Jazwares: Changing Squishmallows from a Collectible Fad into a Lifestyle Brand

Two years had passed since Jazwares Limited Liability Company (Jazwares) acquired Squishmallows—a plush toy business—and Jeremy Padawer, the chief brand officer of Jazwares, was challenged in how to ensure that the Squishmallow plush toys would be more than a passing fad. As Squishmallows expanded, so did its leadership team. In November 2022, Padawer promoted Crystal Pizzullo to the role of vice president of the brand’s Global Business Unit. Pizzullo’s role was paramount to ensuring the ongoing success and protection of the brand identity of an extraordinarily successful business. Squishmallows enjoyed strong brand recognition and offered a meaningful unique selling proposition, but there were still many questions about the company’s next steps, including which growth strategy would be the most suitable for Jazwares.