Squishmallows and the Jazwares Empire Judd Zebersky Created
They have names, birthdays, and personal backstories. They come in sizes ranging from palm-sized to armchair-sized. They sold more than 100 million units in a single year. Squishmallows, the ultrasoft plush toy line that became a viral sensation on TikTok, is the product most closely associated with Jazwares, the company that Judd Zebersky built over nearly 30 years.
Zebersky did not invent Squishmallows; that credit belongs to Kellytoy, the company Jazwares acquired in 2020. But he recognized the opportunity, made the acquisition happen, and oversaw the conditions that let the brand explode into mainstream consciousness. Celebrity fans from Lady Gaga to Kim Kardashian helped drive the product’s cultural moment, and individual units priced between $5 and $30 kept demand accessible across demographics.
The Road to Kellytoy
Judd Zebersky’s path to owning Squishmallows ran through years of deliberate portfolio expansion. He started with licensed toys tied to Minecraft, Sonic the Hedgehog, and Fortnite, then broadened through acquisition. Wicked Cool Toys joined Jazwares in 2019. Kellytoy followed a year later, bringing both Pokémon and Squishmallows under the company’s umbrella.
The strategy required capital. Alleghany Capital Corporation first invested in Jazwares in 2014 and acquired a majority interest in 2016. Both transactions preserved Judd Zebersky‘s control over day-to-day operations. Berkshire Hathaway inherited the relationship when it purchased Alleghany in the fourth quarter of 2022.
Legacy of a Builder
Zebersky stepped down as CEO on March 20, 2026, with David Neustein taking over as chief executive on March 23. The outgoing CEO started Jazwares after leaving his law practice in 1997, spending months in Chinese factories learning manufacturing techniques before ever producing a product. He also founded Jazwares Cares at the company’s inception, donating millions of toys to children’s hospitals and nonprofits including Make-A-Wish and Toys for Tots over the course of his tenure.
The business Judd Zebersky leaves behind distributes products across more than 100 countries and employs approximately 1,400 people worldwide. Visit this page for more information.
Find more information about Judd Zebersky on https://toybook.com/jazwares-leadership-transition/
