![]() Some position their Squishmallows in frame during their Zoom classes as a conversation starter or to show off their collections. Brown said Squishmallows have become particularly popular among students during the pandemic. “There’s a lot of scalpers now that go out and buy an entire store’s stock.” “It’s created a lot of issues finding them in stores,” said Rebecca Brown, 21, a college student in Huntsville, Ala., who has 325 Squishmallows. He said that the company is increasing production to keep up with demand. “The success of Squishmallows comes from the exclusivity, which helps drive collectibility, said Jonathan Kelly, co-president of Kellytoy. ![]() According to Insider, Squishmallows are being resold for hundreds of dollars on sites like Mercari. Some that have become hard to find are fetching big prices at resale, though. (In February 2020, The Toy Book, a trade publication, reported that the company had sold 50 million Squishmallows.) According to the company, sales of Squishmallows have tripled in the past six months. Jazwares said in early March that it has sold more than 73 million toys. “Even though the craze was coming before the pandemic, it certainly hit a fever pitch in the past year, and this craving for comfort is a big part of it,” said Kelly Deen, senior vice president of marketing at Jazwares, the parent company of Kellytoy, which created Squishmallows. Collectors say the stuffed animals have given them comfort in a painful year, and that hunting for them has fostered a much-needed sense of community during an extended period of isolation. Squishmallows, a line of soft, huggable toys created in 2017, have exploded in popularity during the pandemic, thanks to social media and in particular TikTok (or “SquishTok,” as fans call it). ![]() Over the last few months, bulbous and brightly colored plush toys have sparked a Beanie Babies-style craze among children, teenagers and adults alike. ![]()
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