Jazwares, the maker of the popular Squishmallows brand, is collaborating with global fashion brand H&M to launch a vibrant apparel and accessories collection inspired by the plush sensation.
Available online now and in stores globally on 21 December, this marks the first collaboration between H&M and pop culture hit, as Jazwares continues to build the number one plush property into a global lifestyle brand.
Inspired by the signature plush softness along with several popular Squishmallows, the 42-piece collection for kids and tweens features an expansive line list of apparel and accessories including slippers, pyjamas, t-shirts, dresses, earmuffs and hoodies among others.
Each fashion-forward item incorporates the unique personalities of the Squishmallows. Special to the H&M collection is ‘Rodry’, a yellow bearded dragon Squishmallows plush sporting a new look.
“Partnering with H&M, a global force in fashion, allows us to authentically translate the world of Squishmallows into stylish apparel and accessories we know consumers will love,” commented Sam Ferguson, svp of licensing at Jazwares. “We are steadfast in our vision to expand Squishmallows into a full 360-degree lifestyle brand and are eager for fans to add this epic collection to their wardrobes.”
Sofia Löfstedt, head of creative and design at H&M Kids, continued: “Squishmallows is loved by many kids around the world, and we are so excited to be offering a unique collection to all Squishmallows fans.”
Over the past year, Jazwares has focused on evolving Squishmallows as a lifestyle brand with partners across gaming, fashion and numerous lifestyle categories.
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