showcase the brand at Brand Licensing Europe this year.

Squishmallows plush toys continue to enjoy a positive consumer response since its launch in autumn 2017, reportedly breaking sales records in multiple countries, with over 300 characters now available and more than 30 million units sold to date.

Each Squishmallow has its own unique storyline and personality and are made from a soft marshmallow like texture and polyester. The product line is currently distributed to over 40 countries with significant retailer support including: Walmart, Target, Walgreens, Amazon, Costco, Kroger, Party City, Five Below, Justice, CVS, and Aldi.

Kellytoy and Evolution are partnering with content developers and creative marketing agencies to develop new brand style guides, short form content, mobile games, influencer programs, celebrity seeding and other social media activations.

Evolution is currently appointing a global network of sub-agents in non-english speaking territories and collectively are seeking licensing partners in the following product categories: apparel, sleepwear, accessories, headwear, home decor, health and beauty, back to school, stationery and paper goods, games and puzzles, novelty, publishing and magazines, food and beverage, and mobile gaming.

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