Jazwares just became the official plush licensee for the 2026 FIFA World Cup. The first wave of World Cup mascot Squishmallows drops in April 2026. Full collection follows in June. Before the opening game on June 11.
The World Cup returns to U.S. soil for the first time since 1994. United States, Mexico, and Canada. First time three nations have co-hosted. Squishmallows already has a rabid collector base and a proven secondary market. When you add FIFA licensing and limited runs to that mix, you get something worth watching.
What's Dropping
The first wave launches in April 2026. Three 8-inch mascot Squishmallows. Clutch the Bald Eagle for Team USA. Maple the Moose for Canada. Zayu the Jaguar for Mexico. Available for pre-order now. Ships April.
The full World Cup Squishmallows collection follows in June 2026. Exact piece count hasn't been announced yet. But the timing is deliberate. Launch before the tournament kicks off. Ride the wave of World Cup hype through July.
Squishmallows has been one of the biggest plush brands in the world for years. Over 3,000 unique designs. More than 400 million units sold since launch. The brand has proven it can turn limited releases into secondary market gold.
Add the World Cup to that formula and you get a different kind of demand. Soccer is the world's biggest sport. The World Cup is the biggest event in soccer. And this one is happening across three North American nations for the first time ever.
The Timing Matters
The 2026 World Cup runs from June 11 to July 19. Sixteen host cities across three countries. 48 teams for the first time in tournament history. The U.S. hasn't hosted since 1994. And the collectibles market knows it.
We already covered how soccer cards are about to explode heading into the tournament. Topps, Panini, and Upper Deck all have World Cup products locked and loaded. Trading cards aren't the only collectible getting the World Cup treatment.
The mascot Squishmallows launching in April means collectors get first crack at retail prices two months before kickoff. Once the tournament starts and the hype builds, those prices change. Limited-edition Squishmallows always move fast. Limited-edition Squishmallows tied to the biggest sporting event on the planet will move faster.
The Secondary Market Track Record
Squishmallows isn't new to this. Limited releases already command multiples on the secondary market. Rare editions sell for $100 to $500 depending on character and availability. Special collaborations and event exclusives regularly double or triple in value once they sell out.
The brand has a built-in collector base that understands the game. Buy at retail. Hold if it's limited. Flip when supply dries up. It's not complicated. And it works.
The World Cup adds a layer most Squishmallows releases don't have. Global event. Time-limited relevance. Built-in demand from soccer fans who might not even collect plush. That crossover audience is what drives secondary prices.
What Else Is Launching
Jazwares also announced Easter 2026 Squishmallows with new designs. Those drop before the World Cup mascots. Standard seasonal release. Easter Squishmallows have always sold well, but they're not World Cup Squishmallows.
The World Cup collection is the headline here. FIFA licensing doesn't happen every day. And when it does, it moves product. Especially in a year when the tournament is happening across three North American countries.
Why Plush Collectors Should Care
Squishmallows is already one of the three brands leading the "kidult" plush market. Jellycat and Pop Mart's Labubu are the other two. But Squishmallows has scale. 8,000 retailers. Global distribution. A secondary market that's been active for years.
Jazwares doesn't release production numbers. But limited-edition Squishmallows tied to major events have historically had short shelf lives. Valentine's Day pieces sold out months before the holiday. Halloween drops disappear fast. World Cup is a bigger event than either of those.
If you collect plush, this is a brand you're already tracking. If you collect World Cup memorabilia, this is a new category to consider. If you're looking for a low-risk, high-upside secondary market play, a $20 plush with FIFA licensing and limited availability checks the boxes.
The Collector Takeaway
The 2026 World Cup is 76 days away. The mascot Squishmallows drop in April. Full collection in June. FIFA mascots. Official licensing. A plush brand with a proven secondary market and a collector base that already knows how this works.
The three 8-inch mascots are available for pre-order now. At retail, the buy-in is low. Standard Squishmallows pricing. The risk is a stuffed soccer mascot on your shelf. The upside is a sold-out World Cup collectible that doubles or triples once the tournament ends and supply dries up.
Plush collectors know Squishmallows moves. Soccer collectors know World Cup memorabilia appreciates. The Venn diagram of those two groups is small but motivated. And that's where secondary markets get interesting.
