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Saman Shafiq, USA TODAYOctober 5, 2025 at 5:03 AM
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"Wicked," "Superman," "Hello Kitty," "Stranger Things" and other pop-culture-inspired squishmallows are dominating this year's holiday lineup of the cuddly and squishy toys.
Jazwares, the company behind Squishmallows, dropped their collection for the upcoming holiday season and highlights include Elphaba and Galinda squishmallows, Care Bear squishmallows, Hello Kitty builder set and BumBumz, a plushie of Krypto from "Superman," Squishpillow and an entire collection dedicated to fans of Netflix's immensely popular TV show "Stranger Things."
Jazwares' executive Bret Ingraham told USA TODAY earlier this week at an exclusive preview of the collection in New York City the company has been "integrating a lot of pop culture" and video-game inspired stuff into their products.
The toy company has created over approximately 7,000 unique styles of squishmallows, and "it just continues to grow," Ingraham said, adding "each have their own personality, their own vibe."
"We have a whole team that does nothing but work with the squishmallows," Ingraham continued. "So, they're going like deep down the rabbit hole of pop culture and getting some really cool characters."
"Wicked," "Superman," and other pop-culture favorites have inspired the 2025 squishmallows collections.
Ingraham said Jazwares hopes the new lineup will bring consumers "seconds of joy" and transport them to simpler times.
"In a challenging world, when you're hit with all this negative news, having this stuff (toys) bring you seconds of joy," Ingraham said, adding the company has noted a trend of adults collecting and playing with toys.
"It's awesome because number one, you don't get a hangover doing it, number two, it brings joy and number three, it connects you back to a place of innocence when you were a kid," Ingraham said.
The executive added that the company is mindful of the economic stress consumers are experiencing and has ensured there is something for every budget.
"We're trying to be cognizant of people's budgets and have products at all different price points, Ingraham said. "So, no matter what your budget is, you can either get a really big toy, (or) you can get a whole bunch of little stuff."
He added: "We're seeing a lot of novelty and impulse purchases kind of skyrocket, so we're creating a lot more products."
Squishmallows and other products from Jazwares, such as the plushies, pillows, stocking stuffers, and bumbumz are available to purchase on Jazwares' website or on retailers such as Amazon, Target, and Walmart for a range of prices.
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Here's a look at 2025 Squishmallow's holiday lineup
1 / 14Squishmallows takes inspiration from "Wicked," "Stranger Things" for 2025 holiday lineThe 'Stranger Things' collection include limited edition plushies and action figures inspired by the TV series' characters.What are Squishmallows?
Similar to Beanie Babies, Squishmallows are cuddly plush toys that have their own name and unique bio. The toys' compact and soft design makes them perfect for toddlers. They come in many shapes and sizes, from 5 inches to 24 inches, and many are based on pop culture characters like Baby Yoda or Chewbacca.
"Since its debut in 2017, Squishmallows has featured collectible plush with lovable personalities, a whimsical design, and ultra soft feel," Jazwares' says about the product on their website.
Squishmallows perfumes
Squishmallows new fragrance will come in three variants inspired by Cam the Cat, Patty the Cow and Zumirez the Bat.
This year, Jazwares is going one step forward and is introducing a line of fragrances "inspired by the brand's most iconic characters" in partnership with fragrance veteran Joel Ronkin's Blue Meadow Brands.
The company says the Squishmallows is "expanding its mission to spread joy" with its debut collection of "three mood-boosting scents."
"Each scent is infused with an exclusive Squishmallows Accord – a delicious blend of sweet and fluffy marshmallow notes combined with EmotiWaves scent technology that elicits feelings of happiness, well-being and joy," the company said in a news release. The perfumes are bottled in designs that "mirror the soft, familiar shapes of Squishmallows' most popular characters" and each bottle comes with a "collectible bulb atomizer" to mimic the squishmallows "squishability."
The three new Squishmallow fragrances include:
Whisked Away: A vanilla amber gourmand inspired by Squishmallows' mascot Cam the Cat and his love for coziness and comfort.
Pink Possibilities: A fruity floral green inspired by Patty the Cow and her family's booth at the springtime farmer's market.
Moonlit Mist: A floral fruity gourmand inspired by Zumirez the Bat and the enchanted forest he calls home.
The Squishmallows Fragrances will be available at in-store and online at Ulta starting Oct. 5 and will retail between $38 and $58. Shoppers will receive an exclusive Squishmallows plush with the purchase of any 3.4 oz Squishmallows Fragrances in stores and at Ulta.com for a limited time.
Contributing: Anthony Robledo, USA TODAY
Saman Shafiq is a trending news reporter for USA TODAY. Reach her at [email protected] and follow her on X and Instagram @saman_shafiq7.
This article originally appeared on USA TODAY: Squishmallows' holiday lineup include 'Stranger Things,' 'Wicked', more
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October 05, 2025 at 01:45PM