Who Invented Squishmallows?
Learn about the story behind Squishmallows! Who invented the popular plush toys, and how did they become a global phenomenon? Find out more about Jonathan Kelly and Kellytoy.
Squishmallows, with their soft, huggable texture and charming appearance, have taken the world by storm. These plush toys are beloved by both children and adults and are available in an ever-growing range of characters, sizes, and designs. From store shelves to the homes of avid collectors – Squishmallows have undoubtedly become a cultural phenomenon.
But who is behind these popular toys, and how did they come to be? In this article, we take a closer look at the origins of Squishmallows, the key figures behind the product, and the reasons for their incredible success.
Kellytoy and the Birth of Squishmallows
Squishmallows was launched in 2017 by Kellytoy, a company specializing in plush toys. The founder of Squishmallows is Jonathan Kelly, who, along with his brother Zac Kelly, had been running Kellytoy for many years before the launch. Kellytoy had already enjoyed success with several soft toys, but none of the earlier products could match the enormous popularity that Squishmallows would achieve.
Jonathan Kelly wanted to create something new – a plush toy that was not only soft and huggable but also had a unique personality and was instantly recognizable. The goal was to design a plush toy that could serve as a toy, a comforting friend, and an attractive collector’s item. With that vision in mind, Kelly and his team began developing what would eventually become Squishmallows.
The Development of the Squishmallows Concept: Inspiration from Japan
During the development process, Kellytoy drew inspiration from Japanese plush toys, renowned for their “kawaii” aesthetic—a style that emphasizes being as cute as possible. Kelly and his team aimed to combine this cuteness with ultimate softness. The result was Squishmallows—round, huggable plush toys made from a special polyester fabric that gives them an incredibly soft feel. Unlike traditional plush toys, which often feature a firmer stuffing, Squishmallows are filled with a soft, foam-like material that allows them to be squeezed and then slowly return to their original shape.
Each Squishmallow also comes with its own personality, described on a small tag that accompanies it. The characters range from animals to foods, fantastical creatures, and much more. This diversity has made Squishmallows appealing to a wide audience, regardless of personal taste.
Distinctive Features: What Sets Squishmallows Apart?
Squishmallows’ unique design and texture are undoubtedly one of the main reasons behind their popularity. The soft, marshmallow-like filling makes them especially good for hugging, and they serve as a source of comfort for both children and adults. Combined with their charming and varied appearance, Squishmallows have managed to attract a broad audience.
In addition, Squishmallows have fostered their own collector culture. Each character has its own backstory and personality, which creates a strong emotional connection. This has transformed Squishmallows from mere toys into little personalities that people collect or trade.
They are available in many different sizes—from small figures that can be attached to keychains to large, pillow-like versions. This variety boosts their popularity, as it gives both children and adults the opportunity to find a Squishmallow that fits perfectly, whether as a plush toy, decorative item, or travel companion.
Squishmallows: From Toy to Collectible
Although Squishmallows started out as simple plush toys, they have quickly evolved into sought-after collectibles. Limited editions and special figures have made some Squishmallows extremely rare and valuable. Fans collect and trade these figures, and there is a growing online community dedicated to buying, trading, and showcasing collections.
Social media has played a significant role in the success of Squishmallows as collectibles. Hashtags like #SquishmallowSquad and #SquishmallowHunt have become extremely popular. On platforms such as TikTok, Instagram, and YouTube, people share videos of their Squishmallow collections, unboxing videos, and tips on where to find rare editions. These communities have turned Squishmallows into more than just a toy—they are now a key part of an international collecting phenomenon.
Squishmallows in Popular Culture
The popularity of Squishmallows has also been boosted by their presence in popular culture. Celebrities and influencers have promoted Squishmallows by sharing images of their collections and mentioning them on social media. These endorsements have driven up demand, particularly among young adults and teenagers.
In addition, Squishmallows have collaborated with well-known brands and franchises, including Disney, Star Wars, and Pokémon. These partnerships have allowed Squishmallows to reach an even broader audience. Fans of these brands can now purchase Squishmallows featuring their favorite characters.
Why Squishmallows Are Here to Stay
Squishmallows’ popularity shows no signs of waning. With new characters, designs, and collaborations being continually launched, there is always something fresh and exciting for fans. The unique combination of softness, collectibility, and a wide range of characters ensures that Squishmallows remain relevant in an ever-changing market.
They have struck a chord with both children looking for a new plush toy and adults seeking comfort and nostalgia. Their appeal has made them more than just a passing trend—they have become a lasting fixture in the world of plush toys and collectibles. Whether as a gift, a collector’s item, or simply a cuddle buddy, Squishmallows are a phenomenon that looks set to endure for the long haul.
