The Squishmallows are going all out for trick-or-treating this year, thanks to a new co-branding deal between Jazwares and California-based sweets retailer See’s Candies. 

The companies plan to work together on manufacturing and distributing a new Squishmallows Halloween gift set that will roll out to more than 250 See’s Candies storefronts across the US in early October. It comes in a Squishmallows-branded tote bag and includes a custom box of candy and a limited-edition eight-inch Emily the Bat Squishmallow. 

Jazwares’ EVP of brand and marketing Gerhard Runken says this collaboration is a great way for the Squishmallows brand to expand its presence in the food & beverage market following last year’s McDonald’s Happy Meal deal. And signing co-branding deals around the holidays is another part of the toyco’s strategy to transition its plush-led IP into a lifestyle brand. 

Like Jazwares, See’s Candies is owned by Berkshire Hathaway. CEO Warren Buffet purchased the confectioner for US$25 million in 1972, and says he has seen more than an 8,000% return on the investment since. According to Berkshire Hathaway’s latest full-year financial report, the candy business generated more than US$400 million in annual revenue in 2022.