Squishmallows, the current toy sensation, has recently signed a deal with Creative Artists Agency for representation as the brand enters a new era of themed films, television, video games, publishing, live touring, and more, according to Variety.

“The Squishmallows brand is at this incredible stage, experiencing tremendous growth and increasing popularity over the past year. Now is the perfect time to join forces with CAA, the best partners in the industry, to fully take advantage of the momentum behind the brand and create significant content and entertainment experiences for our brand fans,” said Michael Rinzler, executive vice president, and partner at Jazwares.

The brand started with just eight characters in 2017 by founder Jonathan Kelly and is produced by Jazwares. It since has grown in popularity, with now 1,000 different characters, and a recorded 86 million units sold since they launched.

Jazwares is a popular toy producer that also produces toys for Fortnite, Pokeman, Peppa Pig, and Cabbage Patch Kids brands. 

It is popular among people to try and collect as many of the toys as possible, similar to the TY Beanie Babies craze of the 1990s and early 2000s.  

In June, Jazwares released a YouTube series for Squishmallows called “Squishville” that is produced by Moonbug Entertainment. New episodes of the series will appear every Saturday until October.

The huggable plushes are most popular with children and young adults, with a lot of its growing popularity credit coming from TikTok.