Jazwares is gearing up to disrupt the bedding category with the launch of a new line of Squishmallows-branded pillows designed to help kids have a cozy sleep. 

The company’s SquishPillows range is set to roll out exclusively at Target stores worldwide on June 22, combining the proprietary filling of Jazwares’ Squishmallows plush toys with a pillowcase that mimics their look and feel. Both standard (US$29.99) and king-sized (US$39.99) pillows will be available at launch, and consumers can personalize their sleep experience by choosing from seven different Squishmallows character pillowcases (US$9.99).

Jazwares president and CCO Laura Zebersky says the move into pillows was a natural extension for the Squishmallows brand, based on research showing that a significant number of consumers are already sleeping on their plush collections in lieu of a pillow. But it should also help the toyco achieve a strategic objective to strengthen its presence in the home goods category. 

Since debuting in the market eight years ago, the Squishmallows plush brand has expanded into a wide range of product categories under Jazwares’ umbrella. Some of the more notable extensions in recent years include construction sets, pet beds, crochet kits, makeup, stationery, inflatables and arts & crafts.