Jazwares: The Secret to Toy Industry Success, Squishmallows, and Acquisitions

Jazwares has made some really amazing strides over the years. You may have heard of them and know that they've made their way onto the TIME 100 Most Influential Companies! But they may not be as recognizable as some other companies in this sector.

id="the-rise-of-jazwares">The Rise of Jazwares:

That's because Jazwares really is in its own world of making fantastic toys! They continue to gain momentum and have become more known thanks to the success of a beloved brand, Squishmallows, making a lot of traction!

You can say Jazwares knows its target audience pretty well, they understand that while retailers need a good profit, they need something to catch attention.

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Understanding Jazwares

Rob Keyes Micro Galaxy Squadron Toys Image

In a conversation with Daren Brandman, Managing Director of Jazwares Canada at FAN EXPO Canada in 2024, he really highlights why Jazwares has such great, innovative products that hit the "target."

That includes the acquisition of many incredible, powerful companies who brought about incredible products that would shape their future, making Jazwares the company that we see now! It’s clear why Jazwares has been on the rise.

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Key Acquisition:

In a talk about Jazwares's origins we can see what got them into the big leagues!

It's worth noting that there is more to the success than their talent in designing awesome toys! A big reason was from an acquisition that brought Wicked Cool Toys under the banner of Jazwares, with the acquisition happening in 2018! That made a major change for the entire company as it allowed for Jazwares to get their hands on huge, important licenses like "Pokemon," as well as a number of other big names! For example AEW, the fast-growing professional wrestling league! You can see what other brands came about.

Cocomelon
Cocomelon

This one acquisition, brought Jazwares to new, larger levels.

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A Focus On Plush and Squishmallows

SDCC 2023 Jazwares Star Wars Exclusive TIE Interceptor Image

Jazwares really became known, more recently for some exciting reasons, but they've been around long before that. Judd and Laura Zebersky founded this great company in 1997. In just over two decades they’ve proven themselves to be masters in the world of toys. Squishmallows are definitely the mascot! You can even consider them a symbol!

This product, an acquisition! This gave Jazwares the "perfect" acquisition at the perfect moment.

You know that when the "pandemic" was taking place. Squishmallows became an awesome product that went viral on social media!
Jazwares continued to keep Squishmallows alive, and in good spirits making sure it's staying fresh!

What's especially compelling for a company like Jazwares, that's not only created some super fun plush items that are "collectible" as well! This was all the more remarkable since this happened a few years before "Squishmallows"!

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FAN EXPO and Conventions:

Fan Expo Canada 2024 Joe Deckelmeier Image

The fun for these companies are some amazing marketing campaigns! The company also makes some of its major product launches at the most notable conventions across the globe. From big-time events like San Diego Comic-Con to FAN EXPO Canada.

Daren Brandman spoke about how it's great to connect and make it a personal experience for people who attend!

What stood out at FAN EXPO Canada was the impact their mascot, "Cam the Cat" had! It made the booth come alive and people love it! Emily the Bat made her debut in 2024.
It was so much fun! It became such a huge success that it attracted a whole throng of fans over a 50-foot-by-50-foot booth.

This is just a single example as there have been some truly "jazzy", as one would say. There's plenty more as "Jazwares" has shown just how powerful these moments are.

id="jazwares-and-its-success">Jazwares and Its Success: Jazwares Brands Collage Image

While there's been a downturn in the Toy Industry in North America and this was definitely seen in 2023. The whole industry has had its difficulties as there have been struggles across the sector. There has been a great deal of talk about this across "toy brands." and what a "game-changer" they have been to their products!

Daren Brandman pointed out that there's still going to be a decent amount of "modest" growth. And while Jazwares has been showing "positive" growth! He really believes that this is something that will last and that his company will do so much more.

One big component is the fact that the company really dives deeply into specific product categories.

The success came thanks to the plush category, "plush" and what Jazwares has created! In fact this area has made them even more remarkable! Plus it seems to be catching on! Other companies are even copying this trend, meaning Jazwares made the perfect move.

This really showed up as more Plush, toys took center stage in stores!

It seems as if "Jazwares" is on top of their game, however, you have to get those important "sales" before December, as a good majority are done during this period of time!

id="jazwares-ip-strategy">Jazwares' IP Strategy: Freddy with a kid while Josh Hutcherson's Mike wakes up in Five Nights at Freddy's Image

If there is one area where Jazwares shines brightly? The licensing and brands they get from iconic video games.

For those who love games like Pokemon, you can't miss these amazing Fortnite collectibles or those from "Call of Duty."! And for the youngest among us, "Cocomelon" toys have brought a lot of happiness as well.

Five Nights at Freddy's is set to become the latest big thing!
Jazwares made sure to get in the game to produce toys for this new movie franchise.

There are going to be lots of new products, and everyone loves these products. For sure, Jazwares is giving these toy collectors a great collection that will stay in people's hearts.

There are "Squishmallows" being created for the film, "Stranger Things."
The hit movie, "Beetlejuice," has these cuddly figures coming to the shelves soon! "Beetlejuice" is a fan favorite for sure! And those who can collect "Squishmallows" of him, are in for an absolute treat.

It’s a very creative space. This gives Jazwares a major leg up in all things "plush"! They are also going to go in big for "Pokémon," bringing out an interesting set. That includes the release of Generation 9 Pokémon and giving these loyal players a fun, new collection. That’s a good indicator of just how impressive this company is.

"Jazwares" really shines because they understand how important it is to make toys that make fans really excited.

So if "Jazwares" makes a good amount of these items they are a truly valuable collection for any toy collector, especially those with the desire to see some awesome "pop culture" toys.

That makes it a truly memorable brand to celebrate and that seems to have the magic of these amazing toys!

Jazwares: The Secret to Toy Industry Success, Squishmallows, and Acquisitions

Understanding Jazwares

Key Acquisition:

A Focus On Plush and Squishmallows

FAN EXPO and Conventions:

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