By Allison Watkinson
TLL Reporter
Jazwares has collaborated with H&M to launch a licensed apparel and accessories collection based on the Squishmallows plush line.
The licensed apparel and accessories collection is inspired by the ultra-soft material of Squishmallows plush toys.
The co-branded products feature several licensed Squishmallows characters such as Cam the Cat, Archie the Axolotl, Joelle the Bigfoot and Rodry the Bearded Dragon.
The new character Rodry the Bearded Dragon is a Squishmallow that is exclusive to the H&M fashion line.
Marketed for kids and young teens, the Squishmallows fashion collection features a total of 42 items. These items include slippers, pajamas, t-shirts, dresses, earmuffs, hoodies, backpacks, socks and more.
“Squishmallows is loved by many kids around the world, and we are so excited to be offering a unique collection to all Squishmallows fans,” said H&M Kids head, Sofia Löfstedt.
Initially founded in Sweden in 1947, the H&M Group is a multinational fast-fashion company that specializes in designing, manufacturing and marketing branded products.
In addition to creating and distributing products for its main H&M clothing brand, the group also offers products through its COS, Arket, Monki, Weekday, Other Stories, H&M Home and Afound brand labels.
“Partnering with H&M, a global force in fashion, allows us to authentically translate the world of Squishmallows into stylish apparel and accessories we know consumers will love,” said Jazwares SVP, Sam Ferguson. “We are steadfast in our vision to expand Squishmallows into a full 360-degree lifestyle brand and are eager for fans to add this epic collection to their wardrobes.”
Owned by Berkshire Hathaway, Jazwares is a global toy company that develops and manufactures high-quality products based on its portfolio of wholly owned and licensed entertainment and childrens’ brands.
Over the last year, Jazwares has been focused on expanding its Squishmallows plush toy brand into additional lifestyle categories.
The company has been actively seeking licensing partnerships across categories such as fashion, gaming, stationary, bedding, snacks and more.
The Squishmallows licensing portfolio currently includes more than 70 different licensees from around the world.
The officially licensed Squishmallows H&M fashion collection has been available for purchase online since Dec. 7. The products are scheduled to launch at brick-and-mortar retail locations worldwide beginning on Dec. 21.