Most people assume Squishmallows is the creation of a small, independent toy studio, a plush brand that grew from a garage workshop into a viral sensation. That assumption is understandable and completely wrong. The squishy characters that fill store shelves, social feeds, and children's wish lists are part of a corporate ecosystem: the brand was launched by Kelly Toys in 2017 and is now owned by Jazwares, a Berkshire Hathaway company. That ownership structure isn't just trivia—it reshapes how you should approach every purchase, because it gives you a concrete way to separate genuine product from counterfeit, and it explains why some labels look different from others. Understanding that starting point is the first step toward buying with confidence.
Squishmallows is corporate-owned, and that changes your buying decision
Most people assume Squishmallows is the creation of a small, independent toy studio, a plush brand that grew from a garage workshop into a viral sensation. That assumption is understandable and completely wrong. The squishy characters that fill store shelves, social feeds, and children's wish lists are part of a corporate ecosystem: the brand was launched by Kelly Toys in 2017 and is now owned by Jazwares, a Berkshire Hathaway company. That ownership structure isn't just trivia—it reshapes how you should approach every purchase, because it gives you a concrete way to separate genuine product from counterfeit, and it explains why some labels look different from others. Understanding that starting point is the first step toward buying with confidence.
Why should that history matter to you as a shopper? Because the trademark owner is the only authority that can authorize a Squishmallow product, and that authority shows up on the packaging and in official registries. When you hold a plush that claims to be a Squishmallow but carries no mention of Jazwares or Kelly Toys, you're either holding an older product or, more likely, something that doesn't have the legal right to use the name. The question isn't merely about corporate curiosity—it's about protecting your money and your collection from fakes that can slip through when you rely on looks alone. Once you understand that ownership controls authenticity, you'll see why the next section focuses on the federal record that proves it.
Here is the stance this guide will defend: the definitive way to verify a Squishmallow is to check the USPTO trademark record, where the brand's ownership trail is a matter of public record. This isn't an overreaction—it's the same standard that collectors and retailers use when they need to confirm a product's origins. The record shows a clear chain: Kelly Toys launched the brand in 2017, and Jazwares now controls it. That means the moment you learn to read that federal registry, you stop relying on guesswork and start using the same source that intellectual property lawyers rely on. The rest of this article will walk you through that process, show you why it matters, and give you a rule you can apply to every future Squishmallow purchase.
Kelly Toys launched the plush; Jazwares owns it now
The public record of Squishmallows begins with a clear launch date: 2017. That's when Kelly Toys Holdings LLC introduced the plush to the market, and the brand's own documented history confirms it. Over the years, the lineup expanded to more than 3,000 designs—an immense range that still traces back to that single founding moment. But the story doesn't stop there. That same history states plainly that the brand is now owned by Jazwares, a Berkshire Hathaway company. So while a new collector might picture a small team pressing prototypes in a workshop, the reality is that Squishmallows is part of a large, established corporate family. That ownership is not a side note; it's the central fact you need when you're checking whether a product is genuine or an unauthorized imitation.
More than a historical footnote, that ownership chain anchors every authenticity check you'll do. When you search the trademark database, you'll find a live registration pointing to Jazwares as the current owner, with Kelly Toys credited as the original filer. That dual naming gives you a precise, two-word test: any product that carries either official name passes the first check, and anything that omits both names fails it. Think about what that means in practice. A counterfeit plush might look identical, feel identical, and even have convincing tags—but if the tag doesn't mention either company, it's not an authorized Squishmallow. The evidence is clear, and it transforms a fuzzy concept like 'authenticity' into a concrete, label-verifiable reality.
The USPTO registry is the only shortcut that never lies
With the ownership facts in hand, you can run the verification yourself. The United States Patent and Trademark Office maintains a public online database where you can look up any active trademark. Visit the USPTO's Trademark Search tool, type 'Squishmallows' into the basic search field, and you'll get a list of registrations. The most relevant one will list the current owner—Jazwares—and will also show the original filer, Kelly Toys. This is the same database companies use to protect their brand names, and it's completely free to search. No subscriptions, no legal training, no guesswork. You don't even need to understand the legal jargon; the owner field is written in plain English, and that single piece of information is all you need to confirm legitimacy.
To see why an official registry matters, consider how car seats earn trust. Federal vehicle-safety standards, enforced by official agencies, now include testing for side-impact collisions—a change driven by the fact that, in 2022 alone, more than 100,000 children were injured in traffic collisions. A car seat that meets those standards carries a certification label you can check, and parents use that label as a filter to separate safe products from unsafe ones. Trademark law works the same way: the USPTO registry is the federal filter that separates authorized Squishmallows from counterfeits. Just as you wouldn't trust a car seat without its certification, you shouldn't trust a plush without its ownership proof. The mechanism is identical—only the product category changes.
Here's the step-by-step process you'll use each time. First, open the USPTO's trademark search portal. Second, enter 'Squishmallows' into the search box and run the query. Third, look for a live registration that names Jazwares as the owner or Kelly Toys as the original applicant. If you find that record, the product lineage is confirmed. If you find nothing, or if the registration lists a completely different owner, treat it as a red flag. Keep in mind that the USPTO database is authoritative—it's the same source that governs legal disputes, so if the record says the owner is Jazwares, that's the reality. You can also use the same search for other collectibles, making this a reusable skill for any branded toy you consider buying.
Ownership matters when a squishy toy costs real money
Knowing who owns the brand isn't just academic; it directly affects the safety of your money and the value of your collection. When a Squishmallow is genuine, one of the two official names appears on the hang tag and often on the online listing. When it's a counterfeit, those names are usually missing or replaced with something generic—even if the plush looks perfect. That difference matters because a fake won't hold its value, could be made with lower-quality materials, and may even fail safety standards. On the other hand, authentic Squishmallows have a resale market where specific rare designs command respectable prices, and collectors will quickly discount anything without the correct ownership label. So checking the trademark is not paranoia; it's the difference between owning a real collectible and holding a well-disguised knockoff.
With that in mind, here's a simple decision framework for your next purchase. Step one: turn the plush over and read the hang tag; you're looking for the official maker's mark. Step two: if the tag is missing or vague, move on immediately. Step three: for higher-value or rare designs, take thirty seconds to search the USPTO database before you pay. Step four: buy from official retailers or sellers who clearly state the manufacturer—and if you're on a marketplace, check the seller's history. This framework doesn't require special knowledge, only consistency. Apply it every time, and you'll naturally steer toward genuine product while filtering out the unauthorized copies that could otherwise slip into your cart.
The verdict: demand the Jazwares or Kelly Toys label
The verdict is unambiguous: a genuine Squishmallow is a product of Jazwares, which currently owns the brand after it was launched by Kelly Toys in 2017. The public USPTO record confirms that chain, and the brand's own documented history repeats it. You don't need to trust a seller's word or a friend's opinion—the federal registry is the final authority. When the label names the current owner, Jazwares, or the launch company, Kelly Toys, you have official confirmation that you're buying the real thing. When it doesn't, you're facing an unauthorized product, regardless of how convincing the fabric feels. Let that simplicity guide every purchase, and you'll never fall for the counterfeit trap again.
Adopt this rule as a non-negotiable habit: no Jazwares or Kelly Toys on the label, no purchase. That single test protects your wallet, your collection, and your peace of mind. Before you check out, make it a reflex to verify the manufacturer—whether you're buying online or in a store. If you're considering a rare design with a higher price, spend the extra minute on the USPTO search. The action takes only seconds, and it prevents headaches that last far longer. You now have the same knowledge that collectors and retailers use to separate authentic Squishmallows from fakes. Let that knowledge be the deciding factor, and you'll always walk away with the real thing.
The label is the verdict: Jazwares or Kelly Toys.
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