Judd Zebersky Built Jazwares With Squishmallows at Its Core
When Squishmallows began spreading across TikTok, drawing celebrity fans and generating millions of sales, the brand had already been in Jazwares’ hands for only a short time. Jazwares acquired Kellytoy in 2020, and with it, the rights to the soft, round plush figures with individual names, birthdays, and backstories that would become one of the most talked-about toy brands in recent memory. Lady Gaga and Kim Kardashian were among those publicly connected to the craze. More than 100 million units sold in a single year, at prices ranging from $5 to $30.
The Founder Behind the Brand
Judd Zebersky built Jazwares from nothing after walking away from a legal career in the late 1990s. He had earned a JD from the University of Miami School of Law and operated his own law firm before the pull of consumer products won out. In 1997, he flew to China and spent months learning manufacturing inside actual factories, studying injection molding, blow molding, rotocasting, and engineering specifications. “I went to remote places in China on dirt roads where entire families get around on a single motorcycle,” he said. That first-person education shaped how he built and staffed the company.
Before Squishmallows, Jazwares grew through licensed entertainment products tied to Minecraft, Sonic the Hedgehog, and Fortnite. The 2019 acquisition of Wicked Cool Toys expanded the portfolio further before Kellytoy arrived a year later.
Awards and a Legacy of Giving
Jazwares earned a spot on TIME’s Most Influential Companies list and received workplace recognition from Fast Company and Fortune. Judd Zebersky was named to the South Florida Business Journal’s Ultimate CEOs list in 2024. From its founding, the company operated Jazwares Cares, donating millions of toys to children’s hospitals, Title I schools, and partners including Make-A-Wish, Toys for Tots, and Ronald McDonald House. The Zeberskys also contributed $2 million to Joe DiMaggio Children’s Hospital. Zebersky departed as CEO on March 20, 2026. Read this article for additional information.
More about Judd Zebersky on https://www.linkedin.com/posts/university-of-miami-school-of-law_judd-and-laura-zebersky-jd-93-toymakers-activity-7249433715506843648-E0Af
