Kelly said increased screen time due to the pandemic and organic videos helped boost their notoriety.įollowers of famous creators have purchased en masse after seeing them in videos. Videos featuring Squishmallow-related hashtags have been viewed more than 1.6 billion times, as of Friday night. The biggest online contributor is likely TikTok. Some fans created Instagram accounts solely for sharing their mallows, while Facebook groups allow collectors to connect, buy, sell and trade. Social media played a large part in Squishmallow popularity.
Her first purchase was Archie the axolotl, a highly sought-after character, and now owns 35.Įxpand When and how did Squishmallows become so popular? Meanwhile, James has been a fan of Squishmallows, lovingly nicknamed “mallows” and “squishes” by fans, since 2019. It’s one of those things where I think they’ll feel bad, even though they’re stuffed animals.” I make sure they all get a turn I want them to get equal use. “This is silly, but they take turns being the ones I sleep with at night. “Whenever I walk in the house - mine are in the living room - I’m just like, ‘Ah, Squishmallows.’ I just love seeing them,” Popowski said. Popowski’s squad already features 90 plushies of various sizes.
Her daughter, Lilly, owned older ones already, but a discovery at Walgreens - Carmen, the cream-and-pink cat - began her new hobby. Katherine Popowski, 32, started collecting in February. Squishmallows appear to be for young children, but 10 to 30 year olds have become the primary market. “I remember there used to be lots in King Soopers, and I could wait a couple days after (seeing them) to truly decide what I wanted, but nowadays you have to get there the day they stock them or you risk not getting any.” Who collects Squishmallows? “It is definitely harder to find Squishmallows lately,” said Mackinzie James, 18, of Greeley.
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