Squishmallows - Where cuddles and collectibility meet.
Squishmallows, a globally beloved plush toy brand known for its vast range of collectible characters, had an existing eCommerce presence but wanted to invest more heavily in its direct-to-consumer channel. With an engaged fan base and thousands of unique products, the brand needed a digital experience that matched its cultural impact and could scale with its rapid growth.
Duration
2 months
Client
Squishmallows
Website
squishmallows.com
Problem
Although Squishmallows already had a functional website, it was outdated, overly simple, and failed to reflect the vibrancy and personality of the brand. The site offered limited information for collectors despite the fact that collecting was a key part of Squishmallows’ community culture and lacked features to engage its loyal audience. With thousands of products in circulation and rising demand, customers often struggled to find the information they wanted.
Outcome
Following the redesign, Squishmallows’ DTC sales increased by over 300%, and the site evolved into a multi-functional brand hub. Customers now had access to the Collector’s Guide, could participate in interactive polls, leave product reviews, and engage with ongoing brand activations. The success of the redesign ultimately led to the site being merged into the parent company’s (Jazwares) broader DTC ecosystem, ensuring the platform could continue to grow alongside the brand’s massive popularity.