Toy giant Squishmallows is suing Build-A-Bear over allegations of copyright infringement.
Squishmallows’ creator, Jazwares, has initiated a lawsuit in California.
It accuses Build-A-Bear Workshop of creating a product named Skoosherz that closely mimics its own uniquely egg-shaped, cushion-like animal characters.
Build-A-Bear Workshop has launched its own its lawsuit in Missouri.
The company defends its Skoosherz line as an independent iteration within the increasingly popular niche of squeezable plush toys.
Build-A-Bear argues that its dinner plate-sized huggable creations are distinct and merely part of a broader trend in the toy industry.
Jazwares, however, claims Skoosherz is a direct copy of Squishmallows.
“When it comes to intellectual property rights, imitation is not the sincerest form of flattery”Â
The firm points out similarities in their animal shapes, the use of Kawaii-inspired simplistic faces, and their soft, velour-like fabric.
Kawaii, a concept rooted in Japanese culture, emphasizes cuteness and has largely influenced the design aesthetics of Squishmallows since its launch in 2017.
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Squishmallows gained immense popularity, especially during the pandemic, as consumers sought comfort in adorable, soft items for their homes.
Their appeal was amplified through viral TikTok campaigns and celebrity endorsements such as Lady Gaga and Kim Kardashian.
It led to a diverse collection of over 1,000 Squishmallow characters.
Jazwares previously started legal action against Alibaba for selling counterfeit versions of their products.
Jazwares’ lawyer, Moez Kaba, said: “When it comes to intellectual property rights, imitation is not the sincerest form of flattery.”
As Build-A-Bear launched the Skoosherz range ahead of Valentine’s Day, aiming to capitalize on the soft toy market’s growth, the company has yet to respond to the allegations.
