After 20+ years in the toy industry helping other people’s brands grow around the world, I never thought I’d be the one creating my own. But then I stumbled onto an idea I couldn’t stop thinking about… and it made me laugh out loud.

It had everything I love in a toy: collectibility, tactile play, and instant humor. The hook? An irresistibly cute animal character… with a squishy tush. Simple. Silly. On-trend. And the kind of concept you “get” the second you see it.

From that spark came Squishy Tushy Toys - a whole cast of quirky animal friends, each with their own personality, rare and ultra-rare versions, and a cheeky “peek-a-tush” packaging reveal. I even built them their own short-form animated series, Squishy Tushy Tales, so the characters could live and play beyond the toy aisle.