Squishmallows perfume? Why not
The viral plush toy brand is coming for tween fans in a different way. It just landed in Ulta stores as a new line of vanilla and fruit-inspired fragrances.
You can already squeeze’em, squish’em, hug’em and play catch with them.
Now, you can also smell like Squishmallows.
Squishmallows, the viral plush toy that first appeared in 2017, and has sold more than 485 million worldwide, just bounced into the beauty space.
Squishmallows fragrances debuted in Ulta stores and on Ulta.com this month in three scents based on iconic Squishmallows characters.
The collection (priced between $38 to $58) includes “Whisked Away,” (a combination of vanilla latte, caramel, cinnamon and sandlewood scents) inspired by Squishmallows’ mascot “Cam the Cat.”
The scent “Pink Possibilities,” inspired by “Patty the Cow” Squishmallows, offers a fruity floral vibe, while the “Moonlit Mist” fragrance is a floral fruity scent inspired by “Zumirez the Bat.”
Jazwares, the toymaker behind Squishmallows, joined forces with fragrance maker Blue Meadow Brands, to develop Squishmallows fragrances. The fragrance bottles in the collection are shaped like the individual Squishmallows characters and feature a bulb atomizer to squish and spray the scent.
“These scents evoke innocence and fun. I expect these will appeal to six, seven, eight-year-old fans of Squishmallows. And why not?” said Chris Bryne, an independent toy industry analyst and consultant.
“This is a way for Jazwares to extend an already very popular brand with an even broader market,” he said. “Squishmallows already has an established fanbase of older teens and adults. I know 20-somethings who call me up and say ‘Have you seen the new Squishmallows?”
With fragrances packaged in a fun age-appropriate way, it’s an opportunity for Squishmallows to skew even younger and go after tweens and younger consumers, many of whom are already in beauty stores like Sephora, he said.
“To me, this is a Brand Licensing 101 case study. You have to bring your consumer along with you. As a brand, if you see kids are playing with Squishmallows and also using them as pillows, you create Squishmallow-branded pillow cases and other bedding, then think about even going into Hallowen costumes,” said Byrne. “It’s a way to help the consumer think of the brand in a larger context than just a stuffed animal. Squishmallows Fragrances aligns with this approach.”