Although Squishmallows already had a functional website, it was outdated, overly simple, and failed to reflect the vibrancy and personality of the brand. The site offered limited information for collectors despite the fact that collecting was a key part of Squishmallows’ community culture and lacked features to engage its loyal audience. With thousands of products in circulation and rising demand, customers often struggled to find the information they wanted.
We redesigned Squishmallows.com from the ground up to create an immersive, brand-aligned shopping experience. A major addition was the Collector’s Guide, a comprehensive resource for fans to explore, track, and learn about Squishmallows characters. We also introduced capabilities for interactive brand activations such as voting polls, reviews, and special event tie-ins and built the site to handle large-scale content updates with ease. The new design was visually aligned with the brand’s playful identity while providing a robust, conversion-focused eCommerce experience.
Following the redesign, Squishmallows’ DTC sales increased by over 300%, and the site evolved into a multi-functional brand hub. Customers now had access to the Collector’s Guide, could participate in interactive polls, leave product reviews, and engage with ongoing brand activations. The success of the redesign ultimately led to the site being merged into the parent company’s (Jazwares) broader DTC ecosystem, ensuring the platform could continue to grow alongside the brand’s massive popularity.
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