Prior to bringing our team, and partner, Tellem Grody Public Relations, on board, the public had never heard of Squishmallows....nor had most people heard of Kellytoy, the 30-year-old toy manufacturer parent company. With less than 5 months to product hitting shelves in Walgreens across America, we were up for the task of building up a brand, as well as a loyal fanbase.
We created a brand identity and necessary collateral, set up social media platforms, created and implemented both consumer facing and buyer facing ads, designed and built an e-commerce website, sent products to influencers and press, created a database, built tradeshow looks and materials, created sales presentations, developed character identities....you name it, we did it all.
As soon as product launched, and with an e-commerce launch only less than a month behind, things kicked into high gear. People were buying Squishmallows like crazy, even driving across multiple states to get the exact character they wanted for their collection. UGC and engagement is off the charts, with fans sending us pictures, drawings, and new character ideas, which we’ve turned into give-back opportunities. We’ve also received hundreds of requests for Squishmallows to be available in several other countries; something that Kellytoy has in the works for this year.