Kellytoy Partners with Sanrio® to Bring Hello Kitty and Friends Squishmallows to Market

Apr 19, 2021

LOS ANGELES — April 19, 2021 — Kellytoy, a subsidiary of Jazwares, LLC, today announced that in partnership with Sanrio®, the brand is debuting an all-new Hello Kitty® and Friends Squishmallows™ squad rolling out to retailers now. Kellytoy is producing 5-inch, 7-inch, 8-inch, 12-inch, and 20-inch versions of the cuddly and snuggly Hello Kitty and Friends mallows (SRP range from $4.99 to $49.99), and are expected to be in high-demand as both fan bases rush to collect the first-of-its-kind Squishmallows. Characters include Hello Kitty, Tuxedosam™, My Melody™, Pompompurin™, Badtz-Maru™, Chococat™, and Keroppi™. Kellytoy will offer various styles of the characters such as Hello Kitty dressed as a flower, mermaid, or pineapple, or Pompompurin dressed as a burger or sundae.

Hello Kitty squads are available now at Claire’s and will hit shelves this month at Hallmark, TJX, Learning Express, Sav On Foods, London Drugs, Hot Topic, EB Games, Mr. Toys Toyworld, and Toymate. Five Below and Costco (U.S., Canada, Australia, UK, and France) will carry Hello Kitty collections starting in May 2021 as well as

Squishmallows and Hello Kitty are loved by “kids” of all ages around the world. More than 80 million of the loveable Squishmallows have found homes since their debut and have quickly grown into a TikTok toy sensation, with nearly two billion organic video views on #squishmallows (and related) video tags.

“We know how much fans and collectors have been clamoring for a Hello Kitty and Squishmallows collaboration, so we’re excited to partner with the global icon to bring these characters to fans around the world,” says Kellytoy Co-President Jonathan Kelly.

“For over 60 years, Sanrio has been committed to spreading friendship and kindness through small gifts,” says Jill Koch, Sr. Vice President of Sales and Business Development at Sanrio, Inc. “Plush has always been a top category for Sanrio that ties back to our heritage. In partnering with Squishmallows, who also aims to fill hearts with love and affection, we are able to deliver new interpretations of our lovable characters as well as the exciting element of collectability.” 

Caring for Squishmallows is easy; give them lots of love, machine wash in cold water and tumble-dry on low heat—remember not to iron them!

Make sure not to miss out on anything this year by joining the #SquishmallowSquad online and follow @Squishmallows on Facebook, Instagram, Twitter, and YouTube.

The shape, look, feel, and texture of Squishmallow® and Squishmallows™ branded plush toys constitute Kellytoy’s proprietary trade dress.

About Kellytoy

Kellytoy manufactures a portfolio of award winning everyday and seasonal plush products that includes its best-selling Squishmallows®, Kellybaby as well as a pet products line called Wags & Purrs™. Over the past three decades, Kellytoy has positioned itself to meet the needs of its customers in mass market, gift/specialty/toy retailers, party and pet stores, supermarkets, discount stores, drug stores, amusement parks and even crane machines in arcades the world over. Kellytoy also makes products in collaboration with leading classic characters, including major licenses, as well as blockbuster theatrical franchises.

About Jazwares

Jazwares, a subsidiary of Alleghany Capital Corporation, is a global leader in consumer products including toys, plush, action figures, collectibles and musical instruments. Jazwares’ portfolio includes a variety of dynamic licensed and wholly owned brands. With over 20 years of design, development, and manufacturing expertise, Jazwares is an award-winning company with a progressive focus on identifying new trends and transforming them into high-quality products for consumers of all ages.

Jazwares, which is headquartered in Sunrise, FL, has offices around the world and sells in over 100 countries. Since its inception in 1997, Jazwares continues to grow through the development of new products and the strategic acquisitions of companies like First Act™, Russ Berrie™, Zag Toys™, Wicked Cool Toys™ and Kellytoy®. For more information about Jazwares, please visit

About Sanrio® 

Sanrio is the global lifestyle brand best known for pop icon Hello Kitty®, and home to many other beloved character brands including Chococat™, My Melody™, Badtz-Maru™, Keroppi™, Gudetama™ and Aggretsuko™. Sanrio was founded on the “Small Gift, Big Smile®” philosophy – that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that inspire unique consumer experiences across the world. Today, Sanrio’s legendary breadth of products are available in over 130 countries and in retail locations including department, specialty, national chain retailers and Sanrio boutique stores. To learn more about Sanrio, please visit and follow on Facebook, Instagram and Twitter – @sanrio, @hellokitty.