What are Squishmallows, exactly?

Squishmallows are super-soft, marshmallow-textured stuffed animal plush toys made by Jazwares, a US-based toy company. Each Squishmallow has a name, a personality bio, a "squad" affiliation, and a unique character design — making them collectible in a way most plush lines aren't.

The brand launched in 2017, exploded in 2020-2021 during the pandemic, and has remained one of the top-selling kids' plush brands ever since. As of 2026 there are over 3,000+ unique Squishmallow characters across the full lineup.

Squishmallows sizes — which one to buy

Squishmallows come in eight standard sizes. Here's what each is best for:

Our recommendation by gift purpose:

• "Just one to try" → 5" or 8"
• Birthday cuddle gift → 11" or 14"
• "Wow" big gift → 16" or 20"
• Stocking stuffer / collecting → 2.5" Micromallows or Squishville

The official Squishmallows lines

Original Squishmallows

The flagship line — the round, cylindrical, marshmallow-shaped plush you picture when you hear "Squishmallow." Sold in every size 5"-24". Most collectible, most varied character lineup.

Shop our Original Squishmallows 5" mystery plush.

Squishmallows HugMees

Same Squishmallow squish, but with arms and articulated huggable proportions. Released in 2022 as a more "huggy" alternative to the round Original. Available in 11" and 14".

Squishmallows Stackables

Flatter, pancake-shape Squishmallows designed to stack on each other or be used as pillows. Great for sleeping with multiple Squishmallows at once. Available in 12".

Squishville Mini Squishmallows

2" pocket-size Squishmallows that come in playsets, vehicles, single-figure capsules, and themed series. Great for collecting and dollhouse-style play.

See our complete Squishville Mini Squishmallows collection.

Micromallows (mystery capsules)

2.5" Squishmallows sold in mystery capsules — you don't know which character you'll get until you open it. Adds the unboxing/blind-bag thrill that kids love.

Shop the single Micromallows mystery capsule or save with the 3-pack bundle.

Limited collaborations

Jazwares regularly drops licensed Squishmallows: Disney, Pokemon, Sanrio (Hello Kitty, Cinnamoroll), Star Wars, NBA, NFL, Sesame Street, Care Bears. These tend to sell out fast and command premium resale prices.

The mystery / blind-bag formats

If your kid is into collecting rather than just owning, the mystery formats are where the addictive fun lives:

• Micromallows mystery capsules — random character reveal in every capsule. Same Squishmallow universe, surprise reveal. The most popular blind-bag format.
• Squishville mystery squads — themed multi-pack mystery sets where you don't know which characters you're getting from a specific squad theme.
• Squishmallows clip-on mystery bags — backpack-clip mini Squishmallows in surprise format.

For our complete take on the mystery / blind-bag toy market — including how Squishmallow mystery formats compare to other top mystery brands like Mini Brands, Pembe the Pink Cat, and TADC mystery boxes — see our mystery box and blind-bag toy guide.

Rarity, "Squad" tiers, and what to actually pay

Squishmallows have an unofficial rarity hierarchy that collectors track:

1. Standard release — main lineup, in-stock at most retailers, MSRP applies
2. Holiday / seasonal — Christmas, Halloween, Valentine's editions, sometimes harder to find post-season
3. Retailer exclusive — Costco-only, Walgreens-only, Five Below-only releases
4. BST (Box Lunch Squishmallow Tour) / convention exclusives — extremely rare
5. Limited Edition / numbered — official drops with serial numbers, instant collector items

Reality check: Resale prices on rare Squishmallows can range from $50 (uncommon) to $500+ (highly sought-after retired drops). For a kid who just wants to own one, ignore the rarity rabbit hole and grab any character they love. For a collector, follow @squishmallows on Instagram for new-drop announcements.

Where to buy in 2026 (and why some are sold out)

Squishmallows are sold at Target, Walmart, Costco, Five Below, Amazon, Walgreens, Justice, Hot Topic, Box Lunch, and online specialty toy stores like ours.

Why some characters are sold out:

• Big retailers carry only the standard lineup — they pass on smaller-run mystery formats and limited editions
• Hot characters (especially licensed collabs like Sanrio Squishmallows) sell through their initial allocation in days
• Squishville and Micromallows are mystery-format and don't always restock at the same SKUs

At Increditoyz, we focus on the smaller-run formats — Squishville and Micromallows mystery capsules — that big retailers don't always stock. Plus our 5" mystery character plush is a perennial gift favorite.

Squishmallows by age

Want our age-specific picks? Check our Best Squishmallows by age — 2026 gift guide.

Quick summary:

• Ages 0-2: 5" or 8" Original — soft, washable, no small parts
• Ages 3-5: 8"-11" Original or HugMees — big enough to cuddle, easy to carry
• Ages 6-8: 11"-14" Original + Squishville for collecting
• Ages 9+: 14"-20" Original, themed collabs, mystery Micromallows for the collecting bug

Frequently asked questions

Are Squishmallows safe for babies?

Squishmallows are recommended for ages 0+ (the 5" and smaller may have safety considerations for under-12-month-old infants — check the specific product label for age recommendation). They have no small parts, no batteries, and the polyester filling and outer marshmallow-feel material is non-toxic.

Can you wash Squishmallows?

Yes — surface clean or machine wash on delicate cycle in cold water, air dry. Do NOT put in the dryer (heat damages the polyester fill and outer fabric). The smaller sizes (5"-8") fare better in the wash than the largest sizes.

Are Squishmallows worth collecting as an investment?

Some retired and limited-edition Squishmallows have appreciated significantly on the secondary market — but treating them as an investment is risky. The brand is officially licensed, mass-produced, and Jazwares regularly re-releases or re-skins old characters, which can crash prices. Buy them because your kid loves them, not as an investment.

What's the difference between Squishmallows and Squishville?

Squishmallows are the original line, ranging from 5" to 24". Squishville is the official 2" mini-format extension by the same company (Jazwares) — same characters and squish quality, miniature size, designed for collecting and playset use.

How do I know if a Squishmallow is real?

Authentic Squishmallows have an official Jazwares hangtag with the character name, bio, "Squad" affiliation, and a unique character number. Fakes typically have generic tags, off-color stitching, or wrong-feeling foam. Buy from authorized retailers — at Increditoyz, every Squishmallow we sell is officially licensed by Jazwares.

Ready to shop?

Browse our complete Squishville Mini Squishmallows collection, our Original 5" Squishmallows, or the Micromallows mystery 3-pack bundle.

Free US shipping on orders $39+ • Ships in 1 business day • All Squishmallows officially licensed by Jazwares