# Squishville

**Type:** Animated series  
**Parent IP:** Squishmallows (Jazwares)  
**Production:** Moonbug Entertainment  
**Distribution:** YouTube, Amazon Prime Video  
**Status:** Inactive (no Season 2 since 2021)  

## Overview

Squishville is an animated series based on the Squishmallows toy IP, produced by Moonbug Entertainment. The series launched in June 2021 with new episodes every Saturday through October 2021, available on YouTube and Amazon Prime Video.

## Timeline

- **2021-06** — Series launches with weekly Saturday episodes
- **2021-10** — Season 1 concludes
- **2021-12** — Jazwares signs with CAA to represent Squishmallows in film, TV, video games, publishing, and live touring
- **2022-2026** — No Season 2 produced despite IMDb listing showing series as ongoing (2021– )
- **2025-2026** — Squishmallows pivots to licensing crossover strategy (Stranger Things, Harry Potter, Pokémon, Poppy Playtime, KPop Demon Hunters) rather than original narrative content

## Strategic Context

Squishville represents Jazwares' attempt to build narrative content infrastructure for the Squishmallows IP (Path 3 strategy). The series' quiet discontinuation after one season, combined with the lack of any other narrative content output from the 2021 CAA deal, suggests the strategy pivoted from original entertainment franchise building to licensing the IP as a blank canvas for other franchises' narratives (Path 4 strategy).

The HBR case study published in 2022 framed Squishmallows as a 'lifestyle brand' rather than an 'entertainment franchise,' signaling the internal strategic pivot had already occurred before any major narrative content was produced.