Squishmallows: The Beanie Babies Of The 2020s

Back in the 1990’s, there were Beanie Babies. The lovable teddy bears came in all colors and sizes. However, their cuteness was dwarfed by their value.

The price of Beanie Babies were inflated by resellers on eBay and some, like the purple Princess Diana bear, are valued today at more than $500,000.

Now, Squishmallows are having the same experience. 

Squishmallows are round huggable stuffed animals created by Kellytoy in 2017. There are more than 500 Squishmallow characters. They all have a name and storyline.

There are various types of Squishmallows: Hug Mees, Stackables, Mystery Squads, Flip-A-Mallows and Neck Pillows. Squishmallows come in various sizes. Some are as small as a three inch keychain and others come extra large—up to 24 inches—perfect to use as a pillow.

The intention of the Squishmallow was to market it toward children, but it has grown in popularity with people of all ages, especially with teenagers and adults.

Tiktok, the video sharing app, has played an instrumental role in its boom in popularity. A term known as “Squishmallow hunting” was coined. It involves collectors visiting stores that carry Squishmallows in hopes of finding them. Fans post videos of them driving hours just to find their favorite Squishmallow. Even famous Tiktokers, such as Charli D’amelio, can be seen sporting her Squishmallow collection.

Due to their high popularity, it can be hard to find Squishmallows in stores, especially rarer models. This has led to a price inflation on selling apps such as Mercari and Depop, in which Squishmallows—especially the fan favorites, such as Wendy the frog or Ronnie the Cow—are sold for hundreds of dollars. They normally sell in stores ranging from five to 40 dollars. 

With the COVID-19 pandemic, more than 73 million Squishmallows have been sold. They are  projected to sell 100 million units by the end of the year, says Kellytoy’s parent company Jazwares. According to The New York Times, “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 can currently be found in stores such as Five Below, Walgreens, Target, Claire’s and Costco.