In the 1990s, Millennials had Beanie Babies. Today, Gen-Z has Squishmallows, a collection of cute plush pillows that have taken the world by storm. Founded in 2017 by Kelly Toys Holdings LLC, Squishmallows are round, pillow-like plush figures that typically feature animals and popular characters from pop culture.
With over 1,000 Squishmallows under the company’s belt alongside high-profile collaborations, the cute plush toys have become synonymous with younger Gen-Z consumers. Like Beanie Babies of the past, the Squishmallow frenzy is all about showcasing and expanding your collection, exacerbated thanks to platforms like Tik Tok and Instagram.
To date, over 50 million Squishmallow plushies have been sold worldwide, with new plushies being released constantly. If you’re in the market for a Squishmallow, or want to start growing your collection, here’s a guide on everything you need to know before you purchase.
What’s So Special About Squishmallows?
Even if you’re not into plush toys, it’s hard to deny that Squishmallows are adorable and fun toys. For parents, they’re a great entry-level collectible for your child, especially when considering the price. While there are some rare Squishmallows that trade for above $200, you can find some great plushies from anywhere between $20-$50. The combination of cuteness and affordability makes the plushies a great collectible for kids.
Never underestimate the power of social media, especially when considering the FOMO phenomenon (fear of missing out). On Tik Tok, the Squishmallows hashtag alone has 3.7 billion views, while Squishmallow — singular — has over 1.5 billion views. Popular videos include content creators with a vast, color-coded collection of Squishmallows, highlighting rare, sought-after plushies. The mesmerizing collections bring you in — hungry to get your hands on the latest cute plush.
How Much Do Squishmallows Cost?
Squishmallows come in four main sizes: clip-on, small, medium, and large, typically priced around $3-$50 at retail, with smaller sizes costing less. The clip-on Squishmallows are keychain-sized, and the small, medium, and large range between 5-10 inches, 11-13 inches, and 16-24 inches respectively. To put some perspective on the sizing, small Squishmallows are shaped like a small pillow, while the large plushies are big enough to be used as a body pillow for your legs or back.
On StockX, the price for Squishmallows is a reflection of market demand, and rare Squishmallows will typically trade at a price premium. Exclusive, limited-release Squishmallows will always trade above retail, some as much as 400%. The Squishmallow Ronnie the Cow 24″ Costco Exclusive Plush, for example, trades for an average price of $125, or a 426% premium.
Ronnie the Cow is an exception, however. Most Squishmallows on StockX are available for under $50, and you can even find some great plushies for under $30. Squishmallow pricing will always depend on the rarity of the plushies, as more common releases trade for less money.
The Rarity Scale of the Plushies
The Squishmallows site recently added a rarity scale, giving transparent insight into how the company scales how rare the plushies are. New, limited edition plushies will feature a special tag indicating the rarity of the Squishmallows. The tags follow this scale: rare, ultra rare, special edition, select series, check-in series, and founder’s edition.
Rare Squishmallows feature a silver tag and indicate only 75,000 units were made. Ultra-rare plushies feature a gold tag and indicate only 50,000 units were made. The holographic tag for special edition plushies indicates only 20,000 exist in the wild, and the black select series tag means only 10,000 are made. The purple check-in series means these selection Squishmallows can only be found at select, undisclosed locations.
The rarest plushies are the Founder’s Edition — plushies that are not available in the wild at retailers. Instead, Founder’s Edition plushies are redeemable through Squishmallow trading cards, which have a small probability to include the card you need to redeem the rarest Squishmallows in the world.
Squishmallows x Pokémon, first seen at SDCC 2022. Photo by Aaron Margolin via Twitter
Squishmallows: The Power of Collaborations
From Disney to Pokémon, Squishmallows collaborations have helped propel the plushies to new audiences, growing the brand’s reach and popularity. The Squishmallows x Pokémon collab in particular was a display of cross-culture success, bringing gamers into the collectibles ecosystem. Unveiled at San Diego Comic-Con in July 2022, the collaboration was met with hype from gamers. Pokémon and Squishmallows featured Pikachu and Gengar on display at the convention, drawing crowds of people to snap a photo of the duo.
San Diego Comic-Con was a great teaser for fans, and we still don’t have a set date on when the plushies will be available. We do know that the plushies will be sold at the Pokémon Center website, which is almost guaranteed to sell out after release.
If and when the collaboration sells out, keep it locked in on StockX, the best marketplace to find brand new Squishmallows.To shop our full catalog of Squishmallows, click here.
