The Squishmallows fandom has been compared to the craze surrounding Beanie Babies and is on its way to becoming as iconic as Hello Kitty and Pokémon. This article explores the phenomenon, highlighting the passion and loyalty of fans who collect these soft and squeezable plush toys. The popularity of Squishmallows has grown rapidly, with fans of all ages driving sales. Despite never running an advertising campaign, Squishmallows has become a top toy property alongside well-known brands like Lego and Barbie. With over 11 billion organic impressions on TikTok, Squishmallows has created a devoted following akin to the Beanie Baby craze and is projected to become a lasting brand. Toy expert Chris Byrne affirms that Squishmallows is not just a passing fad but will likely become a classic toy due to its loyal and passionate fan base. The article also delves into the origins of Squishmallows, with designer Sunny Cho drawing inspiration from Japanese-style plush toys. The toy was initially limited in distribution and availability, which added to its allure and appeal to collectors. However, after toy manufacturer Jazwares acquired Squishmallows’ parent company, KellyToy, distribution and availability expanded significantly. The COVID-19 pandemic further boosted the popularity of Squishmallows, as children found comfort in them, and their affordable price made them a popular choice for parents during uncertain times. What sets Squishmallows apart from other plush toys is the emotional connection it fosters among fans. Each Squishmallow has a name, a birth date, and a detailed backstory, creating a narrative-based brand experience. The characters are diverse, inclusive, and constantly evolving, catering to a wide range of interests. Collectors of Squishmallows enjoy the thrill of the hunt and actively engage with the fandom by attending meetups, trading, and following social media influencers. The Squishmallows community is also known for its welcoming and cooperative nature, creating a special bond between fans. Overall, Squishmallows’ unexpected success can be attributed to its organic growth, passionate fan base, and unique brand experience.
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