Kellytoy, Inc / Squishmallows

About: Kellytoy manufacturers a portfolio of award winning everyday and seasonal plush products that includes its best-selling Squishmallows line. Over the past three decades, Kellytoy has positioned itself to meet the needs of its customers in mass market, gift/specialty/toy retailers, party and pet stores, supermarkets, discount stores, drug stores, amusement parks and even crane machines in arcades the world over. Debuting in fall 2017, the delightful Squishmallows have expanded with more than 50 characters and seasonal styles in 2018. In June, the company achieved a huge milestone, announcing more than 5 million Squishmallows have sold.


Assignment: TGPR partnered with a full-service marketing agency and in tandem, developed a comprehensive launch plan for the Squishmallows line in North America. TGPR handled all PR outreach including developing a media kit and press releases; managed B2B advertising campaigns, award program submissions and media and influencer relations. TGPR attended the TTPM Holiday Showcase and annual International Toy Fair in New York City.


Key Accomplishments: TGPR secured more than 75 media placements in local and national print and online publications within the first year. Highlights include the Washington Post Gift Guide, which featured Squishmallows on the home page in 2017. The Chicago Tribune and Chicago Sun Times covered a local Kellytoy holiday toy drive. A number of U.S. based family and parent magazines covered the product including San Diego Family, Los Angeles Parent, Baton Rouge Parents and South Florida Parenting. OK Weekly and Time Out New York featured Squishmallows on its themed product pages. A contest organized with Bauer publishing generated more than 15,000 entries for a chance to win a Squishmallows set. TGPR set up product trade placements with more than 20 YouTube and Instagram influencers, who had more than 5 million followers in total.