We all have a favorite toy from childhood that brings back a mix of nostalgia and sentimentality when we think of it.
Some of us may still be attached to it (looking at you, my favorite tattered night-night blankie).
Through the generations some toys just have that special staying power that define our younger, more innocent times. One need only take a look at the recent buzz around the upcoming "Barbie" movie to know that certain toys continue to entertain both kids and adults alike.
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And while battles over gendered or politically incorrect toys rage on, one fluffier -- or, shall we say, squishier -- toy now reigns supreme: the Squishmallow.
For the uninitiated, Squishmallows are stuffed plush toys ranging in size and shape. They are known (and popular) for their round shapes, squishy feel, and downright darling faces.
Many of them are animals or foods, with big eyes and pleasant, upturned grins. Their fill material is difficult to replicate and rumored to be patented. Many companies have tried to duplicate the toys and the knock-offs are available at off-label or discount retailers, like TJ Maxx. (TJX) -)
Some of the most popular Squishmallows of 2023 include:
- Cam the Calico Cat: 10"
- Lola, a pink tie dye unicorn: 12"
- Fifi, a pink fox: 12"
- Winston, a teal owl wearing a fanny pack (because why not?): 12"
- Avery the Mallard: 16"
Most Squishmallows run between $5 and $60, though exceedingly rare ones fetch well over $1,000 on resellers like eBay.
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Part of Squishmallows' popularity can be attributed to its massive following on social media. They have more than nine billion views on TikTok and are tagged in millions of posts on Twitter and Instagram. Their viral nature is twofold: First, they really are that adorable. And second: adults really love the toys, too.
Another day, another latte! #Squishmallows #SquishmallowsSquad pic.twitter.com/QxqppGAsuR
— Squishmallows (@squishmallows) July 5, 2023
It's estimated that more than 100 million Squishmallows have been sold in the past year alone. So, at an average sticker price of around $5-$20, and a presumably low cost of production (they're just plush toys, after all), the margin on these bad boys has to be impressive.
So impressive, in fact, that it caught the eye of Warren Buffett, CEO of Berkshire Hathaway (BRK.A) -). The company bought shares of Squishmallow parent Jazwares via its impressive takeover of Alleghany for a total value of $11.6 billion.
“It’s an amazing structure. We’re thrilled to be part of it,” Squishmallows President Laura Zebersky said of the takeover. Both Zebersky and CEO Judd Zebersky now report to Berkshire Vice President Greg Abel -- who's purported to be Buffett's successor.
Buffett hasn't directly commented on his favorite Squishmallow -- or whether he bids on the rare ones. But we've got a guess as to which one he favors, at least as far as appearances go:
THERE’S A WARREN BUFFET SQUISHMALLOW I REPEAT THERE’S A WARREN BUFFETT SQUISHMALLOW pic.twitter.com/vpaEGptWLs
— juicyju (@juicyju33) May 5, 2023
