Toy manufacturer Jazwares is teaming up with kids’ content giant Moonbug for a brand new YouTube series based on its cult-loved Squishmallows toy line.
The round, smiling, and brightly-hued toys have been likened to the Beanie Babies du jour, notes The New York Times, in that they have garnered a particularly avid fanbase over the course of the pandemic, with showcasing their collections on TikTok (or ‘SquishTok‘, as the genre has become known). There are a total of 800 different Squishmallow characters, with collectors scrambling to snatch up the rarer designs, per the Times. And TikTok’s most-followed creator, Charli D’Amelio, is also a vocal fan.
Accordingly, the new YouTube series, titled Squishville, is produced by Moonbug, and will bow on June 26, with new episodes releasing every Saturday through Oct. 2021. Two-minute installments will see the adorable creatures — including Fifi, Lola, Cam, and Winston — playing games and squishing around town. (Moonbug, of course, is the digital children’s content goliath behind smash hits like CoComelon and Little Baby Bum).
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If the organic success of Squishmallows content is any indication, the series is bound to be a hit. Jazwares says that the Squishmallows hashtag has generated 2.8 billion views on TikTok to date.
“The launch of Squishville speaks volumes to the growth in popularity Squishmallows has had over the last year,” Jazwares president Laura Zebersky said in a statement. “With original animated content, fans can now engage with the Squishmallows squad and experience their adorable, colorful personalities like never before.”