Jazwares announce partnership with PUMA

Jazwares, one of the world’s fastest-growing toy companies,have announced a partnership with global sports brand PUMA for an apparel and footwear collection featuring the iconic core characters of plush sensation Squishmallows®. Set to launch in spring 2024, this is the latest collaboration for the Squishmallows brand, as Jazwares stays laser-focused on growing the #1 plush property in the U.S. as a global lifestyle brand.

Inspired by Squishmallows’ signature soft and colorful styles, the PUMA x Squishmallows collection will include three stylish footwear options for kids and adults, plus hoodies and matching t-shirt and shorts sets. The launch will include exclusive, must-have items featuring favorite Squishmallows that fans and fashionistas will adore. 

“As we continue to bring the Squishmallows brand to life through cross-category collaborations, our collaboration with PUMA allows us to step into the world of cool trend-forward street fashion to reach an even larger fan base,” said Sam Ferguson, Senior Vice President of Licensing, Jazwares. “Demand for Squishmallows is not slowing down so we are thrilled to collaborate on a fun and exciting spin on the iconic and vibrant PUMA style.”

Over the last year, Jazwares has also been focused on developing Squishmallows as a lifestyle brand with world-class licensee collaborations across fashion, gaming, and lifestyle categories, adding to its illustrious portfolio of more than 70 best-in-class licensing partners.