Among the many Squishmallows that are sold, some of the most popular include Connor the Cow, Malcolm the Mushroom, Archie the Axolotl, and Philippe the Frog.

Since then, Squishmallows plush toys have become a global phenomenon and include more than 1,000 characters with their own unique names and storylines. Squishmallow is a brand of anthropomorphic stuffed toy that was launched in 2017 by Kelly Toys Holdings LLC. The company has also linked with Monopoly and created a monopoly board involving purchasing Squishmallows instead of properties. Squishmallows’ Baby line has won a 2018 National Parenting Product Award and the Baby line was highly regarded by NAPPA Director Elena Epstein.The TOTY Award winner was determined by an expert panel based on TOTY votes, holiday sales, and media buzz out of all the finalists. Years ago, Squishmallows founder Jonathan Kelly had a eureka moment during a trip to Japan and decided to create a kawaii collection of toys. Squishmallows' popularity is such that some rarer characters have become highly sought-after collectables.

Whether you're a Disney fanatic or just love cosy and sweet things, a Disney Squishmallow is sure to become your new best friend.But rest assured – much of the Squishmallows collection is available at Selfridges and ready to come home with you. Kelly Toys Holdings was Jazwares’ second acquisition following their acquisition of Wicked Cool Toys. Squishmallows have also extended their line to include HugMees, Squish-Doos, Heroes, Flip-A-Mallows, Squishville, Mystery Squad, Micromallows, and Stackables. Toy of the Year (TOTY) Awards, known as the "Oscars" of the toy industry, the TOTY Awards are presented annually to the top toys, games, and properties of the year.