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Jazwares boosts Squishmallows EMEA licensing drive

The Squishmallows European consumer products programme continues to grow – with over 10 new deals signed in the last six months and new agency partners now on board.

With a presence in over 60 countries, Squishmallows’ broad appeal has led to the sale of over 400 million Squishmallows.

On top of this, the brand is expanding across lifestyle categories such as FMCG, apparel, homeware, stationery and more.

Within softlines, Fashion UK has joined the Squishmallows apparel and accessories portfolio for daywear, nightwear and accessories for both UK and Europe; footwear partner Poetic Brands has extended its regional rights after success with the Squishmallows plush slippers in AW23; while Hunter Price has extended its current rights to include jewellery and hair accessories for the UK.

Quarto is publishing the first Squishmallows Baking Book with themed recipes. Currently, on pre-sale across all good online retailers, it will launch on 3 September 2024 globally.

Following successful UK launches, Curious Universe has been granted further European expansion rights for art and craft publishing formats including sticker books, crafting sets, and colouring formats.

Expanding Squishmallows’ success in the home category, Fizz Creations is onboard as a partner for home décor and gifting, including lighting and small domestic appliances for the EU, which are due to launch at retail later this year.

Longstanding home partner, Character World Brands has expanded rights to include storage and logo pegs for Europe in addition to core home; and Hox Global (formerly Zak UK) has come on board as a partner for housewares, drinkware and back to school lunch bags and will be offering a personalisation service via Fringoo.

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