Inside the 2025 Squishmallows Holiday Collection: New Releases, Scents, and More
This holiday season, Jazwares Squishmallows are taking center stage.
The 2025 Squishmallows holiday collection is celebrating all things pop culture, featuring new friends from Wicked, Stranger Things, Superman, Hello Kitty, and the Care Bears. Each design blends nostalgia with that familiar, comforting softness fans love.
At a recent preview event in New York, Jazwares executives shared how the company is leaning deeper into film, TV, and gaming crossovers.
Their goal is to create something instantly recognizable yet irresistibly huggable, a small joy for collectors of all ages.
The company has now developed more than 7,000 plush characters, and each one carries its own backstory, from sleepy woodland creatures to confident superheroes. Together, they form a growing universe that keeps fans coming back for more.
What’s New This Year
Among the new Squishmallows releases are Elphaba and Galinda from Wicked, a full Stranger Things collection, and a wave of Hello Kitty builder sets.
Superhero fans will find new Superman and Krypto plushies on the shelves this year, too. For long-time collectors, seasonal Care Bears and winter-themed animals will also return as limited editions.
The company is also adding something unexpected: scent. The new Squishmallows fragrances come in three playful varieties inspired by fan-favorite characters. Here are our options:
A cozy vanilla amber for Cam the Cat
A fruity floral for Patty the Cow
A forest-inspired blend for Zumirez the Bat
Each bottle mimics the rounded shape of a plush and includes a collectible atomizer for extra charm.
These fragrances are a bold step for Jazwares, demonstrating how the brand is continuing to expand beyond toys into lifestyle products designed to spark happiness in everyday life.
Designed for Every Kind of Collector
The team behind Jazwares Squishmallows says they’ve worked hard to make this year’s lineup affordable for everyone. From mini plush stocking stuffers to oversized display pieces, the goal is to offer comfort at every price point.
They’ve also noticed more adults joining the collecting community. Many people say these plush companions are small sources of calm, a soft reminder of simpler times.
In a year filled with change, that connection is part of what makes the brand so beloved. Some collectors even trade or customize their favorites, creating online communities that celebrate creativity as much as comfort.
Where to Find Them
If you’re wondering where to buy Squishmallows, the 2025 lineup is available online and in-store at major retailers like:
Target
Walmart
Amazon
Ulta
The fragrances launched on October 5 at Ulta, priced between $38 and $58 and, if you buy a full-size bottle, you can score a limited-edition plush as a bonus.
With more than 7,000 designs and counting, the Jazwares Squishmallows brand is continuing to grow into a full lifestyle phenomenon.
Plush toys, pet products, and even home accessories now share the same whimsical DNA.
Whether you’re a first-time buyer or a devoted collector, the brand’s mix of affordability, variety, and imagination will make sure there’s always something new to discover.
A Softer Kind of Joy
The 2025 Squishmallows holiday collection proves that comfort and creativity still go hand in hand. Whether you’re gifting one or collecting many, these characters invite us to pause, smile, and remember the simple joys that make the season bright.
And, really, the reason they matter is simple: a Squishmallow isn’t just a toy; it’s a tiny comfort, a small spark of nostalgia that brings warmth to even the coldest winter night.
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