Winner of the best large stand, Jazwares, launched its new brand Squishmallows earlier this month at Reed Gift Fairs Melbourne.
Previously known as Big Balloon, the business was taken over late last year by US brand Jazwares and as a result has acquired new brands now that it is part of a large global company, explains marketing manager, Samantha Billing.
“Squishmallows plush is our new big brand in the portfolio which has been very popular,” she enthuses.
“We have introduced Wave 20 core range at this show which is exclusive to our independent stores for three to four weeks. Each Wave represents a number of new products to create the collectability to ensure there are always new products into stores every three to four months.
“Also new for the show is a range of seasonal products alongside a Halloween range and new licensed products.”
Billing adds they had a number of independents from all over the country visit the stand including a number of buyers from Queensland and Western Australia.
“Squishmallows in particular have been very popular as well as Crazy Aarons.
“Crazy Aarons Thinking Putty products from the US have also been in demand—it is better than slime and doesn’t leave any residue on your hand. You can squash it up into a ball and it bounces and there are different varieties that change colour, different textures, glow in the dark and one that even has a magnet inside.
“There is a special product called Hide Inside which has six unique items inside that you have to find. It is great for kids with learning disabilities, autism and anxiety and we have found that within the range there is a different product that resonates with everyone.”
