Exclusive: Puma and Squishmallows Announce a Plush New Collaboration
Puma is taking squishy steps into the future, thanks to its new Squishmallows collaboration.
Today, the athletic giant has announced its new partnership with toy company Jazwares to release a line inspired by its popular plushies — which has notably made Squishmallows the #1 plush brand in the U.S. since it first debuted in 2017.
“As we continue to bring the Squishmallows brand to life through cross-category collaborations, our collaboration with Puma allows us to step into the world of cool trend-forward street fashion to reach an even larger fan base,” said Sam Ferguson, Jazwares’ senior Vice President of licensing, in a brand statement. “Demand for Squishmallows is not slowing down so we are thrilled to collaborate on a fun and exciting spin on the iconic and vibrant Puma style.”
The range, which will launch in spring 2024, features three shoes in both adult and children’ sizes. The line will also feature an array of coordinating athleisure, including T-shirts, hoodies and shorts, as well, creating vast potential for coordinating and matching family moments upon its official launch.
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Squishmallows’ collaboration with Puma marks the toy brand’s latest co-branded launch. Previously, the label has also released an array of co-branded plush toys with Disney, McDonald’s, Pokémon, Nickelodeon and more.
The drop also marks the latest co-branded release for Puma, which has heavily leaned into brand collaborations in the 2020s. 2023 has seen the athletic brand launch an array of collaborative products, lines and limited-edition drops with a range of labels, including MCM, Ciele Athletics, Noah and more — as well as the return of its famed Fenty line with Rihanna.
While the official launch date, pricing and retail releases for this collaboration aren’t currently known, you can watch this space for more information on Puma and Squishmallows’ upcoming launch.
About the Author:
Aaron Royce is the Digital Editor for Footwear News, where he writes stories on trending news, celebrity style, collaborations and in-depth profile interviews. Prior to joining Footwear News, Aaron wrote and interned for publications including PAPER, Grazia and the Daily Front Row. He currently holds a B.S. in mass communications from Virginia Commonwealth University.
