How to Source and Sell Squishmallows (Without Losing Your Sanity)
Somewhere in America right now, an otherwise sensible adult is elbow-deep in a Target shelf, muttering “come on, come on” like they’re defusing a bomb. What’s the emergency? A stuffed animal with a face that looks like it was drawn by a toddler hopped up on sugar. And if you think I’m exaggerating, go try finding a rare Squishmallow on release day. You’ll see faster footwork than a boxing match and more questionable moral choices than a reality TV show reunion.
These aren’t just plush toys. These are memory foam marshmallows wrapped in the kind of marketing magic that turns polyester into gold. The right Squishmallow can cover your car payment, your cell bill, and maybe your emotional therapy for the stress of competing with rabid collectors.
History of the Product
Squishmallows first oozed onto the market in 2017, courtesy of Kellytoy, a company that clearly figured out humans will spend stupid money for comfort and cuteness. They weren’t an overnight sensation, but once the internet got its claws into them, it was game over. TikTok, Instagram, and YouTube basically threw them into the cultural bloodstream.
They hit the perfect storm: soft enough to sleep on, small enough to hoard, cute enough to make people forget their rent is late. It’s the same formula that gave us Beanie Babies in the 90s, except this time, the internet’s hype machine is infinitely more caffeinated. Imagine if a Hallmark ornament and a pillow pet had a baby, and then that baby got famous on social media for just existing.
Why It’s Popular
First, the texture. Squishmallows aren’t just soft, they’re “my hands forgot what bones feel like” soft. Then there’s the colors, Instagram-friendly pastels, seasonal prints, and designs so niche you wonder who greenlit them (yes, there’s a corgi dressed as sushi).
The collector subculture is feral. We’re talking grown adults with spreadsheets, teenagers forming Discord groups to swap intel, and moms threatening to “call corporate” because someone bought the last cow Squishmallow. Every Target aisle is a potential war zone. There’s even a term for hitting multiple stores in one day, the “Squish Run”, which sounds wholesome until you realize it’s just adults looting cuteness.
And let’s not forget the pandemic factor. When the world went sideways, people needed something soft to hug that didn’t demand emotional labor. Squishmallows became emotional support plushies with a built-in lottery ticket.
Why It’s a Great Resell
Squishmallows thrive on scarcity. Kellytoy releases a design, runs it for a bit, and then (poof ) it’s gone. This creates a resale ecosystem powered entirely by FOMO. Miss the drop? You’re either paying resale or explaining to your kid why the Easter bunny “doesn’t do plushies anymore.”
Some characters have achieved mythical status. Jack the Black Cat. Ronnie the Cow. Any holiday exclusive that looks remotely cute on a shelf. And unlike sneakers, you don’t have to worry about fakes flooding the market, no one’s 3D-printing counterfeit plush octopuses. Yet.
Profit Potential
Here’s the money shot. Retail prices range from $5 for the tiny clip-ons to $80 for the “this could double as a beanbag chair” size. On the resale side? Rare ones can fetch $100 to $500+ without breaking a sweat. That 24” Jack the Black Cat? Over $2,000 on eBay. And yes, someone paid that for a stuffed cat they can’t even walk without dragging.
Margins of 200%+ aren’t uncommon. Sometimes the ROI is so obscene you almost feel bad. Almost. Here’s the proof straight from eBay sold listings.
Time Frame to Sell
Squishmallows don’t linger if you catch them at peak hype. Some flips are gone within hours of listing. Seasonal drops are intense, Halloween bats and Christmas penguins will sell faster than Starbucks can pour a pumpkin spice latte.
Collector grails move year-round, but they can sit a few weeks until the right desperate buyer appears. The trick is knowing when you’re holding a quick flip versus a long play.
Future Value
Here’s the harsh truth. Mass-market darlings eventually lose steam. But rare editions, retired characters, and early runs? They’ll stick around in the collector economy. It’s the Pokémon card effect, your average Pikachu is worth squat, but the holographic first edition? Retire early.
If you’ve got space and patience, parking your rarer Squishmallows could pay off down the road. But don’t hoard everything “just in case”, your living room shouldn’t look like a plush-based doomsday bunker.
If You Don’t Get Your Price
First rule: don’t panic-drop your listing because one lowballer got mouthy in your DMs. You can:
Wait for the next hype spike.
Bundle it with other desirable Squishmallows to make a higher-value lot.
List on multiple platforms, especially international ones where certain characters are unicorns.
Also, keep tabs on market trends using the Brick Flipz database. If the price is tanking, you’ll know before it’s too late to pivot.
Brick Flipz Call-to-Action
Want to know which Squishmallow is going to explode next? Or track that “mystery frog” your cousin swears is valuable? Brickflipz.com is your crystal ball. We track real sales data, spot hype patterns, and basically give you insider info without you having to camp outside a Target at 6 AM.
Final Word
Look, money doesn’t grow on trees. But apparently, it does sprout out of pastel plush animals with names like Malcolm and Archie. You can either laugh at the absurdity of it all or you can be the one laughing all the way to the bank while hugging a stuffed cow. Your call.