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Jazwares

Jazwares is an toy company founded in 1997 by Judd Zebersky and headquartered in . Acquired by in October 2022 as part of its $11.6 billion purchase of parent company , Jazwares specializes in plush toys, action figures, and collectibles, with a portfolio of wholly owned brands like and licensed products from major franchises including Pokémon, Star Wars, , and . The company has grown into a global leader in the toy industry, selling in over 100 countries and employing more than 1,300 people worldwide as of 2024. Its flagship brand, Squishmallows, a line of collectible plush toys launched in 2017, has become a cultural phenomenon, driving billions in retail sales and earning recognition as a "Titan" in TIME's 2024 list of the world's most influential companies for revitalizing the plush toy category. Jazwares emphasizes innovative play experiences that blend owned intellectual properties with high-profile licenses, such as deals for Yo Gabba Gabba! (2025) and Miraculous: Tales of Ladybug & Cat Noir (2025). Under the leadership of founder and CEO Judd Zebersky and President Laura Zebersky, the company has expanded through strategic acquisitions, including Wicked Cool Toys in 2019, which bolstered its licensed portfolio with brands like and . Warren Buffett has publicly praised Jazwares as a "gem" within Hathaway's consumer products group, highlighting its rapid growth and appeal to younger generations via social media trends like . In 2023, Jazwares relocated its headquarters to , to support its expanding operations.

History

Founding and Early Years

Jazwares was founded in 1997 by Judd Zebersky in , following his decision to leave a career in to pursue in the toy industry. Zebersky, inspired by a passion for innovative consumer products, established the company with a focus on creating engaging items for children. In 1998, Jazwares introduced its inaugural product line, Big Sippers, consisting of oversized novelty plastic cups designed for beverages and molded to resemble popular pop culture characters such as wrestlers, figures, and Pokémon. These licensed items marked the company's early entry into character-based merchandise, emphasizing fun and thematic designs to appeal to young consumers. In 2005, Laura Zebersky, Judd's wife and a former litigator, sold her law practice to join as president and chief commercial officer, where she concentrated on enhancing the company's commercial strategies and overall growth. Under her leadership, alongside Judd's vision, the firm maintained an initial emphasis on novelty items while beginning a gradual transition toward broader toy categories. By the late 2000s and early 2010s, Jazwares expanded into licensed toys, securing key partnerships including the license from in 2008 for action figures and plush toys, followed by the master toy license from Mojang in 2013, which included figures, plush, and papercraft items. This period highlighted the company's shift from standalone novelties to integrated collectible and plush lines tied to major entertainment properties.

Growth and Investments

In July 2014, Alleghany Capital Corporation acquired a 30% minority interest in Jazwares, providing initial financial support for operational expansion. This investment was followed by a controlling majority stake on April 15, 2016, which enabled the company to pursue larger-scale licensing agreements and accelerate product development. The capital infusion marked a pivotal shift, allowing Jazwares to transition from smaller novelty-focused offerings to a broader portfolio of licensed merchandise. During the late 2010s, Jazwares expanded into high-profile licensed properties, securing deals that diversified its product lines from novelty items to action figures and plush toys. For instance, the company launched its toy line in 2018, featuring 4-inch action figures and playsets based on the popular , which broadened its appeal to gaming enthusiasts. Similarly, in February 2020, Jazwares obtained the global master toy license for , introducing plush toys, figurines, vehicles, and role-play items tied to the educational series, further emphasizing preschool-oriented plush products. In April 2020, Jazwares acquired Kellytoy, the creator of the brand, further expanding its plush toy portfolio. These expansions highlighted Jazwares' growing emphasis on licensed content to drive product diversity and . As part of its operational scaling, Jazwares announced in 2023 and relocated in 2024 its headquarters from Sunrise to a new facility in , to accommodate increased staff and production demands. This move supported the company's rapid growth, including early partnerships like the June 2023 collaboration with , which integrated plush toys into Happy Meals across the U.S., featuring 24 collectible designs to boost visibility among families.

Berkshire Hathaway Era

In October 2022, completed its acquisition of for $11.6 billion, thereby bringing Jazwares under the ownership of Warren Buffett's conglomerate as a wholly owned ; the specific purchase price for Jazwares itself remained undisclosed, marking the company's transition from public to private ownership. This move followed prior investments by in Jazwares since 2014. Under the new structure, Jazwares' leadership, including founders Judd and Laura Zebersky, reports to Berkshire Vice Chairman while retaining operational autonomy to foster continued innovation. Post-acquisition, Jazwares emphasized leveraging Berkshire's vast resources to support global scaling and , focusing on sustainable expansion without overproduction to maintain brand exclusivity. Strategies included selective international partnerships, such as integrating into Happy Meals across 70 countries in 2023, to broaden market reach while innovating with collectible designs tailored for diverse retail channels. In 2024, the company launched the Jazwares Vault, a online platform dedicated to premium, limited-edition collectibles across its licensed brands like Star Wars Micro Galaxy Squadron and AEW figures, enhancing fan engagement and exclusivity. The era has provided Jazwares with enhanced in the early , enabling sustained growth particularly in its plush toy categories amid a competitive . This period has seen consistent performance driven by flagship lines like , which continue to dominate as a key revenue driver through innovative, fan-focused developments.

Acquisitions and Business Development

Pre-2020 Acquisitions

Jazwares expanded its portfolio through a series of strategic acquisitions in the mid-to-late , focusing on complementary product categories in toys, , and collectibles. These moves, supported by from Alleghany Capital Corporation beginning in 2014, allowed the company to diversify beyond its core action figures and licensed merchandise into musical instruments, plush toys, and interactive playsets. In July 2016, Jazwares acquired , a Boston-based designer and marketer of musical instruments and related accessories targeted at beginners and children. This purchase added a range of affordable guitars, drums, and keyboards to Jazwares' lineup, enhancing its offerings in educational and entertainment products. First Act's emphasis on accessible music-making tools complemented Jazwares' existing ecosystem by introducing interactive, skill-building elements. The company continued its growth in 2018 with two key acquisitions. In February, Jazwares purchased a majority interest in Zag Toys, a leader in collectible blind bags and fashion dolls, including brands like Tubers and Hairdorables. This deal strengthened Jazwares' position in the fast-growing surprise segment, where experiences drive consumer engagement among preteens. Later that May, Jazwares acquired the Russ Berrie and brands from Larsen & Bowman Holdings, incorporating a portfolio of plush toys, figurines, and giftware that dated back to 1963 for Russ Berrie. These additions brought established plush expertise and nostalgic collectibles, broadening Jazwares' appeal in seasonal and impulse-buy categories. In October 2019, Jazwares bought Wicked Cool Toys, a Pennsylvania-based firm known for innovative playsets and licensed properties such as the Pokémon Pokédex electronic toys and the Sunny Day merchandise. This acquisition integrated interactive tech-driven toys and character-based playsets, further diversifying Jazwares' catalog with STEM-inspired and media-tied products. Wicked Cool Toys' focus on global distribution and licensing partnerships aligned with Jazwares' expansion goals. Collectively, these pre-2020 acquisitions targeted synergistic sectors including , gifting, collectibles, and interactive entertainment, enabling Jazwares to construct a more robust and varied entertainment portfolio ahead of its plush-dominated growth phase. By integrating brands with strong retail presence and innovative designs, Jazwares enhanced its competitive edge in the toy industry without overlapping core competencies.

Kellytoy Acquisition and Beyond

In April 2020, Jazwares acquired a majority stake in Kelly Toys Holdings, LLC and Kelly Amusement Holdings, LLC, the creators of the plush toy line that launched in 2017. This deal marked a pivotal shift for Jazwares toward the and collectibles , with quickly emerging as the company's flagship brand due to its viral appeal on social media platforms like . By integrating Kellytoy's operations, Jazwares expanded its portfolio to include over 500 characters, driving rapid sales growth and positioning the brand as a leader in the global plush toy sector. Following the Kellytoy acquisition, Jazwares pursued additional deals to bolster its presence in baby and kids products as well as support services, including the acquisition of Big Balloon in 2023. This acquisition strengthened Jazwares' distribution network in the region, supporting the global rollout of its product lines. These strategic moves focused on sectors that complemented ' growth, enabling Jazwares to streamline supply chains and reach new markets. The integration of Squishmallows into Jazwares' licensing strategies further amplified its reach, exemplified by a 2025 partnership with SNAPBRANDS to launch a limited-edition beauty collection featuring -themed makeup products like eyeshadows and lip glosses, exclusively available at . This collaboration extended the brand beyond traditional toys into categories, capitalizing on its appeal to collectors and young adults. Overall, these developments shifted Jazwares' revenue heavily toward plush and collectibles, with Squishmallows contributing to Jazwares achieving $1.3 billion in in 2023 (approximately 40% from Squishmallows).

Products and Brands

Core Product Lines

Jazwares' core product lines focus on proprietary toys, premium collectibles, and sets that emphasize original character designs and innovative play experiences independent of external intellectual properties. The flagship line, acquired via Jazwares' purchase of Kellytoy on April 1, 2020, has grown into a cornerstone offering with over 1,000 unique characters, each featuring distinct names, backstories, and personalities inspired by themes like animals, fruits, and mythical creatures. Available in more than 12 sizes ranging from 2 inches to 24 inches, these ultrasoft polyester-filled toys prioritize huggable comfort and collectibility, with no toxic chemicals used in their . The line's expansion under Jazwares has emphasized diverse squad-building options, allowing collectors to assemble themed groups for display or play. Complementing the plush category, Jazwares launched the Jazwares in March 2024 as a platform for premium collectibles, offering limited-edition items with enhanced , detailed sculpting, and exclusive packaging tailored for dedicated enthusiasts. These high-end pieces highlight Jazwares' commitment to quality craftsmanship, often including bundled sets that encourage deeper engagement through modular or display-oriented features. In early 2025, Jazwares introduced BLDR, a new construction brand featuring interlocking blocks for building articulated figures and scenes based on original characters, such as Squishmallows-inspired designs. This line promotes creativity with compatible pieces that snap together easily, supporting builds up to 10 inches tall with multiple points of articulation for dynamic posing and storytelling. , in particular, has garnered industry acclaim, including the 2022 Toy of the Year award from the Toy Association for its innovative appeal across age groups.

Licensed Partnerships

Jazwares has established extensive licensed partnerships with over 50 entertainment properties, primarily in video games, television shows, and films, enabling the production of themed toys such as items, figures, and playsets that align with major media releases and events. These collaborations, which began expanding significantly in the , allow Jazwares to create collectible products tied to popular franchises, fostering fan engagement through innovative play experiences. Among its longstanding deals, Jazwares has been the master licensee for toys since 2008, producing a wide range of action figures, plush toys, and playsets featuring characters from the video game series. Similarly, the company secured licensing for in the late 2010s, developing articulated action figures, vehicles, and plush collectibles that capture the game's dynamic characters and accessories. For the children's educational series , Jazwares has manufactured interactive figures, playsets, and plush toys since 2020, emphasizing family-oriented play that mirrors the show's musical and developmental themes. In recent years, Jazwares has broadened its portfolio with high-profile agreements announced in 2024 and 2025. The company became the master toy and plush licensee for Five Nights at Freddy's in May 2024, planning a cross-category line of horror-themed action figures, playsets, and plush items set for mass retail launch in 2025. In October 2025, Jazwares partnered with Warner Bros. Discovery Global Consumer Products to introduce a spooky plush collection inspired by franchises like IT, Beetlejuice, Gremlins, and Corpse Bride, blending horror icons with collectible, fan-favorite designs. Earlier that year, in February 2025, Jazwares signed a multi-year global licensing deal with WildBrain for Yo Gabba Gabba!, covering toys, plush, figures, costumes, and accessories based on the revived children's series, with products debuting later in 2025. In November 2025, Jazwares was named the global master toy partner for the Miraculous: Tales of Ladybug & Cat Noir franchise by Miraculous Corp, planning a range of action figures, fashion dolls, plush, and role-play items launching from 2027. Additionally, in October 2025, Jazwares was named the official worldwide plush licensee for the FIFA World Cup 2026, creating a first-of-its-kind collectible line including plush mascots, wearables, and novelties to celebrate the tournament across host countries. These partnerships underscore Jazwares' strategy of timing product releases with cultural milestones, enhancing market relevance and consumer excitement.

Roblox Collaboration

Jazwares established a significant partnership with in 2017, debuting a toy line that brought the platform's user-generated experiences into physical form through action figures, mix-and-match playsets, and collectible series inspired by popular games and creators. This initial marked 's first major push, allowing fans to recreate and customize characters mirroring the online , with each toy including a redeemable code for exclusive virtual items within the . In the early 2020s, the partnership expanded to emphasize direct collaborations with game s, producing themed toys for hit experiences like Adopt Me! and Brookhaven RP, including pets, vehicle playsets, and role-playing figures that captured the essence of virtual worlds such as simulations and neighborhood adventures. For instance, the Adopt Me! line, secured via a multiyear master toy agreement with Uplift Games in 2022, features annual waves of surprise eggs, collector figures, and themed playsets like the Baby Shop, released through 2024 and into 2025. Similarly, Brookhaven RP toys under the DevSeries imprint include detailed vehicles like patrol tanks and mix-and-match character sets depicting roles such as firefighters and doctors, launched in waves starting in 2023 to maintain authentic ties to the game's open-world roleplay. A key evolution occurred in 2023 when Jazwares' overarching master license expired, prompting a pivot to individualized developer partnerships that sustained production without broad platform branding; this model enabled deeper authenticity by involving creators in toy design, as seen in the 2023 master toy deal for Royale High, which introduced fashion dolls and accessory sets in fall 2024 to reflect the game's school-themed roleplay. These efforts drive fan engagement by bridging physical play with digital rewards—virtual codes unlock in-game items, encouraging cross-platform interaction and community loyalty among 's young audience. The product range encompasses blind boxes for surprise unboxings, limited-edition exclusives tied to game events, and playsets that extend narratives into real-world scenarios, with ongoing annual releases ensuring fresh content aligned with evolving user-generated hits.

Operations and Global Presence

Headquarters and Leadership

Jazwares is headquartered in , having relocated there in early 2024 from its previous location in nearby Sunrise after more than 25 years. The new facility serves as the company's primary hub for , prototyping, and operations, supporting its global toy manufacturing and consumer products activities. The leadership team is headed by Judd Zebersky, who founded the company in and continues to serve as , overseeing key areas including product development, , and . Laura Zebersky, co-founder and president, functions as the , driving sales, , and initiatives. Since Berkshire Hathaway's acquisition of Jazwares' parent company in 2022, the executive team reports to Berkshire vice chairman , providing strategic oversight from the conglomerate's leadership. Jazwares maintains an operational structure centered on in-house design teams specializing in plush prototyping and , complemented by robust to ensure efficient and . The company employs approximately 1,300 staff, with a strong emphasis on roles in creative , commercial , and operational support.

International Expansion

In 2024, Jazwares marked a key step in its European expansion by opening a wholly owned office in , , aimed at bolstering distribution and licensing operations across the , particularly in the Iberian market. This move introduces a direct-to-retail supply model set to launch in 2025, complementing existing offices in the UK, , , and the , and positions Jazwares to better serve Southern Europe's growing toy sector. Jazwares further extended its reach into the region through strategic acquisitions and product line developments by 2025, including the December 2023 purchase of Big Balloon, Australia's leading full-service toy distributor, which enhances local retail networks and supports integration in the $1.7 billion Australian toy market. This acquisition facilitates broader distribution of Jazwares' brands , with Chris Loverso, Big Balloon's co-founder, appointed as Managing Director of Jazwares to drive growth. In parallel, the company's anime figure lines, bolstered by a 2023 partnership with for collectibles across 18 popular series like and , have amplified its presence in , where anime fandom drives significant demand for such products. On the global stage, Jazwares secured a landmark partnership in October 2025 to become the official worldwide plush licensee for the , enabling distribution of collectible plush items, wearables, and novelties featuring tournament mascots from , , and the . Products will debut in June 2026 at retailers and online platforms globally, fostering fan engagement across 16 host cities and beyond. To capitalize on international markets, Jazwares employs strategies such as localized product releases—exemplified by transitioning Pokémon toy distribution to its French team in July 2025—and e-commerce optimizations through distributor integrations like Big Balloon, ensuring tailored availability and accessibility in diverse regions.

Recognition and Impact

Industry Awards

Jazwares has earned numerous accolades in the toy industry, with its line serving as the primary recipient of major honors for product innovation. The brand secured multiple Toy of the Year (TOTY) awards from The Toy Association between 2022 and 2023, including the overall Toy of the Year in both years, the Toy of the Year in 2022 and 2023, and the Collectible of the Year in 2023 for the Pokémon Collection variant. In 2024, also won Collectible of the Year at the TOTY Awards. These victories underscore ' appeal in plush and collectible categories, reflecting its ultrasoft design and collectible nature that fosters emotional connections through play. Beyond TOTY recognitions, Jazwares received the Best Licensed Toy Brand award at the Licensing International Excellence Awards in 2023 for . In 2025, the brand again triumphed at the same event, winning Best Toy Brand for , highlighting its ongoing excellence in licensed product development. These honors, along with additional category wins such as Toy of the Year at the Toy Retailers Association Awards in 2023, demonstrate Jazwares' consistent leadership in innovative design. The cumulative impact of these awards has boosted market visibility for Jazwares, with Squishmallows accumulating ten TOTY honors by the end of , including additional category wins in , and numerous other industry distinctions by 2025, driving global consumer engagement and reinforcing the company's position in the and licensed toy sectors.

Cultural and Market Milestones

Squishmallows emerged as a major cultural phenomenon in the toy market, driven by its viral presence on platforms like , where it amassed billions of views, and , with millions of user-generated posts showcasing collections and videos. The brand's appeal extended to celebrity endorsements from figures such as , , and , who shared their personal Squishmallows on , further amplifying its popularity among Gen Z and millennial audiences. By 2022, over 100 million Squishmallows units had been sold globally, contributing to Jazwares achieving $1 billion in annual revenue by , primarily fueled by the line. This surge helped revive the plush toy category post-pandemic, as consumers sought comfort items amid isolation and stress, with Squishmallows credited for reinvigorating traditional stuffed animal play through its collectible, huggable designs. In 2024-2025, Jazwares marked several key milestones that expanded its cultural footprint. The company reported strong performance in 2024, with a 20.3% revenue increase in the first half of the year, bolstering Berkshire Hathaway's consumer products portfolio amid broader industry stabilization. A notable venture into the beauty sector came through a licensing partnership with SNAPBRANDS, launching a limited-edition Squishmallows-themed makeup collection exclusively at Ulta Beauty, featuring eyeshadow palettes, lip glosses, blush sticks, press-on nails, and cosmetic accessories inspired by the characters. At San Diego Comic-Con 2025, Jazwares hosted a "2025 Sneak Peek" panel that unveiled exclusive product reveals across lines including Squishmallows, Pokémon, Star Wars Micro Galaxy Squadron, Total Anime, AEW, BLDR, and Hello Kitty and Friends, drawing hundreds of attendees and highlighting expanded collectibles. These developments underscored Jazwares' role as a Berkshire Hathaway subsidiary, enhancing the conglomerate's consumer products segment with innovative, high-demand offerings. Looking ahead, Jazwares is positioning itself as a leader in hybrid digital-physical entertainment through initiatives like its collaborations and the debut of the BLDR construction toy brand in 2025. BLDR focuses on buildable action figures and playsets, with initial 2025 releases emphasizing properties such as Crunchyroll's and , alongside and themes, using a QuikBrik system for customizable, articulated figures aimed at ages 8+ and collectors. This expansion into and building toys bridges virtual gaming worlds with tangible play, capitalizing on licensed IPs to drive cross-media engagement and sustain growth in the evolving toy landscape.

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