How a billion-dollar toy brand is turning customer loyalty into a bigger business, and why KLIXO believes the same marketing principles can help small businesses grow.
Sometimes the biggest marketing opportunities come from turning a product people love into something much bigger.
Squishmallows, the popular plush toy brand owned by Jazwares, is preparing for its next major move: a feature film with Amazon MGM Studios. As reported by The Drum, the brand is looking to build on the kind of cultural and commercial success Mattel achieved with the 2023 Barbie movie, which generated more than $1.4 billion at the global box office.
But the real story isn't just about making a movie. It's about understanding what customers love and finding new ways to build on that connection.
Don't Just Sell a Product. Build a Brand.
Squishmallows has developed thousands of characters, built a dedicated fan base, and expanded into categories including fashion, beauty, and home products. Its upcoming movie could introduce the brand to new audiences while creating opportunities for merchandise, partnerships, and additional experiences.
The lesson for smaller businesses is straightforward: your product or service is only part of the opportunity. The way customers feel about your business can be just as important.
A neighborhood restaurant can become a community gathering place. A local clothing store can build a following around its style and personality. A home services company can become the name people trust and recommend to their neighbors.
That kind of loyalty doesn't happen by accident. It starts with understanding your audience and giving people a reason to choose you over the competition.
You Don't Need a Hollywood Budget to Market Smarter
Squishmallows has resources most small businesses can only imagine. But its underlying strategy, understanding customers, building relationships, and finding new opportunities, applies at any scale.
This is where KLIXO comes in.
We help small businesses understand their markets, analyze competitors, identify opportunities, and make better decisions about where to spend their marketing dollars.
Consider a local hamburger restaurant: a careful look at its marketing might reveal recurring costs that aren't bringing in diners, and overlooked chances to reach customers nearby.
The goal isn't simply to spend less. It's to make smarter decisions that supported business growth.
The KLIXO Takeaway
The next big marketing opportunity might be a creative partnership, a stronger local presence, a better customer experience, or a message that finally connects with the right audience.
You don't need to imitate Barbie or Squishmallows. You need to understand what makes your own business valuable and how to communicate that value effectively.
Big brands build empires by understanding their customers. Small businesses can grow by doing the same thing, with a strategy that fits their budget.
Get Your KLIXO Market Report
Find out what your competitors are doing, where your business has room to grow, and how your marketing dollars could work harder.
Request your Market Report or explore our services and start building a smarter marketing strategy.