100 million Squishmallows sold in a year — How the toy sensation joined Warren Buffett's conglomerate

this year in Omaha, Nebraska, with shareholders snapping up 10,000 snuggly dolls in the span of hours, including ones modeled after the "Oracle of Omaha" and his longtime business partner Charlie Munger.

While Buffett only got into Jazwares indirectly through Alleghany, he has shown the willingness to invest in far smaller businesses that don't have the heft to move the needle in terms of Berkshire's massive earnings and revenue. Often Buffett admires the business' management and expects it to continue to grow and remain profitable.A whopping 100 million Squishmallow units — with prices ranging from $5 to $30 — were sold last year alone.

In order to sustain the success of Squishmallows, Jazwares is conscious about oversaturation and tends to be very selective about partnerships, Zebersky said. The plush toy brand has driven 40% of Jazwares' entire revenue for the past two years. Squishmallows recently announced a partnership with McDonald's Happy Meal, which will roll across 70 different countries throughout 2023.Last month, Jazwares participated in VidCon in California, an annual convention for content creators and online brands. The company featured a pit stuffed with a sea of Squishmallows for visitors to jump into.

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