Squishmallows Expands Its World of Joy with New Fragrance Collection from Blue Meadow Brands

Squishmallows, the #1 plush toy sensation in the US, is expanding its mission to spread joy by introducing a new line of mood-boosting fragrances inspired by the brand’s most beloved characters. Partnering with Blue Meadow Brands, Squishmallows’ new fragrance brand is being led by Joel Ronkin, a fragrance veteran with over 25 years of experience developing some of the world’s most beloved and successful scents. The brand also partnered with DSM-Firmenich and renowned designer Lance McGregor, whose work includes Orebella, Jo Malone and La Mer.

"Squishmallows Fragrances builds on the brand's legacy of sensorial delight, unveiling a fresh and immersive way to experience its signature joy. In working with the Squishmallows team, we saw an opportunity to translate the brand's core values—happiness, inclusivity and collectability—into scents, deepening the emotional connection fans have with this one-of-a-kind brand. Through fragrance, we hope to provide comfort and joy to consumers that they can take with them wherever they go," said Joel Ronkin, Blue Meadow Brands Founder & CEO.

The fragrances they created were designed to embody the excitement, comfort and joy synonymous with Squishmallows. Each scent has an exclusive Squishmallows Accord—a delicious blend of sweet and fluffy marshmallow notes combined with EmotiWaves scent technology that elicits feelings of happiness and well-being (as proven by neuroscientific studies). Visually, the bottles mirror the soft, familiar shape of Squishmallows most icronic characters. Each bottle features a collectible bulb atomizer for a tactile “Squishability” that fans are familiar with.

The collection features three new scents listed below:

Whisked Away

A vanilla amber gourmand inspired by Squishmallows' mascot Cam the Cat and his love for coziness and comfort.

Key Notes: Foamy Milk, Caramel Drizzle, Vanilla Latte

Top: Cinnamon, Foamy Milk, Caramel Drizzle

Mid: Tiger Orchid, Freesia Petals, White Peach

Dry: Sandalwood, Squishmallows Accord, Vanilla Latte

Pink Possibilities

A fruity floral green inspired by Patty the Cow and her family's booth at the springtime farmer's market.

Key Notes: Fresh-Picked Strawberry, Juicy Kiwi, Pink Sugar

Top: Fresh-Picked Strawberry, Dragonfruit Nectar, Juicy Kiwi

Mid: Violet Leaves, Plum Blossom, Waterlily

Dry: Squishmallows Accord, Sheer Amber, Pink Sugar

Moonlit Mist

A floral fruity gourmand inspired by Zumirez the Bat and the enchanted forest he calls home.

Key Notes: Green Apple, Sweet Cherry, Lychee Blossom

Top: Green Apple, Lychee Blossom, Sweet Cherry

Mid: Pink Peony, Pear Flower, Lily of the Valley

Dry: Squishmallows Accord, American Cedarwood, Soft Musks

All Squishmallows Fragrances will be available at Ulta Beauty stores nationwide and online. To further enhance the Squishmallow experience, the brand created an exclusive Squishmallows plush with the purchase of any 3.4 oz Squishmallows Fragrance (Limited time only).

"We're thrilled to welcome Squishmallows Fragrances into the Ulta Beauty family," said Linda Suliafu, Vice President of Merchandising at Ulta Beauty. "This launch brings together the joyful, collectible spirit of Squishmallows with the beauty, discovery and fun our guests love to find in our assortment. The brand's playful energy and inclusive appeal align perfectly with our mission to deliver beauty experiences that surprise, delight and celebrate self-expression for guests of all generations. We can't wait for new and existing guests to experience this exciting new addition to our fragrance assortment and find the perfect scent that matches their mood."

"Squishmallows has become a global powerhouse franchise with diverse product offerings that transcend well beyond the toy aisle, capturing the hearts and minds of fans everywhere," said Gerhard Runken, Executive Vice President of Brand & Marketing at Jazwares. "Collaborating with Blue Meadow brings the brand to life through an authentic Squishmallows fragrance experience we know fans will love and is sure to invigorate their senses."