While collecting is serious business, so is the community that's formed around Squishmallows online. 'Now I have 45 Squishmallows,' McKinley said. She'll occasionally go Squishmallow hunting, a hobby that started during quarantine, and search for them at different stores for hours at a time, filling the space between locations with podcasts and music. McKinley said she began collecting Squishmallows after receiving several as gifts before they became popular online. Maui, the pineapple Squishmallow, 'doesn't like to be scared, so she tries to conquer her fears by trying new things.' Squishmallows originally launched in 2017 with a line of eight characters sold at Walgreens in three sizes - 8, 12, and 16 inch - Jonathan Kelly, copresident of Kellytoy, told Insider.Įach Squishmallow has a name and a personality: My newest Squishmallow, Reina, is a 'style icon' who loves to do hair. It's a little bit firm, a little bit spongy, but still very squishy.' Squishmallows launched in 2017 and have been growing in popularity 'Their squishiness is a very specific kind of squishiness. 'They're just really simple and cute,' said 20-year-old Lee Wilkinson, who bought their first Squishmallow on a whim during a Walgreens snack run. With over 500 distinct Squishmallows, including regional exclusives, they've also turned into a collector's item that follows in the footsteps of toys like Webkinz and Beanie Babies. But their adorable nature is only part of the appeal. If you look at - or even better, hug - a Squishmallow, you'll start to understand why they're so popular. Kellytoy, the company responsible for Squishmallows, said this time last year that it had sold millions of the toys. Account icon An icon in the shape of a person's head and shoulders.

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