Squishable vs. Squishmallow vs. Build-A-Bear: Comparison and Reviews

Squishable was founded in 2007 by Aaron Glazer and Zoe Fraade-Blanar, who lacked experience in the toy industry but aimed to create unique, round stuffed animals. The company's key innovation is its Project Open Squish platform, where fans submit and vote on design ideas, which the company then brings to life. Headquartered in New York City, Squishable has become a successful toy company, releasing millions of plush toys inspired by everyday objects, animals, and mythical creatures, with over half of their products originating from fan designs.

Kelly Toys Holdings, headquartered in Los Angeles, California, was founded in 1986 by Jonathan Kelly In an interview with Yahoo! Finance, Kelly stated that he came up with the idea for Squishmallows when he went to Japan and saw a variety of appealing toy products, including plush toys. Kelly and his team then spent several months creating a toy that emulated the “soft, cute, and kawaii” look of the Japanese plush toys.

Judd Zebersky, CEO and president of Jazwares, announced a strategic partnership with Kelly Toys in 2019 to "reinvigorate and expand distribution" of its Russ Berrie brand, which Jazwares had acquired in 2018. After collaborating for a year, Jazwares acquired Kelly Toys to expand its marketplace position and obtain additional marketplace licenses for the brand. Kelly Toys was acquired by Jazwares, a Berkshire Hathaway company, in 2020. The official partnership was announced in April of 2020 by Zebersky along with Kelly Toys and their parent company, Alleghany Corporation. Kelly Toys Holdings was Jazwares' second acquisition following their acquisition of Wicked Cool Toys in 2019.

Perhaps once in a generation an impassioned individual crafts an idea so impactful that it transforms not one but two industries, while touching the hearts of millions around the world. For today’s generation, Maxine Clark is that person and Build-A-Bear Workshop is that idea.

Maxine envisioned an interactive retail destination where kids could make personalized “furry friends.” She ultimately created something that is now called “experiential retail” which has fundamentally helped to change the way we think about shopping.

On that October Sunday in 1997 when she opened the first Build-A-Bear Workshop in the Saint Louis Galleria Mall, Guests lined up outside the door. They knew, even then, that this was something special. And they have never stopped coming. Bear by bear, store by store, market by market, and country by country, Build-A-Bear Workshop has now grown to over 400 locations worldwide.

Millions of furry friends and more than 20 years later, Build-A-Bear Workshop has earned its rightful position, far beyond fad, as an iconic part of not just one but two generations.

Popularity:

Squishmallows & Build-A-Bear are more popular than Squishables.

Kellytoy LLC sold 50 million Squishmallows between February 2020 and October 2021, bringing the total number sold to over 100 million since their launch. Social media has largely fueled this, as platforms like Instagram, Reddit, and TikTok now host Squishmallow communities with thousands of users. Created as prizes in crane games, they became TikTok sensations, garnering over 13 billion views under the #Squishmallows hashtag. With over 400 million units sold globally, Squishmallows transformed from carnival prizes to must-have collectibles, especially among Gen Z collectors who fuel trading communities and hunt for rare releases.

Squishable with a revolutionary concept: allowing fans to design their plushies. Their "Project Open Squish" program allows community members to submit designs, vote on favorites, and see winning concepts come to life. This grassroots approach has created a loyal following among collectors who appreciate the adorable Squishable's artisanal quality and unique designs, such as their famous Plague Doctor plush toys.

However, Build-A-Bear offers interactive, hands-on experiences where customers can personalize and create their own plush toys. Many parents and children like to go to Build-A-Bear to create their favorite plush toys.

Texture & Shape:

Adorable Squishables are made from 100% polyester fabric with denser stuffing, resulting in a firmer yet still huggable texture. Some larger Squishables include polyethylene pellets for added weight and stability. Material specs:

Exterior: Fluffy polyester fabric
Filling: High-density polyester fiber (some with pellet weights)
Double-stitched reinforced seams

Squishmallows feature a proprietary blend of super-soft spandex exterior and low-density polyester fiber filling. This creates their signature marshmallow-like compression — they're incredibly soft and bounce back to their original shape after being squished. Material specs:

Exterior: Velvety, super soft spandex blend
Filling: Ultra-soft polyester fiber
Compression ratio: 4:1

Build-A-Bear plushies feature varied textures depending on the specific plush, ranging from soft and dense faux fur to smooth mink or even rougher materials like flannel for hooves and claws. The shapes also differ, with standard rounded teddy bears, character-specific forms like the Toothless dragon, and even weighted bears designed for a different feel.

Size Options & Product Range:

Squishable focus on fewer, standardized sizes:

3 inches: Micro Squishables;
7 inches: Mini Squishables;
15 inches: Standard Squishables;
32-36 inches: Massive special editions.

Squishmallows offer the widest size variety:

3.5 inches: Clip-on keychains;
5-8 inches: Standard collectible size;
12-16 inches: Popular hugging size;
20-24 inches: Jumbo pillow size.

Build-A-Bear offers a diverse product range with different size options to cater to various preferences and occasions:

Standard bears: These generally range from 15" to 18" in height.
Mini stuffed animals: Build-A-Bear offers smaller plushies, including options around 6-8 inches, which are also referred to as Build-A-Bear Buddies and Mini Plush.
Large/Giant Plush: Some larger plush toys are available, including those measuring 20 inches and above.

Sizing can vary depending on the specific animal and new product releases.

Durability & Care Instructions:

These three brands prioritize quality construction but require different care approaches.

Hand wash recommended with mild detergent;
Spot cleaning for accessories;
Air dry to maintain fluffiness.

Machine wash cold in protective pillowcases;
Air dry only (heat damages spandex);
Spot clean for minor stains.

If your furry friend needs a spot cleaning, you can remove stains quickly and easily with our non-toxic Bear Stuff Cleaner. Made from a blend of mild detergents and water softeners, Bear Stuff Cleaner is simple to use. Just spray the affected area, then blot and wipe with a clean cloth! Allow your furry friend to air dry and then brush the cleaned area.
If your furry friend requires more than a spot cleaning, place it inside a pillow case and knot the case closed. Then simply machine wash on the gentle cycle in cold water with mild soap and allow your furry friend to air dry.
If your furry friend contains a sound inside and/or is battery operated, DO NOT submerge it in water or place in the washing machine. Please visit any Build-A-Bear Workshop store to have the sound removed before washing.

These three brands maintain their softness with proper care, although thinner fabric may show wear more quickly with frequent handling.

Customization & Accessories:

Squishables excel in customization with "Undercovers" — purchasable costumes that transform your plush:

Wizard robes and witch hats
Superhero capes and masks
Seasonal costumes
Fantasy themes

This unique difference lets collectors create personalized displays and change their Squishables' look seasonally.

Squishmallows offer limited customization:

Name tags and adoption certificates
Seasonal themed releases
Licensed collaborations
No physical accessories

Build-A-Bear is even more customizable. You can customize your furry friend online or in a store near you. So much good stuff at Build-A-Bear.

Design Philosophy & Character Variety:

Squishables focus on round, huggable designs with unique concepts:

Comfort food: Donuts, tacos, ramen bowls;
Round animals: Pandas, penguins, octopuses;
Mythical creatures: Dragons, unicorns, phoenixes;
Quirky designs: Plague doctors, d20 dice, organs.

Their community-driven design process means many Squishables originate from fan submissions, creating truly unique collectibles.

Squishmallows organize releases into themed "squads" with diverse characters:

Animals: Cats, dogs, axolotls, sea creatures;
Food: Avocados, strawberries, pizza slices;
Licensed characters: Disney, Star Wars, Marvel, Hello Kitty;
Seasonal collections: Valentine's, Halloween, Christmas.

With over 1,000 different Squishmallows released, collectors can find characters for every interest and occasion.

Build-A-Bear Workshop's design philosophy centers on empowering guests of all ages to express themselves and create personalized furry friends in a fun and interactive environment. Build-A-Bear invented and remains a leader in "experiential retail," creating a hands-on, engaging process for guests to craft their own stuffed animals. Build-A-Bear offers a vast and constantly evolving array of characters to appeal to diverse tastes and interests.

Classic Bears and Animals: A core offering includes various types of bears, bunnies, cats, and other traditional stuffed animal options, catering to a timeless appeal.
Popular Licensed Characters: Collaborations with popular franchises and entertainment properties bring a wide range of characters to life, including those from:
Movies and TV Shows: Characters like those from Harry Potter, Star Wars, The Nightmare Before Christmas, and The Office have been featured.
Video Games: Characters like Mario and Luigi cater to a gaming audience.
Other Beloved Brands: Collaborations with brands like Sanrio (Hello Kitty, Keroppi, My Melody, Kuromi) and others expand the character options.
Seasonal and Limited Editions: Build-A-Bear regularly introduces new collections and limited-edition plushies based on seasons, holidays, and current trends, encouraging collectors and repeat visits.

Diverse Options for all ages: While popular with children, Build-A-Bear increasingly caters to teenagers and adults with themed and sometimes edgy options (like the "After Dark" collection), reflecting the brand's multi-generational appeal.

Collector Communities & Cultural Impact:

Squishables cultivate a smaller but dedicated community:

Design contests: Fan-submitted concepts win cash prizes;
Collector forums: Discussion of rare releases and customs;
Convention presence: Regular appearances at toy and comic conventions;
Artist collaborations: Partnerships with webcomic creators.

Squishmallows created a massive online community:

TikTok: 13+ billion views showcasing collections;
Instagram: Daily "squish mail" unboxings;
Reddit: Active trading and hunting communities;
Facebook groups: Regional trading and selling.

The brand's accessibility sparked collecting among all ages, with particular popularity among teens and young adults.