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Kellytoy’s New Squishmallows Easter Squad


Kellytoy’s New Squishmallows Easter Squad

Delivers a Basketful of Fun


Make Your Spring Celebrations and Gift Baskets Extra Snuggly with Nine Delightful New Characters


Is your Easter basket even complete if it doesn’t include an adorable Squishmallow plush? I don’t think so! The Easter squad is so adorable and I love the pastel colors.  I think the cute cow is my favorite, but I love them all!  Which is your favorite?


LOS ANGELES — January 5, 2021  Easter baskets and egg hunts will be lot more fun and exciting this year with the new Squishmallows Easter squad from Kellytoy, a subsidiary of Jazwares, LLC. Delighting kids, tweens, collectors and toy lovers of all ages, fans have scooped up more than 65 million of the “chonky” and collectible Squishmallows since they launched—helping to make Kellytoy’s best-selling line into an international phenomenon with more than 700 characters available in 40 countries. Meanwhile, Squishmallows have exploded in popularity on the TikTok platform with more than 315 million organic video views for #squishmallows (and related) video tags.


Spring is a celebration of renewal and hope, and we wanted to introduce cuddly and snuggly squad just for the occasion,” says Kellytoy Co-President Jonathan Kelly. “Here’s your chance to add some spring to your squad with adorable bunnies, colorful eggs, newly-hatched chicks and party-loving animals that can’t wait to make the season more special for kids of all ages. These Squishmallows are also a great way to make anyone’s Easter celebration more festive.


Toy lovers and collectors of all ages will be thrilled to give the nine newest Easter squad members a home. Bop and Candy are colorful bunnies who can’t wait to hop into someone’s Easter basket. Leah and Blake join Edie as Easter eggs who love to hide (and be found!) during egg hunts. Rolling out to retailers now, the spring Squishmallows are available in four sizes—5”, 8”, 12” and 16”, depending upon the character—with a suggested retail price of $4.99$9.99$14.99 and $19.99, respectively.


Popping with personality, each Squishmallows character’s name and background story is detailed on its hangtag. Squishmallows also make great gifts for anyone with sensory issues or who is stressed or suffering from anxiety. The unique line is made of super soft spandex “EF” and polyester stuffing as puffy as marshmallows. Caring for Squishmallows is easy Give them lots of love, machine wash in cold water and tumble-dry on low heat—remember not to iron them!


The Squishmallows song, “Hello We’re the Squishmallows” is available on more than 40 streaming services including Apple Music, Google Play/YouTube Music, Spotify and more. The accompanying lyric video is available on YouTube and a free download of the ringtone is available at


Fans can shop Squishmallows, learn about all the characters, sign up for updates, download coloring sheets and register their Squishmallows at


Make sure not to miss out on anything in 2021 by joining the #SquishmallowSquad online and follow @Squishmallows on Facebook, Instagram, Twitter, and YouTube.


The shape, look, feel, and texture of Squishmallow® branded plush toys constitute Kellytoy’s proprietary trade dress.



About Kellytoy

Kellytoy manufactures a portfolio of award winning everyday and seasonal plush products that includes its best-selling Squishmallows®, Kellybaby as well as a pet products line called Wags & Purrs™. Over the past three decades, Kellytoy has positioned itself to meet the needs of its customers in mass market, gift/specialty/toy retailers, party and pet stores, supermarkets, discount stores, drug stores, amusement parks and even crane machines in arcades the world over. Kellytoy also makes products in collaboration with leading classic characters, including major licenses, as well as blockbuster theatrical franchises.


About Jazwares

Jazwares, a subsidiary of Alleghany Capital Corporation, is a global leader in consumer products including toys, plush, action figures, collectibles and musical instruments. Jazwares’ portfolio includes a variety of dynamic licensed and wholly owned brands. With over 20 years of design, development, and manufacturing expertise, Jazwares is an award-winning company with a progressive focus on identifying new trends and transforming them into high-quality products for consumers of all ages.


Jazwares, which is headquartered in Sunrise, FL, has offices around the world and sells in over 100 countries. Since its inception in 1997, Jazwares continues to grow through the development of new products and the strategic acquisitions of companies like First Act™, Russ Berrie™, Zag Toys™, Wicked Cool Toys™ and Kellytoy®. For more information about Jazwares, please visit