“They’re so squishy and cuddly and cute and have brought so much comfort and joy to people through the last couple of years.” “For me personally, if I am sad, I go Squish hunting,” she said. Schroeder attributes the huge rise in Squishmallow popularity to upheaval brought on by the Covid-19 pandemic and its emotional impact – particularly among young people. Influencers on the platform can make as much as $50 per video depending on its view count. While Schroeder is personally against resale, she has found other ways to cash in on her new hobby, having signed up for TikTok’s creator fund after her Squishmallow TikTok account blew up in recent months, amassing more than 400,000 likes. “Unfortunately a lot of people are no longer collecting because they are so tired of resellers clearing shelves and price gouging,” she said. Melanie Schroeder: ‘If I’m sad, I go squish hunting.’ Photograph: Courtesy of Melanie Schroeder Melanie Schroeder, a California-based college student, started collecting in August 2020 and now has 400 toys, but she says the price gouging has overshadowed the hobby’s originally playful nature. Largely fueled by social media, platforms like Instagram, Reddit and TikTok now host Squishmallow communities comprising thousands of users.īut the meteoric rise has prompted some to consider quitting the scene altogether. Kellytoy sold 50m Squishmallows between February 2020 and October 2021, according to the toy trade publication the Toy Book – bringing the total number sold to over 100m since their launch. “I do it for fun and extra cash.”ĭespite the debate over reselling, the trend shows no sign of slowing down. “I don’t do this for attention,” she wrote. Lynn did not respond to requests for comment but defended herself on her own page, calling it a “side hustle” and nothing more. “Just so you know the people in the Squish community despise ppl like you.” “You’re a shelf clearing price gouger,” another read. People like you ruin it for kids/people that genuinely enjoy them,” one comment said. When a user named Juliana Lynn posted a video in December 2021 claiming to have made $100,000 in the last year from resales, her page was flooded with negative comments from people who say resales drive up prices and undermine true hobbyists. “There are people who get into the space for all the wrong reasons, and it is having a very negative impact on the community.” “I am against reselling Squishmallows for any more than their retail value,” she said. Swift estimates she could resell her collection for about $3,000 total – but would not dream of it. The same model now goes for as much as $25 on resale sites like Depop and Mercari. Swift bought her first Squishmallow, a strawberry-shaped toy named Scarlet, for just $5. The playlists will support 14 of the 24 Squishmallows created for this program.Leah Swift with her Squishmallows. Customers can access those playlists by scanning a QR code on toy packaging or the Happy Meal box and enjoy what they're calling an immersive musical experience that features some of the world's most renowned recording artists. Per the brand, the McDonald's Happy Meal Squishmallows offer also includes exclusive music playlists from Universal Music Group, tailored to each plush character's personality. The new collaboration will feature a total of 24 iconic Squishmallow plush toys overall, with each participating McDonald's market running 10-12 designs, including exclusive and seasonally themed characters.Īccording to Jazwares, it's not just the iconic Squishmallows that are a part of the collaboration, either. McDonalds and Jazwares announced that they are teaming up for a new collaboration that brings Jazwares' wildly popular Squishmallows plush figures to McDonald's iconic Happy Meals around the world for a limited time starting this spring. Two of the most popular for kids (and kids at heart) are coming together.
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