Review: Squishmallows Now Makes Pillows—And They're Every Bit as Comfy as You'd Expect

Name: The Bottom Line: Is It Worth It?
Brand: jazwares
Price: 30 USD

Can mattresses be next?

Author image: Candace Davison, PureWow executive editor

By Candace Davison

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Published Jun 23, 2025

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jazwares

It's no secret that Squishmallows are a Gen Z (and Alpha) obsession, both for their collectability and their ultra-snuggly polyfill. They have a sinkable plushness that's not quite as rigid as memory foam but holds its shape a bit better than, say, straight cotton filling.

It's no wonder, then, that when I went to the 2025 Toy Fair in New York City, people of all ages gawked at the brand's larger-than-life Pikachu Squishmallow, commenting they wished they could turn it into a bed. Well, Squishmallow hasn't released mattresses yet, but they are hearing fans' requests—its parent company, Jazwares, has said many people admit to sleeping on their Squishmallows—and as of June 22nd, they're officially expanding into standard and king-size pillows.

I got to try out an early sample, and over the course of three weeks, tested it firsthand and had my six-year-old daughter sleep on it. The verdict? It's every bit as comfy, cozy and supportive (and, yes, squishy) as the stuffed characters themselves.

original photo of the all-white squishmallow at home

original photo: candace davison

The SquishPillow, Reviewed

jazwares

Right now, the SquishPillow is a Target exclusive, and from a distance, it looks like any other pillow (albeit a super plump, plush one—not the $5 discount bin kind). But, as soon as you get your hands on it, you'll recognize that signature Squishmallow feel.

While it's listed as a firm pillow (with a note that the firmness level is adjustable), it's definitely not as dense as, say, gel or solid-block memory foam pillows. There's that sinkable, cradling feeling that you'd expect from a polyester fill cushion, which I'd say falls more on the medium-firm end of the spectrum. As a back and side sleeper, it was just firm enough to support my head without making my ear hurt halfway through the night (as down-filled pillows and similarly ultra-firm styles can).

"It's squishy and comfy—I just want to hug it all the time," my daughter agreed.

showing the squish factor of the squishpillow

original photo: candace davison

jazwares

Each pillow comes with a solid white pillowcase that features the same velvety texture as a Squishmallow stuffy, giving you the full Squish experience. Later this year, the brand says it will be releasing other pillowcase designs that you can buy separately.

You'll have to take some extra care to maintain its squishy status; Jazwares recommends spot-cleaning the pillow itself, and washing the pillowcase in cold water, drying it on tumble dry low. Three weeks in, the pillow hasn't shown any signs of flattening or wear (but, honestly, three weeks isn't a super long time—I'll update you in six months).

jazwares/target

The Bottom Line: Is It Worth It?

jazwares

If you're looking to upgrade your pillows, the SquishPillow is an unexpected hit for any age. There's nothing childish about it, particularly with the classic white pillowcase, and the construction holds its own against similarly priced pillows—and ones double and triple the cost. (I normally sleep on a $79 Purple Twin Cloud pillow—and over the past decade, I've tested more than two dozen types of pillows—but this was every bit as comfortable.)

PS—It'd also make for a great move-in gift for college students looking for a little comfort as they create their first home away from home.

$30 at target

Candace Davison

VP of editorial content

Oversees home, food and commerce articles
Author of two cookbooks and has contributed recipes to three others
Named one of 2023's Outstanding Young Alumni at the University of South Florida, where she studied mass communications and business

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