Very light on the pocket, SqwishLanders are toy collectibles that are popularly bought at vending machines. Developed by Scottsdale-based toymaker SqwishLand LLC, these small rubber critters are encapsulated with a code that kids can enter in the online game, SqwishLand.com where SqwishLanders come to life.
“The vending-machine industry is an antique business model—you put a quarter in a machine and crank something out. With our website, we’ve added 21st century technology,”
Since their launch in 2006, SqwishLand LLC has sold about 100 million SqwishLanders. In the online game, kids can register for free to play minigames, join the community activities, earn SqwishLand XP points and level up with their SqwishLand pets. It currently has close to 700,000 active users since its launch a year ago.
SqwishLanders have become more than just vending toys. SqwishLand LLC also developed toys based on the popular collectible toy craze—from SqwishLand art kits, toy bracelets, to iPhone apps and the much-awaited Android app. The company is also holding a SqwishLand design contest, the DIY SqwishLand Talent Search, where they are on a hunt for the next SqwishLand toy collectible design made by SqwishLand fans.
It’s not only the SqwishLanders in capsules that are creating a buzz in the toy industry. Recently, Dr. Toy, the world’s first website that offers professional guidance on the best in toys and educational products, awarded two SqwishLand toys. The DIY SqwishLand art kit and Soft ‘n Squishy Bracelets were given the Dr. Toy’s Best Vacation Children’s Product for 2011 title.
The original SqwishLander toys in capsules have also received a couple of awards including the Top Fun Award by Tillywig Toy Awards Program, Media Of The Year Award by Creative Child Magazine’s 2011, and 2011’s Most Innovative Toy Award by the 10th Annual Philippine TOYCON 2011.
The craze that started in the United States has now made its way to toy markets in North America, and recently in Australia, Philippines, and China. A Europe SqwishLand invasion is also in the works.
“We see it as very expandable,”
What’s in store for SqwishLand? Warring added that they’re hoping to bring in an outside investor to help continue growing their brand within the next year. He also envisions SqwishLand play centers and even a television show in the near future.
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SqwishLand LLC, the developer of SqwishLand toys and the online game, SqwishLand.com. Distributes over 500 soft 'n squishy collectibles and other toys based on the virtual world.