For today’s biggest children’s brands, the fun doesn’t begin when the presents are opened.
Increasingly, beloved characters are becoming part of childhood’s biggest milestones long before the party even starts. From birthday decorations and themed treats to personalized invitations and thank-you cards, children’s entertainment has expanded well beyond playtime, becoming part of the celebrations families remember most.
The latest example comes from Jazwares and Punchbowl, who have partnered to launch a brand-new collection of Squishmallows digital invitations and greeting cards designed to bring the world’s favorite plush companions to birthdays and other special occasions.
The new collection features a variety of invitation designs inspired by fan-favorite Squishmallows characters, allowing families to personalize invitations with custom colors, fonts, photos and party details before instantly sharing them with guests through text or email. Matching digital thank-you cards will also be available, helping carry the celebration from the first invitation all the way through the final thank you.
The collaboration also reflects how children’s entertainment continues evolving beyond toys and television. As brands become trusted companions throughout childhood, they are increasingly finding ways to become part of life’s biggest moments—from the first day of school and family vacations to holiday traditions, birthdays and everything in between.
For Squishmallows, that expansion feels like a natural fit. What began as a collectible plush phenomenon has grown into one of today’s most recognizable children’s brands, spanning books, apparel, games, accessories and a growing collection of lifestyle products that allow fans to celebrate their favorite characters wherever life takes them.
Birthdays, in particular, have become an increasingly important part of that journey. Rather than simply decorating the party, beloved children’s brands are now helping create the excitement leading up to the celebration itself, turning invitations into the very first chapter of the birthday experience.
As children’s entertainment continues weaving itself into everyday family life, collaborations like this demonstrate that today’s most successful brands aren’t just part of playtime anymore—they’re becoming part of childhood’s biggest memories.
The new Squishmallows digital invitation and thank-you card collection is available now through Punchbowl.