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Age is just a number when it comes to Sukshmallow, a stuffed animal with an irresistibly cute face, an oval body, and a fascinating backstory.
Created by toy designer Sunny Cho, the stuffed animal quickly gained a loyal following when first launched in 2017, skyrocketing during the pandemic, and capturing the hearts of people of all ages, especially those 18 and older. I got it.
“It’s really interesting to see adults participating as well as kids,” said Laura Zebarsky, president of Skushmallow’s parent company Jazzware. CNBC. “Our demographics are very diverse and this situation is very unusual in our industry.”
According to CNBC, 100 million squishmallows, priced between $5.99 and $39.99, were sold last year alone.
The toy industry calls this trend “kidulting,” and adults are aggressively seeking products that evoke nostalgia for their youth. South Florida-based Berkshire Hathaway-owned Jazzwares acquired Squishmallows in 2019. A representative told CNBC that consumers over the age of 18 are the demographic driving sales, with sales up 40% over the past two years.
The company has collaborated with major franchises such as Star Wars, Pokémon and Hello Kitty to release limited-edition plushies, but is also careful not to oversaturate the market with its products.
Nick, 27, who spoke anonymously for career reasons, said: washington post Finding a particular popular squishmallow, he says, “is similar to the feeling of winning at a slot machine.”
“It’s an addiction,” he added.
Nick, who owns about 400 sukshmallows and estimates he’s spent nearly $2,000 on stuffed animals over the past two years, isn’t alone in his enthusiasm.
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“It took off in a way that no one expected,” Toy Book editor-in-chief and Toy Insider senior editor James Zahn told The Washington Post. “Part of the initial appeal of sukshmallows was the fact that they were a little harder to come by.”
There’s also the Squishmallows community for more than just collecting toys. For many, it’s about shared experiences and friendships between fans. Enthusiasts organize meetups, exchange squishmallows and interact with influencers on his social media platforms such as YouTube, Instagram and TikTok.
Nancy Ferrell, 31, who owns about 200 squishmallows with her wife, told The Washington Post that collecting stuffed animals gave her a sense of online community.
“It brings joy,” Ferrell told the outlet.
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