Jazwares, founded in 1997 in Sunrise, Florida, is a leading toy and entertainment company renowned for creating innovative and high-quality products. They are the creators of the immensely popular Squishmallows plush toy line, which has become a global phenomenon, beloved by children and collectors for its irresistibly soft designs and diverse characters. Alongside Squishmallows, Jazwares offers a wide range of action figures, collectibles, role-playing accessories, and other toys inspired by popular franchises like Pokémon, Marvel, and Halo.

Over the years, Jazwares has grown through strategic partnerships and acquisitions, including brands like Kellytoy, Wicked Cool Toys, and Russ Berrie. This expansion has enabled the company to cater to various audiences, from kids to adult collectors. By combining original creations like Squishmallows with licensed products from major franchises and platforms like Roblox and Fortnite, Jazwares continues to be an industry leader, fostering imagination and joy through their ever-evolving lineup of toys and entertainment products.

Squishmallows are a line of ultra-soft, marshmallow-like plush toys created by Kellytoy, first released in 2017. They are made from a unique, squishy polyester filling that gives them a soft, cushiony feel, making them perfect for hugging or squeezing. Each Squishmallow is designed with a distinct character, ranging from animals like cats, dogs, and unicorns to food-inspired designs such as sushi, cupcakes, and even rare mythical creatures like dragons and dinosaurs. The plush toys come in a wide range of sizes, from small keychain-sized ones to larger 24-inch plushies, making them suitable for both display and cuddling.

Squishmallows quickly became a collectible craze, with over 1,000 different characters released to date. The brand has introduced limited-edition characters and seasonal collections, driving up demand among collectors. They have also teamed up with popular brands and franchises for special collaborations, such as Disney and Star Wars. One of the key factors behind their success is the brand's emphasis on character and personality, with each Squishmallow having a name, backstory, and a unique "bio" that adds to its appeal. With their growing popularity, Squishmallows have expanded into various merchandise like accessories, apparel, and even a mobile app that allows fans to engage with their favorite characters.