Squishmallows, the popular brand of plush toys created by Kellytoy and now owned by Jazwares, has found itself at the centre of a contentious debate due to the Israel-Hamas conflict in 2023. The controversy primarily stems from public statements made by CEO Judd Zebersky, who openly expressed support for Israel’s right to defend itself against Hamas, which he labelled as a terrorist organisation responsible for brutal attacks.
These actions and statements have led to significant social media backlash, including widespread boycott campaigns with hashtags like #BoycottSquishmallows and #StandWithPalestine, particularly on platforms such as TikTok, Instagram, and Reddit. Activists accuse the company of endorsing “violent Zionism” and urge consumers to boycott the brand for its perceived complicity in supporting Israeli military efforts.
Moreover, Jazwares has reinforced its ties to Israel through charitable contributions to Israeli humanitarian organisations such as Brothers for Life, Magen David Adom, and United Hatzalah, all of which provide critical support to Israeli soldiers and civilians affected by the conflict.
The company has also committed to fighting antisemitism by signing the Anti-Defamation League’s Workplace Pledge. These gestures have further polarised public opinion, positioning Squishmallows within a larger geopolitical context that blends business, humanitarian aid, and political advocacy.
Despite facing boycott pressures, Jazwares continues to innovate and expand its product lines, introducing new collections like the SquishPillows bedding set and a trading card series.
The company also ventures into new markets through collaborations with major entertainment brands like Netflix’s Stranger Things, demonstrating its commercial momentum amidst the political controversies.
Support for Israel amid conflict
Zebersky disclosed collaborations and contributions to Israeli humanitarian groups, such as
A charitable organization called Brothers for Life helps injured Israeli soldiers.
Israel’s emergency medical and blood services are provided by Magen David Adom.
An emergency medical service run by volunteers is called United Hatzalah of Israel.
Some interns are studying at Reichman University.
Jazwares also demonstrated its opposition to terrorism and bigotry by signing the Anti-Defamation League’s Workplace Pledge to Fight Antisemitism.
Squishmallow CEO’s public support for Israel
In 2023 and 2024, Jed Zeburski, CEO of Jazwares which owns Squishmallows, publicly expressed support for Israel amid the Israel-Hamas conflict. His statements have fueled social media campaigns accusing Squishmallow of endorsing “violent Zionism.”
This corporate backing, or perceived backing, has intensified calls for boycotts against the brand, especially among pro-Palestinian activists. The CEO’s involvement with initiatives like The Brothers for Life, a group supporting wounded Israeli soldiers, has added to the controversy, further polarizing public opinion about the brand.
Boycott campaign
Online outrage and boycott calls for Squishmallows erupted after these remarks. On social media, several people accused the corporation of endorsing “violent Zionism” and connected its backing to more general political disputes.
Messages and hashtags on boycotting that could be spotted on social media platforms such as TikTok and Twitter (now X) claimed the words and donations of the CEO of Jazwares to be in support of Israel in an exploitative war.
The consequences of holding all Israelis or Jews in the world responsible for committing war crimes were debated by the Reddit members and other forums, which gave the picture even more than a delicate and nuanced picture.
Israel’s favor in the toy industry does not end at Jazwares. Many corporations and organizations have joined hands to provide relief supplies and sympathize with the Israeli citizens affected by the violence.
The Toy Foundation, a well-known charitable organization within the business, has been going out of its way in searching for donations to assist Israeli families and children. Some other businesses, including Just Play, WowWee, and PMI Kids’ World, have also released statements denouncing violence and endorsing humanitarian initiatives in Israel.
Social media-driven boycotts and consumer activism
Since late 2023, social media platforms such as TikTok, Instagram, and Reddit have seen a surge in user-generated boycott campaigns targeting Squishmallows.
Hashtags like #BoycottSquishmallows and #StandWithPalestine have trended, with users calling on consumers to avoid the brand due to its CEO’s political stance and company affiliations.
These grassroots movements have emphasized ethical consumerism, urging buyers to reject products linked to companies seen as complicit in perpetuating Israeli military actions. This organic activism represents a new wave in consumer power influencing brand reputations.
Industry and community responses
The toy industry has distinct reactions to the conflict. While some companies and industry groups have mobilized to provide aid and support for affected children in Israel, others have faced backlash for perceived political stances.
Jazwares and Squishmallows have not released detailed corporate positions addressing the boycott accusations, instead focusing on business operations and charitable initiatives like The Toy Foundation’s efforts to aid displaced children globally.
This mixed approach reflects the challenges brands face balancing business, politics, and humanitarian concerns under intense public scrutiny.
New inventions of Squishmallow
With additional product lines like the recently released SquishPillows bedding line for youngsters, which is intended to improve sleep comfort, Jazwares is continuing to grow the Squishmallows brand.
To increase fan interaction and collectible fervor, they also released the first-ever Squishmallows Trading Card Collection in collaboration with Panini, which includes more than 170 collectible cards, including limited edition and Golden Mallow Cards.
Despite the strife, Jazwares continues to support Israel. Through the company’s internship program with Reichman University, CEO Judd Zebersky has reaffirmed the company’s ties to Israel, pointing out that two of the recent interns were sent to battle right away and that half of them were called back to serve in the Israel Defense Forces.
The business keeps up its support by giving to Israeli groups, including Magen David Adom, United Hatzalah, Brothers for Life, and Reichman University. Additionally, Jazwares joined the Workplace Pledge to Fight Antisemitism from the Anti-Defamation League.
What is the target of Squishmallow?
Recently, Jazwares introduced BLDR, an intriguing new toy construction brand targeted at collectors and children ages 8 and up. Buildable playsets, action figures, and minifigures from this cutting-edge collection blend classic construction components with rounded, soft pieces to produce a distinctive tactile experience.
Popular licensed brands like Squishmallows, Hello Kitty, Friends®, Adopt Me! from the Roblox universe, and incredibly realistic figures from Crunchyroll’s popular anime series Chainsaw Man and Jujutsu Kaisen are also included in the first BLDR collections.
With costs ranging from reasonably priced tiny sets to more complex playsets that are offered at big retailers like Target and Amazon, these sets are made to encourage both creative building and play.
Jazwares has extended its collaboration with Netflix beyond BLDR by revealing a full range of new products inspired by the hugely successful television show Stranger Things.
The company is now providing a wide selection of items, including articulated action figures, realistic playsets, toy vehicles, and even costumes for fans of all ages, building on the popularity of their previous Squishmallows x Stranger Things plush collection.
This debut marks the first global master licensing arrangement between Netflix and the property, and it comes alongside the highly anticipated fifth and final season of Stranger Things as well as a forthcoming animated spinoff. The goal of this extended collection is to pique the interest of both new and devoted customers.
What is the future of Squishmallow?
Jazwares is also preparing itself to opt for expansion in the future through a strategic alliance, which was recently announced but is expected to come to life in the year 2026.
Having trouble with the details, this alliance holds the potential of utilizing the strengths of the two business entities in developing new toy collections and products, as well as collectibles that will be marketable to a wide spectrum of consumers.
This move would underpin Jazwares’s continued presence in the ruthless toy business by proving that the company is still committed to the diversification of its business via creative partnerships and licensing content.
Along with all such high-profile initiatives, Jazwares maintains and continues to add to its large assortment of licensed goods. The company is founded on recognized ideas, such as Fortnite, Roblox, BLACKPINK, and Marvel Comics superheroes, developing toys and collectibles.
To cover a broader scope of customers, they have also entered the costume and accessory business, creating superhero outfits and partnering with chains like Kroger to provide superhero outfits and themed apparel.
Such ongoing activities demonstrate the flexibility of Jazwares and the ability to communicate with the fans across different entertainment and lifestyle scopes.
End up
As evidenced by both recorded words and actions, the company behind the production of Squishmallows (Jazwares) has declared that it stands firmly on the side of Israel in the 2023 battle with Hamas.
This covers monetary donations as well as charitable relief to the Israeli people, which also entails direct contributions by the CEO, Judd Zebersky, and coverage of Israeli interns in the army.
These activities have resulted in a massive backlash in their fightback through boycotts by some organizations that do not abide by the policies of Israel.
What Jazwares has done, however, is consistent with a broader trend in the toy industry, with other companies expressing their support of Israel and donating to causes.
As seen in the case, business, politics, and international conflict are closely connected, especially to multinational corporations, which have a variety of stakeholders.
