Every year, Halloween Squishmallows explode in popularity — and Berkshire Hathaway is enjoying those gains.
What could be cuter than a cuddly Squishmallow dressed up for Halloween? There’s Emily, a black bat with fangs peeking through her smile, Maui, a sweet skeleton pineapple, and Pumpkin Cam, the jack-o’ lantern version of the brand’s bestselling kitty.
Squishmallows are an ultra-soft collectible that’s taken the world by storm. These egg-shaped plush toys are manufactured by Jazwares, and are woven from a unique fabric that’s said to feel like marshmallow — hence its name. Seasonal Squishmallows’ rollouts send legions of die-hard fans to buzz excitedly on TikTok each time a new colorful character is introduced. There are Squishmallows for all occasions, but winter holiday and Halloween Squishmallows have their own cult following within the hobby.Squishmallows eventually caught the attention of famed investor Warren Buffett back in 2022.
Anyone can make a squishy soft toy — savvy marketing is what elevates Squishmallows to greatness. Co-founder Laura Zebersky is known for seeking out nontraditional advertising channels to sell her company’s products, such as on social media and through influencer marketing. Ironically, the covid-19 pandemic may have been Squishmallows’ biggest boon. Everyone was stuck at home, giving many adults the chance to play with toys again. The cuddly nature of Squishmallows helped ease the feelings of anxiety and isolation that people were experiencing — just hug a Squishmallow and you'll see for yourself!You can pick up a Squishmallow at nearly every major retailer from CVS to Walmart.
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