Innovation First International has partnered with American toy business, Kellytoy Worldwide, to exclusively distribute the new Squishmallows range in Australia.


The Squishmallows range features Kawaii design across 13 different eight inch plush, collectable characters, each with their own backstory.


During the launch year of the product, over 20 million Squishmallows were sold across different markets, including North America.


Retailers will see an updated selection of the range available every four months, with new product lines introduced to keep consumers engaged with the brand.


President and CEO of Innovation First, Tony Norman, said that the Innovation First team is thrilled to be working with Kellytoy on Squishmallows.


“We are delighted to be working alongside the team at Kellytoy to launch Squishmallows here in Australia.


“The popularity of Squishmallows in 2018 has been phenomenal and we know that this new take on the soft collectable will appeal to children of all ages.


“We are supporting the launch with an intensive marketing campaign beginning in early 2019,” he said.




Kellytoy CEO, Jonathan Kelly, said that the Squishmallows product serves many functions.


“We are excited to be working with Innovation First to offer exclusive products that fans around the world want to collect.


“Squishmallows [is] a versatile product. They are soft enough to play catch with and huggable enough to serve as a bedtime buddy or pillow and are wonderful friends that help relieve stress and anxiety in times of need,” he said.


The announcement was made on 06 February.


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