Squishmallows initiates legal battle against Build-A-Bear Workshop

Fur may be on the verge of flying as two well-known plush toy manufacturers prepare to battle it out over a copyright dispute. Skoosherz, a new toy made by Build-A-Bear Workshop, claims that Squishmallows, made by Jazwares, is too similar to their own egg-shaped cushion animal characters. Although the subject matter may evoke cuddly feelings, this dispute is expected to take the form of a tough legal battle rather than a playful pillow fight. Jazwares has filed an intellectual property lawsuit in California against Skoosherz. In response, Build-A-Bear Workshop has launched its own lawsuit in Missouri, seeking to establish that Skoosherz is simply their own version of a popular type of toy that has gained popularity in recent years. Jazwares argues that Skoosherz toys are "knockoffs" of their Squishmallows, which they have been selling since 2017. They point out that both toys are "shaped fanciful renditions" of animals with simplified Asian-style Kawaii faces and velvety velour-like fabric. Kawaii refers to the Japanese culture of cuteness. Jazwares claims that Build-A-Bear has gone to great lengths to intentionally and blatantly copy the look, feel, and design of Squishmallows in order to capitalize on their global success. Squishmallows gained popularity during the pandemic as people sought comforting items for their homes. They were further propelled into the limelight through viral TikTok videos featuring celebrities like Lady Gaga and Kim Kardashian. Today, there are over 1,000 different versions of Squishmallows. In 2022, Jazwares' parent company, Alleghany, was acquired by the investment firm of US billionaire Warren Buffett. The proliferation of similar velvety squashy toys continues, with many variants readily available. Jazwares has previously filed a case against Chinese online retailer Alibaba for allegedly selling counterfeit Squishmallows. Jazwares' lawyer, Moez Kaba, stated that imitation is not the sincerest form of flattery when it comes to intellectual property rights. Build-A-Bear, which launched its Skoosherz range in anticipation of Valentine's Day, has not yet responded to a request for comment.