Squishmallows is proud to announce its inclusion in Fast Company’s annual Brands That Matter list. The list honors brands and individuals that go beyond acquiring customers—they resonate deeply with people and communities in a profound way. Through innovative branding and marketing, these companies and nonprofits have established meaningful relevance and cultural impact.

This year’s list includes large international organizations, small-but-mighty companies, and nonprofits, and it highlights 111 brands and 10 CMOs of the Year that inspire genuine engagement and loyalty from their consumers—and influence new adopters to buy in. Every brand included has found an ability to forge an emotional connection with customers, whether leading on the environment or pop culture, engaging B2B customers, or responding meaningfully to current events.

“Being included in Fast Company’s Brands That Matter list is a testament to the joy, creativity, and meaningful moments Squishmallows brings to fans everywhere. Across a multitude of consumer product categories, our fans show their support,” said Gerhard Runken, Executive Vice President of Brand & Marketing at Jazwares. “We are grateful to our amazing ‘Squish Squad’ whose love for Squishmallows makes moments like this possible.”

Squishmallows have taken the world of plush toys by storm with their unique and distinctive design, and most importantly, a tactile softness unlike anything else. Debuting in 2017, the iconic Squishmallows brand features collectible plush with lovable personalities, a whimsical design, and an ultra-soft feel. Since the brand’s launch, 400+ million of the beloved plush have been sold, captivating fans of all ages worldwide, both online and in person.

"We're thrilled to recognize this diverse group of honorees and highlight the work of exceptional marketing leaders," said Brendan Vaughan, Fast Company's editor-in-chief. "What unites brands like Netflix, State Farm, and New Balance is their dedication and ingenuity in forging authentic audience relationships through work that resonates in culture."

Fast Company’s Brands That Matter awards are open to companies of any size, from multinational corporations to small businesses. Applications are judged on their emotional resonance, cultural significance, timeliness, clarity, and originality.

About Jazwares

Jazwares, a Berkshire Hathaway company, is a leading global toy manufacturer with a robust portfolio of owned and licensed brands. Founded in 1997, Jazwares celebrates imaginative play with a progressive focus on identifying new and relevant trends to transform into high-quality products for consumers of all ages. Jazwares engages consumers through innovative play experiences with popular brands such as Squishmallows™, Pokémon™, Hello Kitty™, Star Wars™, Disney™, and BumBumz™. In addition to toys, offerings include virtual games, costumes, and pet products. Headquartered in Plantation, Florida, Jazwares has offices worldwide and sells its products in over 100 countries. For more information, visit www.jazwares.com and follow us on LinkedIn, X, Instagram, and Facebook.

About Fast Company

Fast Company is the only media brand fully dedicated to the vital intersection of business, innovation, and design, engaging the most influential leaders, companies, and thinkers on the future of business. Headquartered in New York City, Fast Company is published by Mansueto Ventures LLC, along with fellow business publication Inc. For more information, please visit fastcompany.com.