by Mark Cardwell

Toys mean the world to Herb Mitschele. A father of four young daughters and a toy industry expert who has worked for such iconic companies as Mattel and Playmates Toys, he's spent the past two decades helping make and market objects that educate and entertain kids of all ages.

As executive vice president with Jazwares, the Florida-based company that makes Squishmallows, Mitschele now leads a team that is tasked with expanding the global reach of the world's best-selling toy. "I've never been involved with anything like this, it's a oncein- a-career thing," he says. "Toy brands come and go. But Squishmallows are here to stay."

Launched in 2017 by Kellytoy, an American toymaker acquired by Jazwares, Squishmallows are plush toys that range from 5 to 61 centimetres (2 to 24 inches).

Made with super-soft fabrics and stuffed with squishy proprietary materials, the colourful plush toys sport cartoon faces of whimsical personalities like Cam the Cat, or licensed movie favourites such as Dumbo and Buzz Lightyear.

There are now more than 2,000 styles, each with a unique personality and design. More than 100 million Squishmallows have been sold in more than 55 countries, earning the plush toy a variety of international industry awards, including Top-Selling Toy of the Year.