Squishmallows’ Human Claw Goes Viral at VidCon

June 23, 2022

After a two-year hiatus, VidCon made its long-awaited return this June – bringing a community of 50,000 fans, creators, and industry professionals under one roof. From Spotify’s “audio tarot” station to YouTube’s “drive-thru,” dozens of the world’s most trending brands battled for attendees’ attention with out-of-the-box experiences.

Out of over 100 activations, plush toy manufacturer Squishmallows took the cake with its “human claw machine,” allowing attendees to experience an arcade classic like never before. Sponsored by parent company Jazwares and made possible by Freeman, the colorful activation gave attendees the unique opportunity to dive into a giant plush pool of Squishmallows. After harnessing in, attendees were allotted 20 seconds to grab as many characters as they could. Despite this time limit, many waited up to four hours in line to try the experience for themselves. Adding to the thrill factor, the giant pit was sprinkled with rare and unreleased characters like Jack the Cat, valued at up to $700.

Not only did the activation successfully draw in attendees, but it also made a massive impression online. Influencers like @CringeCarter and @Kaleigtv documented their experiences with the claw, resulting in millions of impressions on TikTok alone. Beyond social media, the brand has also secured media coverage on top sites like Yahoo, Vulture, Rolling Stone, BuzzFeed and NBC.

“With VidCon being the biggest gathering for content creators and Squishmallows having such a monumental global presence on so many social media platforms, this is the perfect opportunity for fans and influencers to experience the brand in a unique, larger-than-life way,” said Betsy Burkett, Vice President of Marketing at Jazwares.

About Freeman

Freeman is the leading global partner for integrated experiential marketing solutions for live engagements including expositions, conventions, corporate events and exhibits. From its five offices in the U.K. and 70 offices in North America, Freeman produces more than 4,300 expositions annually and 11,000 other events worldwide.

About Squishmallows

Suishmallows plush toys are here to fill your hearts with love and affection. Since 2017, the versatile Squishmallows have grown into an international phenomenon and offer comfort, support and warmth as friends, couch companions, bedtime buddies and travel teammates. With more than 1,000 Squishmallows characters to collect, young fans can aspire to be like their favorite characters. Each Squishmallows has its own unique name and storyline to add to the fun.

About Jazwares

Jazwares, a subsidiary of Alleghany Capital Corporation, is a leading global toy company, recently expanding into the costumes and pets category. Jazwares’ portfolio includes a variety of dynamic licensed and wholly owned brands. The Jazwares Game Studio further expands play opportunities for kids within the Metaverse. Jazwares celebrates 25 years of innovative play with expertise in design, development, and manufacturing. An award-winning company with a progressive focus on identifying new trends, Jazwares then transforms them into high-quality products for consumers of all ages.

About VidCon

VidCon is where the world’s leading digital creators, platform innovators, and their fans converge in one place. It’s the magic of digital media in real life! Fans make new friends, creators expand their reach, and groundbreaking industry exchanges happen here. VidCon is a destination for all who dwell in the community of digital creators.

About Giant Human Claw Machine

Be the claw in a giant version of the classic arcade game. Guests will be lifted into the air on a crane-like device as they are dipped into a pit full of tempting prizes. Branding and customization is available.

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