A new Squishmallows line lets kids hug Cocomelon characters

The most-watched YouTube channel in the United States has debuted yet another product line. Thanks to a collaboration between Moonbug Entertainment and Jazwares, kids can get their hands on a new addition to the Squishmallows brand: Cocomelon HugMees.

The Cocomelon HugMees are plush toy versions of the characters who appear in the titular channel’s videos. The line, currently available at Target locations in the United States, includes six distinct HugMees. Additional retailers across the globe will begin selling the toys this fall.

Cocomelon, known for its nursery rhymes and sing-alongs, is a huge hit with preschool-age viewers around the world. Its flagship YouTube channel recently crossed a pair of round-number milestones by surpassing 150 million subscribers and 150 billion lifetime views. Thanks to its massive viewership, Cocomelon has ranked first in all of the U.S. Top 50 charts we’ve released thus far in 2023.

The HugMees will add another piece of merch to Target’s Cocomelon collection, which includes dolls, musical instruments, toy phones, and much more.

“At Moonbug, we are always looking at ways to bring the best entertainment and storytelling to our fans. Providing them with lovable toys of their favorite characters to expand storylines and bring them to life at home is a fun way to do that,” said Moonbug Global Head of Hardlines Duncan Tate in a statement. “Jazwares is uniquely positioned to bring our vision to life – with Squishmallows as the number one plush brand, and CoComelon as a leading preschool show, children everywhere will fall in love with these toys.”

This is not the first collaboration between Moonbug and Jazwares. The two companies previously teamed up to create Squishville, a web series inspired by Squishmallows. The cutesy plush toys also made a big impression at VidCon in 2022 by letting attendees drop into a massive claw machine filled with toys.

Cocomelon’s integration into the Squishmallows line comes during a period of rapid expansion for the Moonbug-owned brand. Since Candle Media acquired Moonbug for about $3 billion in 2021, Cocomelon has increased its influence through multiple initiatives. A 62-city Cocomelon tour kicked off last fall, and Cameo users can now book shoutouts from the channel’s animated stars.

During this period of growth, Candle and Moonbug are leaning into the character-driven nature of Cocomelon videos. The blond-tufted baby JJ has become the de facto face of the channel on which he appears. The subtitle of the Cocomelon tour is “JJ’s journey, and JJ is one of the six characters featured on the new HugMees. He is joined by his “best friends” Cody, Nico, Nina, Cece, and Bella.

After the Cocomelon Hugmees launched in America, they made an appearance at the Nuremberg Toy Fair in Germany. Cocomelon videos are currently available in more than 20 languages.