In the ever-huggable world of plush toys, things just got a little… litigious. In April 2025, Build-A-Bear Workshop filed a lawsuit against Kelly Toys, the makers of the wildly popular Squishmallows. Yes, this is real. And yes, it’s fluff vs. fluff in court.
What’s at stake? A cuddly creation Build-A-Bear launched in 2024 called the “Skoosherz” — a line of ultra-soft, squishy plush toys that, let’s be honest, look suspiciously like they rolled straight out of a Squishmallows dreamscape. Build-A-Bear even marketed them as “the squishiest plush we’ve ever made.” A bold claim. A dangerous one, apparently.
Kelly Toys didn’t exactly cuddle up to that. According to the lawsuit, filed in California, Squishmallows’ creators claim Build-A-Bear’s new line is not just *inspired* by their product — it’s a copy-paste snuggle crime. They allege trade dress infringement, meaning Build-A-Bear’s Skoosherz are visually similar enough to confuse customers.
And honestly… they might have a point. Rounded shapes, pastel palettes, kawaii-style faces — it’s plushy dĂ©jĂ vu. The court will now decide whether it’s just a case of soft coincidence or a fluffy imitation gone too far.
This case is a strange but strangely fitting reminder that in the billion-dollar world of toys, even the cutest creatures can have claws.