Loveable, comforting and colourful, kids and collectors alike will adore the joyful world of Squishmallows toys. Years ago, Squishmallows founder Jonathan Kelly had a eureka moment during a trip to Japan and decided to create a kawaii collection of toys. In 2017, his vision came to life. Since then, Squishmallows plush toys have become a global phenomenon and include more than 1,000 characters with their own unique names and storylines.

Super soft and marshmallow-like (hence the name), the brand has branched out into mini Squishmallow toys, playsets and larger, extremely huggable friends that are sure to become cosy bedtime companions. In the short time since its launch, the toy line has garnered praise from both fans and industry, winning various accolades including national parenting awards and toy-of-the-year prizes. 

Squishmallows' popularity is such that some rarer characters have become highly sought-after collectables. But rest assured – much of the Squishmallows collection is available at Selfridges and ready to come home with you. Our selection, featuring individual soft toys, toy sets and more, will surely delight. Take your pick from brightly-hued forest animals to pastel-coloured fantasy characters in all shapes and sizes. Or you can go all-in with an assortment – the more, the merrier.

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