Squishmallows went viral for their comforting, huggable forms and Squishmallows x BLDR playsets capture the best-selling qualities of the soft toys.
“BLDR was born out of an opportunity to bring new, iconic brands to the construction space like never before, along with Jazwares’ unparalleled ability to bring innovative, creative, quality products to consumers at highly accessible price points,” said Jeremy Padawer, Chief Brand Officer at Jazwares, in a press release. Created for collectors and kids ages eight and up, Squishmallows x BLDR playsets feature a unique SquishBrik—a squishable belly—so that a familiar experience translates to construction toys.
BLDR also offers playsets and minifigures inspired by other coveted brands like Hello Kitty and Friends. For anime fans, BLDR will launch a curated collection with highly detailed, 300-piece buildable action figure sets inspired by characters from popular Crunchyroll series.
Why This Trend Is Growing
- Hybrid Construction Toys
- Combining the tactile comfort of plush toys with the creativity of construction sets introduces a new category in the toy industry appealing to diverse age groups.
- Brand Collaboration Expansion
- Collaborations with popular brands offer companies the opportunity to blend familiar characters with innovative products, reaching wider audiences with unique mashups.
- Plush Integration Trend
- Integrating soft tactile components into traditional toy models creates opportunities to enhance sensory play experiences, attracting both young children and collectors.
Industries Being Reshaped
- Toy Manufacturing
- The toy industry is shifting towards multi-functional products that combine elements from various traditional toy categories, offering new market niches.
- Licensing and Merchandising
- Licensing deals with popular franchises pave the way for unique merchandising strategies that blend brand identities within creative toy sets.
- Children's Entertainment
- Entertainment companies can explore greater synergies by developing toy lines tied to streaming services and beloved series, enhancing fan engagement.
