Jazwares, the maker of the popular Squishmallows brand, has collaborated with Swedish retailer H&M on a collection inspired by Squishmallow’s signature plush toys.
The collection launches online on Thursday and in stores on Dec. 21. This marks the first collaboration between H&M and Squishmallows as Jazwares works to capitalize on the plush toy’s popularity.
The 42-piece collection for kids and pre-teens features an expansive line of apparel and accessories, including slippers, pajamas, T-shirts, dresses, ear muffs and hoodies. Unique to the H&M collection is Rodry, a yellow-bearded dragon Squishmallows 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,” said Sam Ferguson, senior vice president of licensing at Jazwares, in a statement. “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.”
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Over the last year, Jazwares has been focused on evolving Squishmallows with collaborations across fashion, gaming and lifestyle categories. In October, Squishmallows unveiled its collaboration with footwear and athletic brand Puma for a collection set to launch in spring 2024. Squishmallows has also released a multitude of co-branded plush toys with Disney, McDonald’s, Pokémon and Nickelodeon.
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H&M’s Squishmallows collaboration comes just a month after the Swedish retailer released its latest luxury brand collaboration with Paco Rabanne. H&M and Paco Rabanne celebrated the collaboration with a party in Paris during Paris Fashion Week.
In November, H&M revealed another collaboration, this time with Rotate Birger Christen for a holiday capsule. The Scandinavian celebrity and social media-favorite brand released a 20-piece collection of statement party dresses to coincide with holiday celebrations.