“We don’t participate in any secondary market sales activity, so this is completely fan-driven. Of course, we had to learn more about these collectibles straight from the sources and learn how they become such an elusive kid’s brand. Some of these plush toys, which retail between $5.99 - $39.99, have become so popular, they’re being sold on eBay for over $1,000 (yes, you read that correctly!). And trust us, once you get one in your hands, you'll understand - it really does feel like a squishy marshmallow. “Naming something can be challenging, but in this case, the unique one-of-a-kind feel of the plush toy gave us the name! It is super squishy when you hug it and reminds people of a marshmallow when you feel it! The combination of the two ultimately gave us the name Squishmallows.” Runken explains. If you ever wondered how the name came to be, it actually makes a lot of sense when you hear the story. “Squishmallows are one of those things that have struck lightning, and it all came together to strike a chord for everyone from eight 108!” “Squishmallows were developed to bring joy to fans of all ages with relatable personalities and squads that are super fun to collect and hunt,” Runken tells PEOPLE. Curious to learn more, we spoke with Gerhard Runken, Senior Vice President of Brand & Marketing, to learn everything about the adorable plush toys, like how the name came to be, how the brand amassed such a big following, and which Squishmallows are predicted to be the most popular of 2023. Currently, there are over 500 characters to choose from. Each character has a super distinct personality and even has an in-depth backstory, which is what makes them so covetable and relatable.The collective toys have been seen all over TikTok and been favored by celebrities ranging from Lady Gaga to Kim Kardashian and Jessica Simpson, to name a few. Squishmallows are super soft plush toys that have been touted as Gen Alpha’s version of the iconic Beanie Beanies, and rightfully so. The cozy and cuddly plush toy has amassed a gigantic following and has become a global phenomenon since debuting in 2017. Thank you so much for making my friend's wedding even more memorable and enjoyable.It’s pretty impossible to be looking for a children’s toy and not come across the über viral Squishmallows. Folks just love sweets and I just love Squish Marshmallows. The marshmallows were a success, and my friend was a very happy bride and glad that she allowed me to surprise her with my choice of marshmallows and how fantastic everything turned out and how people were complimenting everything and how unique it was. A plan was presented to me that was absolutely perfect! Katherine planned for the favors, so incredibly unique, and the presentation of the squish marshmallow creations was simply exquisite, almost too pretty to eat, but everyone did. I didn't have to do a thing except present a pic of the cake. I knew Squish Marshmallows would be a tremendous hit and had full cooperation in figuring out which marshmallows might be most complimentary to the cake in terms of taste and decoration. I was the maid of honor for my friend's wedding and needed to get dessert and party favors to compliment the wedding cake. I've met the owner, Katherine Sprung who is a joy, her passion in what she does is so evident and it makes this place very special. Ean, uplifting and the staff is so friendly and helpful.
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