In the short time since its launch, the toy line has garnered praise from both fans and industry, winning various accolades including national parenting awards and toy-of-the-year prizes. Super soft and marshmallow-like (hence the name), the brand has branched out into mini Squishmallow toys, playsets and larger, extremely huggable friends that are sure to become cosy bedtime companions. This irresistibly soft toy is designed with a squeezable marshmallow like texture and is perfect for cuddles. Squishmallows' popularity is such that some rarer characters have become highly sought-after collectables.

But rest assured – much of the Squishmallows collection is available at Selfridges and ready to come home with you.Since then, Squishmallows plush toys have become a global phenomenon and include more than 1,000 characters with their own unique names and storylines. Years ago, Squishmallows founder Jonathan Kelly had a eureka moment during a trip to Japan and decided to create a kawaii collection of toys.

Take your pick from brightly-hued forest animals to pastel-coloured fantasy characters in all shapes and sizes. Loveable, comforting and colourful, kids and collectors alike will adore the joyful world of Squishmallows toys.