By Allison Watkinson
The licensed apparel company Poetic Brands has secured the first licensee for its newly-created footwear division.
The first licensing partnership for Poetic Brands new division is with the Original Squishmallows toy brand. For the licensing collaboration, Poetic Brands is developing a collection of Squishmallow-themed children’s footwear and slippers.
“This has been a really exciting brand to work on and we’re so proud of the product line,” said Poetic Brands director, Anne Bradford.
“We can’t wait to bring the ultra-squeezable, snuggly Squishmallows brand into our footwear division.”
Original Squishmallows is an ultra-soft, collectible plush brand owned by the global toy company Jazwares. The Squishmallows brand was initially launched in 2017 by Kelly Toys Holdings.
Following numerous licensing collaborations between the two companies, Jazwares acquired Kelly Toys in 2018 to expand the licensing reach of the Squishmallows brand.