Jazwares is snuggling up to new licensing partners for its plush brand Squishmallows. The Florida-based toymaker’s growing consumer products program is focused on categories including apparel, bedding and stationery.

Just-signed licensees include Bioworld (apparel, loungewear, headwear, bags, socks, accessories), BigMouth (pool floats, cooler bags, beach chairs, pop-up tents), BBC International (footwear), Franco MFG (bedding, accessories), Fashion Angels Enterprises (stationery, back-to-school), Parkside Collectibles (trading cards) and Primary Colors (gummy and candy products).

The majority of these new product ranges will launch throughout 2022, although BBC International’s footwear is available now and Parkside Collectibles’ first line of trading cards is set to hit US shelves later this month.

Kellytoys first launched the Squishmallows plush brand in 2017, and Jazwares acquired the LA-based manufacturer in 2020. Earlier this year, Jazwares announced that entertainment and sports agency CAA would represent Squishmallows in entertainment categories such as film, TV, video games, publishing and live touring.

According to data from market research firm The NPD Group, the plush category is propelling overall toy sales in the US. Quarterly sales for the segment were up by 39% in Q3 2021 and contributed to an 11% growth in total toy sales for the same period.