By Allison Watkinson
TLL Reporter
Jazwares has entered a licensing partnership with the PUMA brand for a Squishmallows-themed apparel and footwear collection.
Founded in 1948, PUMA is a global sports lifestyle brand that specializes in designing, developing, distributing and marketing sports-inspired streetwear and performance products.
The PUMA Group currently distributes its products in more than a 120 countries worldwide under the PUMA, Cobra Golf and stichd brand labels.
“As we continue to bring the Squishmallows brand to life through cross-category collaborations, our collaboration with PUMA allows us to step into the world of cool trend-forward street fashion to reach an even larger fan base,” said Jazwares SVP, Sam Ferguson. “Demand for Squishmallows is not slowing down so we are thrilled to collaborate on a fun and exciting spin on the iconic and vibrant PUMA style.”
The exclusive PUMA x Squishmallows collection will include three styles of hoodies, t-shirts, shorts and footwear that are inspired by licensed Squishmallows characters and iconography.
Squishmallows is an ultra-soft collectible plush brand that was initially launched by Kelly Toys Holdings in 2017.
Both Kelly Toys Holdings and the Squishmallows brand were officially acquired by Jazwares in 2018 following a year of collaboration.
Since the Squishmallow brand’s acquisition, Jazwares has focused on expanding Squishmallows into new retail markets and consumer demographics through licensing collaborations with fashion, beauty, gaming, and lifestyle brands.
The collectible plush brand has also grown to include over 1,000 different Squishmallows characters with their own names and backstories.
Jazwares currently has more than 70 licensing partners for the plush brand and is actively seeking more partners to further its expansion.
The PUMA x Squishmallows apparel and footwear collection is scheduled for launch in Spring 2024.
Jazwares is a global toy company that creates and manufactures products for both wholly-owned and licensed entertainment brands.
In addition to toys, Jazwares is known for producing licensed metaverse games, costumes, and pet products.
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