Squishmallows and the Jazwares Story Behind Judd Zebersky
When Squishmallows became one of the bestselling toy lines in the world, the story behind the brand traced back to a former attorney named Judd Zebersky who had spent the late 1990s learning toy manufacturing in Chinese factories. Judd Zebersky founded Jazwares and served as its CEO for nearly three decades, guiding the company through a series of strategic acquisitions that eventually landed one of the decade’s defining plush toy brands in its portfolio.
Zebersky earned a JD from the University of Miami School of Law and launched a law firm before deciding consumer products were where he wanted to build his career. “I looked at my wife, and I said, ‘I want to make toys,'” he has said. “She said, ‘Follow your dreams,’ and that’s what I did.”
Manufacturing Knowledge as a Competitive Edge
The decision to learn manufacturing firsthand gave Zebersky an unusual perspective among toy company founders. In 1997 he traveled to southern China and spent months inside factories, developing technical fluency across injection molding, blow molding, rotocasting, and hair rooting processes. He studied design and engineering specifications at the source, knowledge he drew on when building Jazwares’ own operational practices.
The company built its early catalog through licensed entertainment partnerships, securing rights to popular properties including Minecraft, Sonic the Hedgehog, and Fortnite. The acquisition of Kellytoy in 2020 added Squishmallows, a brand of soft plush characters with distinct identities and backstories.
Viral Growth and Industry Recognition
Squishmallows exploded on TikTok and caught the attention of celebrity collectors including Lady Gaga and Kim Kardashian. More than 100 million units sold in a single year, with prices typically between $5 and $30. The cultural moment helped place Jazwares on TIME’s Most Influential Companies list and earned the company recognition from Fast Company and Fortune.
Alleghany Capital Corporation took an initial stake in Jazwares in 2014, followed by a majority position in 2016. Berkshire Hathaway inherited that position through its 2022 acquisition of Alleghany. Judd Zebersky stepped down as CEO on March 20, 2026. David Neustein, who served as COO for 14 years, assumed the role on March 23, 2026.
Judd Zebersky also received the South Florida Business Journal’s Ultimate CEOs designation in 2024, and Jazwares was recognized as one of Fortune’s Best Workplaces in Manufacturing and Production. See This Article for more information.
More about Judd Zebersky on https://jazwares.uk/about-us/leadership